Ogilvy Singapore’s ‘Mums and maids’ campaign criticised for ‘shaming women’ and using social issue for PR

The only objective here is to win an award.
Worthy as it is, giving maids their day off is just the cause of the moment.
If it wins, there will be more such entries.
If not, it’s back to land mines, jap war crimes, mental illness …..

If the agency is so passionate about giving maids their day off, how about practising it and let their staff take theirs instead of making them churn out award entries even on weekends.

Yet another example of an agency remembering the less fortunate in April.

Award or not this is a powerful piece that highlights a little acknowledged fact. That so called maids are actually Nannies, pre school educators and house keepers. The more people who realise this the more likely maids will receive something approaching the respect that they deserve. And just because you’re a mother doesn’,t mean you’re above a little self reflection. I know a few who need to take a good look in the mirror when it comes to the way they treat the people who hold their households together.

Patronising, disrespectful ad that shames mothers, conveniently leaves out the fathers from parental responsibility and worst of all, has no real insight at all into root cause of domestic workers’ issues.
This isn’t just “not everyone’s cup of tea”, Ogilvy. It is downright offensive.

Oh the irony! http://www.businessinsider.com/24-year-old-om-employee-dies-of-heart-attack-from-overwork-2013-5?IR=T&

I don’t see it as shaming but the video trying to highlight the importance spending more time with your children.

I’d rather an agency do a meant-for-awards pro bono campaign for an issue that’s relevant to the Singaporean way of life than something that reeks of insincerity and opportunism a la misplaced Bindis (sorry Ali, you are a smart creative but bad call on this one sir) and crutch chairs that deserve to be kicked in the butt.

As Pat Low, my ex-boss always says, Singaporeans mistake the word ‘maid’ for ‘slave’ so this IS a real issue here. And it’s nothing to be proud of. So if this campaign even gets an entitled Singaporean parent/family to think twice or feel uncomfortable/defensive etc talking about it, I’d say ‘well done team!’.

I will be sharing it with as many Singaporeans I know.

Give your maid a day off because otherwise your kid will will form a stronger bond with the maid than he will with you….wow, what a classic exercise in delusion, obfuscation and award masturbation.

They must think they have just save the world…time to put them on the mumbrella awards shortlist, just like the Bindi rubbish.

Of course Ogilvy are approaching this from a cynical (i.e. awards season) but that is nothing new for Ogilvy (see last year’s migrant workers and Coke video). And let’s face it, that is what agencies do. No-one ever joined an ad agency to make the world a better place.

Saying that, at least someone is doing something. 65k views on YouTube as I post. A conversation of sorts has begun in SG.

What would be nice now would be for Ogilvy to build on this and show a real commitment to changing a crappy situation. Better targeting, more outreach, etc. Show a real desire to create an effective campaign rather than a cynical piece of creative. Would be an even stronger award entry, so Ogivly kills two birds with one stone.

Not confident in Ogilvy doing this though. Love to be proven wrong though.

I think this is beyond hypocritical, completely off the mark and genuinely crap. How does an agency that has worked someone to death have the gall to create this ad? Let alone it is addressing a ‘problem’ which is not the root cause of the issue.

The issue is that culturally many people done think of a domestic worker as a worker but more akin to what would be described as a slave. Why not address the dangerous situations maids are put in? The sexual assault? The risks they face from people who view them as sub-human beings. They are all worthy causes. This is puff at best. Here’s what this campaign has achieved – this is a cause I’d love to support, but I won’t whilst this is the messaging.

I think it’s a very powerful idea. Now, foreign domestic worker’s day off and parenting are linked together.

Every time a family will think of refusing their helper a day off, every time they will think of asking their helper to stay at home this Sunday, it will trigger the mother’s guilt.

So, ok it’s not cool to play with that guilt but it’s probably damn efficient.

