Domestic workers

Plight of Middle Eastern Domestic Workers Revealed in Home Box’s ‘The Hidden Room’

Leo Burnett is raising the profile of expatriate domestic workers employed in the Middle East for furniture and home furnishings brand Home Box with ‘The Hidden Room’.

The furniture retailer is looking at an overlooked audience segment to better understand the living conditions of 328 domestic workers who were happy to discuss the homes they worked in, but shy about their own bedrooms.

Bringing his cameras into “The Hidden Room”, Leo Burnett Dubai tells the stories of Wasanti, Melat, Queenie and Resha, who moved into someone else’s house to pursue a better life.

A far cry from the grandeur of the high-rise apartments and grand villas they work in, most workers make do with tiny accommodations typically measuring just 7 feet by 10 feet or less. Recognizing their predicament, Home Box has developed a collection of bespoke furniture to suit these cramped spaces, with each piece combining utility and beauty.

Tahaab Rais, Chief Strategy Officer, Publicis Groupe Middle East & Turkey, said, “Working with the Home Box design team to launch The Hidden Room Collection has been incredibly rewarding. While we cannot change the size of domestic worker bedrooms, we can advocate for smart living solutions, and we are proud to have contributed to such a meaningful initiative in the Gulf region. »

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The campaign follows an initiative by Blankspot to raise awareness among migrant workers in Qatar ahead of the World Cup.