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. They wanted us to tackle this issue in a very sensitive yet effective manner so as to raise awareness and encourage women to speak up.
We 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.
Advertising 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
Other additional credits: Rawida Saade