Starting a conversation about the topic, sharing a video and clicking ‘like’ is an adman’s pussified idea of changing behaviour.
These useless actions only serve to reinforce right minded employers and do nothing to change the behaviour of offending employers.
It’s like Dove Inner Beauty. It starts a conversation but at the end, it still flogs products aimed exploiting the insecurities of women.
This is greenwashing of the worst kind.
Act like a social changing activist.
But achieve nada.
Of course the case study video will be expertly edit to show otherwise, with screen captures of FB comments and twitter stats.
While maids continue working on weekends.

I think this is pretty good. Insight is strong. End goal is worthy.

I don’t see any shaming here. Don’t be overly sensitive. And don’t be such jealous pricks to shoot down a good idea.

@Fionn – I would guess because if they focused on the real issue, they may fall foul of SG authorities. So focus on the ‘lite’, non-controversial aspects.

The same with the Ogilvy Coke drone. Focused on messages of gratitude, which I am sure is what every migrant worker was desperate for. Never mind better living conditions, timely payments, safety, racism, etc.

You could argue that a creative agency isn’t a political advocate, but if that is the case why bother at all? Why choose vulnerable groups and use them as award bait while ignoring what really matters to them?

Stick to scam ads for marker pens.

I think the people here who are reacting negatively, are probably the ones that the ad is targeting. Do you give your maid a day off?
Too many people in Singapore are over reliant on home help. So much so that they don’t need to do anything at home, least of all spend some time with their offspring.
If making parents feel a little guilty about their relationship with their maids and children makes them change behaviors just for one day a week, then that’s good.

Its more shameful that this is a social issue that needs to be addressed in the first place — its a basic human right from the UN, that each person should get 1 day off work a week. Many employers in Singapore don’t respect that right.

regardless how it is made, i think this work has a huge impact for parents to spend more time with their kids, I was closer to my maid rather than my parents and this ad really has a huge impact for me. It reminds me not to repeat the same mistake that my parents did

Anyone posting on here who hasn’t seen this or is trying to make out this is for awards is missing the point and blind to the human rights abuse here.

It frustrates the hell out of me when you see maids/domestic workers/nannies working on a Sunday for no reason and they are clearly not getting their day off. Worse when you see that they are doing non-essential stuff like cleaning the damn car or sweeping leaves or worse I see two parents and the domestic helper looking after a child – why do they need the helper if they are there?

There is no humanity and no empathy with not giving someone a day off. It’s inhumane. It’s also unfortunately legal as the government, unwisely in my view, introduced a clause whereby employers could compensate the domestic helper for that day off. This conversation would be something like “I’ll give you $20 to work on your day off or I fire you”.

That’s not reasonable behaviour or treating anyone as you would like to be treated or people would treat other people at work so why are Indonesian and Fillippino maids treated differently?

There should be a naming and shaming campaign on Stomp for people in Singapore who make their maids/domestic helpers work on a Sunday – put it to good use for a change. The government should also make this compulsory – no exceptions. They won’t though as it’s a vote loser – too many locals make their maids work on a Sunday which means the parents would actually have to interact with their child which is what the Ogilvy campaign is trying to raise awareness about.

@Defense – you clearly work for Ogilvy. Grow up.

This advert missed the point entirely (Ogilvy, seriously?) What if mothers knew their children better, does it make it any less of the domestic workers’ rights to get a day off? Helpers deserve a day off without a question, and the emotion or message the advert needed to convey should have been around providing basic human rights & empathy to those that care for our children so well, instead of shaming mothers. Women already feel the guilt but often need to work (to keep these helpers employed, mind you!). Bonding with your child is a very strong emotional driver and very separate to the fact that maids need, want and deserve a day off.
Complete lack of thought, consideration and talent went into producing this very distasteful advert. Not clever at all.

LooK See n Observe …its Truth face it ….maids handles your kids babies n stays over their term contract earns trusts and You the Parent arm with pets for walks n such

I’m a mother of 2. Had a helper since I had my first kid. And I tell you why there are some facts to this ad. And no I don’t work for this agency. I’ve left agency life and I honestly feel that we need more people out of the creative circle to criticise or comment on ads that touch on issues such as this to get better ground feedback. Mostly are just too sick of working in agency or can’t see a life beyond awards.

