Mums and Maids
Award: Graphite Pencil
Graphite Pencil / Digital Marketing / Social Video / 2016
TWC2 wanted to call attention to the plight of these domestic workers who toil endlessly with no breaks. The target audience was parents who employ domestic workers in Singapore.
So we showed how parents lose out on their relationship with their children by always requiring their domestic worker to be around. The day off was re-positioned as an opportunity to enhance family bonding, giving employers a direct personal incentive to change their behaviour. The film proved that 74% of domestic workers know the children of the family more than the mothers themselves.
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