At first, the Jala PRT campaign may seem like a humorous take on cleaning supplies. That is until the viewer takes a closer look at the tormented faces of the people being wrung out, figuratively and literally, by their abusive employers. The ad campaign brings light to the sad occurrence of domestic worker abuse.
The Jala PRT campaign was created by Ogilvy, an ad agency based in Jakarta, Indonesia. As the National Network for Domestic Workers Advocacy, Jala PRT fights for their most basest of rights, ensuring that they are treated with the respect that they are entitled to as human beings.
Photographed by Handri Karya, the eye-opening Jala PRT campaign was creative directed by Gary Caulfield.
Wrung-Out Cleaner Ads
The Jala PRT Campaign Brings Awareness to Domestic Worker Abuse
Trend Themes
1. Domestic Worker Advocacy - The Jala PRT campaign highlights the need for more initiatives promoting domestic worker advocacy.
2. Socially Conscious Advertising - Socially conscious advertising, like the Jala PRT campaign, may become more prevalent in the advertising industry.
3. Awareness Through Shock Value - The Jala PRT campaign demonstrates the effectiveness of using shock value to raise awareness about important social issues.
Industry Implications
1. Advertising - Advertising agencies like Ogilvy have the opportunity to create impactful campaigns that bring attention to important social issues.
2. Human Rights Advocacy - Human rights organizations can utilize creative advertising campaigns to raise awareness for pressing social issues such as domestic worker abuse.
3. Cleaning Supplies Manufacturing - Cleaning supplies manufacturers who champion social causes can use their products to support advocacy initiatives for domestic worker rights.