Anyway, my kids they were both 2 and 4 in 2013 when I decide to give up my helper to save some money and struggle with work, house, kids. Btw I cook everyday. Was working in a smaller agency but not in the creative department hence was able to make some arrangement to go off at 5. It was the boldest move I’ve made when it comes to home decisions. Not easy because I’ve no help and I had to rushed home to pick the kids from school everyday. It doesn’t help that my husband is always not around and coming home past midnight Mondays to Sundays. He has no off days.

Why I give up having a helper is also because I realised I cannot do anything without a helper. My son needs water, I ask the helper. My son wants to play, I ask the helper. My son needs to clean up, I ask the helper. The only day in a week I feared most is Sunday where I have absolutely no help as it’s my helper off day. My younger one got so attached to my helper, he doesn’t come to me when he needs a cuddle. That woke me up. So for one year, I suffered without a helper. I almost died but hey I.lost weight so that’s one good thing Haha And my kids and I got so much closer. However, it’s just way to difficult to manage work, house and kids all by myself.

Things got better, I have better job, husband is more willing to help, but my health just deteriorate. So It’s time to bring back a helper. But now, our mentality and approach is totally different. Because I realised there are some things we cannot over rely on the helpers. I also realised that I can do so much that I never thought in my life I can but I did. I have no fear of being alone with kids now. In fact, now the only day I look forward to in a week is Sunday when my helper is off because private moments like this where I have the time to bond with my kids and it’s just us is very precious to me now that it’s only once a week.

Im surprised eugene cheong approves this message…it shows poor grasp of human nature, tact and how to negotiate a win win outcome for both sides.

You will never get singaporeans and maids to have better understanding by driving a wedge between them.

Epic fail.

Agency claims video is based on actual research. But silent on what method, sample size and methodology.
Asks client who didn’t participate or commission the work to endorse/support after it’s completed (cough) rubber stamp (cough) despite misgivings.
When asked for reasonable answer, act holier than thou.
Doesn’t it get old?

@Lils

Unfortunately (or fortunately), I don’t work for Ogilvy. It’s childish to see any comment defending the idea as a comment posted only by the agency folks.

I see my comment merely as a point worth raising amidst all the hate. You obviously feel “guilty” as the ad hits the nail on the head. Would it please you if some of the female talents were substituted with males? Would it be better if it only portrayed poor workers working to no end, and pandered less to your insecurities?

My point was that the video brings up a social issue that we are facing. Its intention isn’t trying to shame women- but to promote a worthy cause which is to grant foreign help a day off. And if you (can) see it positively, it’s also a campaign to promote spending more time with your kids.

At least Ogilvy (admittedly, for awards sake) is trying to raise awareness for a genuine issue. Let’s give them credit for that.

These guys don’t know (or will act blur) it but they have really painted singapore society to be a bunch of heartless, selfish folks who need a carrot of self interest to behave in a decent and human way? Disgusting…hope the awards make it all worth it!

It is too simplistic and naive to think that by giving maids day off is being humane and providing welfare for them.

Is this campaign about spending more time with your child?

Or is it about giving your maid the day off?

There is little merit in a message that says spend more time with your child by giving your maid the day off.

Maids aren’t always denied their off day because they have to look after kids….they are forced to wash cars and do many other things that aren’t part of their job description.

Ogilvy’s biggest spending client this year is SG50, aimed at making singaporeans feel good about themselves by reminding them of the things that define and unite us.
Then they do this.
Giving maids their day off is the right thing to do.
Could it be done in a positive way without driving a wedge even among those who already practise this for years?
By entering this in global award shows you have added another stereotype which the world can add to our lists of labels.
What a wonderful SG50 gift!

If the statistics in the video is correct, then that’s 8 in the video out of 225’000. How did that 74% come about? What is the actual sampling size? Where is the questionnaire showing all the questions asked? How come each pair is only featured answering only 1 question and not the entire set of questions? Is the video implying that those helpers featured are not given off days? That will then implied that those mummies featured are breaking the law! Otherwise, where is link? If you want me to take the video seriously, then provide more concrete evidences. By the way, if you are wondering, I do support giving day off but simply find this video distasteful!

