Care is Easy

The campaign that preceded 'Kind Beings of Dubai', built to open a conversation about how UAE households treat support staff, domestic workers and dependents, and to carry the insurer's line that caring is easy.

The brief

UAE households that employ domestic workers and support dependants.

The idea

Salama's 'Care is Easy' started a public conversation about kindness toward household staff and dependants, and led into 'Kind Beings of Dubai', which rewarded people for sharing stories of kindness.

What to borrow

Raising how employers treat household staff gives an insurer a natural opening for cover built for low-wage workers.

Brand	Salama
Agency	Not named on the source
Talent	Not named
Channels	social, digital
Source	Salama