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Mums and Maids

Award: Wood Pencil

Wood Pencil / Film Advertising / Cinema Commercials 61-120 Seconds / 2016

TWC2 wanted to call attention to the plight of foreign domestic workers who toil endlessly with no breaks in Singapore. The target audience was parents who employ these domestic workers.
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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