Thursday, January 15, 2009

City of Hope Women’s Shelter

Women who go through domestic abuse in the UAE are hesitant to speak or complain. City of Hope is the only organisation of its kind in Dubai that provides shelter to hundreds of women and hope to all the battered and bruised housewives.
The organisation wanted the agency to tackle this issue in a very sensitive yet effective manner so as to raise awareness and encourage women to speak up. The agency had to reach our target audience in an interesting and arresting manner. We distributed a different kind of beauty kit to women shopping in malls, especially when they are at cosmetics/beauty products stores or shops that cater exclusively to them.

(Las mujeres que sufren abusos domésticos en los EAU son reticentes a quejarse o hablar. City of Hope es la única organización de su tipo en Dubai que acoge a cientos de mujeres dando esperanza a todas las esposas maltratadas.
La organización quería que la agencia tratase el tema de una manera cuidadosa pero a la vez efectiva para sensibilizar y animar a las mujeres a que no se quedasen calladas. La agencia tuvo que acercarse al publico objetivo de una manera interesante y cautivadora. Distribuyeron un tipo de set de belleza diferente a las mujeres en centros comerciales, especialmente cuando estas se encontraban en tiendas de cosméticos o belleza y en tiendas exclusivamente femeninas)



Agency: JWT, Dubai, UAE
Creative Director: Chafic Haddad
Copywriters: DV Hari Krishna, Doug Mackay & Rami Abu Ghazeleh
Art Directors: Kedar Damle, Arnoldfelix Fabella & Tarek Samaan

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