Am not sure about the build up but it is just a provocative way (with no general conclusion on general mothers behaviors) to show a sad reality : only 34% of employers give their helper a day off.
Without that provocative action, the messaging will have never created the conversation.
Is the build up questionable – yes.
Is the the desired outcome achieved – yes
So i do support that ad.
Plus am pretty sure that that video will have higher positive impact in countries like Philippines or Indonesia…

Yes we started a conversation, got 500,000 impressions, collected $4 million in free media exposure…blablabla…what does it matter if 99% of the feedback is negative?

Question: is it illegal to not give DHs a day off in SG? It is in HK.

If so, would it not be more powerful focusing on this, rather than shaming mums? (Who by the way will feel no shame. This is SG for goodness sake)

True…the bigger part of this problem is that because of singapores relative prosperity that has come without struggle to most…there is an arrogance, smugness and sense of superiority that is all-pervasive and not easy to overcome (at least not by advertising). The whole of asia is their servant…and they are doing a big favour to anyone who wasn’t born here but lives here. You are privileged to serve them.

78 thumbs down for this video on YouTube (https://www.youtube.com/watch?v=jUxkOSkD8Rc), that’s 3% of all thumbs stuck out. Which makes it 97% positive.

18 negative comments in this Mumbrella thread against 32 comments overall, give or take a comment or two (56% against). Compare that to 24 negative comments in a thread of 30 for the Bindi Bungling (80% against).

People standing up for the campaign seem to be fully aware that there are award shows at play here. Still they post encouraging comments.

So to me, the campaign IS a qualified ‘success’.

As for the subject matter itself, we can’t solve all the issues related to domestic helpers but domestic helpers need all the help they can get for their life here in Singapore.

Singaporeans always seem to find new lows in helper abuse, teachers and celebrities not escaping the trap. One Singaporean even made her helper eat faeces in case the readers here didn’t know. Truth is, we are a bratty nation, always looking for an excuse for our poor behaviour. We take it that our social ills and our social ineptitudes are by-products of the national obsession with economic progress/success.

Which is why even the slightest movement on the Richter Scale for kindess and consideration, starting with something as simple as a day off, should be applauded.

Emperor is naked sounds terribly like someone who has had a direct hand in this video…hence all the obsessive analytics which no one else would go through all the trouble to collect.

No one is arguing the intent of this piece….i think many agree though that its just a poorly conceived idea that is designed more to win an award than solve a problem.

Maybe we should merge the two ideas. Mums to wear a bindi that dispenses kindness and love every minute. So they’ll give their maids a day off.

Can we have a maid bindi that fires a laser at moms who don’t give them a day off?

Sorry to disappoint you, Hallelujah. Not the least bit connected to the campaign. Or the people involved. I did the stats and stuff coz one of the contributors said ‘no point getting publicity if 99% of it is bad’. Call me curious. Also try and read the letter by a doctor to the ST Forum page today which approaches the campaign in a positive manner. Guess the point is, Ogilvy may have been blatantly self-serving in their campaign but they have certainly touched on a raw nerve that Singaporeans need to face up to. Anything that makes Singaporeans hold a mirror up to their conscience is a good thing (I am a born and bred Singaporean so I acknowldege our social ills), even if achieved inadvertently.

Since you are referencing the ST Forum, the next letter also criticised the simplistic nature of the video and said shaming mums won’t work. Statistically, that would cancel each other out is the numbers tally.
Most agree, good cause. crap creative approach.

People need to stop abusing Ogilvy with their uneducated vocabularies. Helpers should be scrapped period. We live in a modern world where people are constantly crying out equality and feminism yet this travesty is still going on in this “modern” place. The difference between helpers and slaves is they get paid and even their salaries are a joke.
If you can’t look after your kids then don’t have them in the first place. Don’t punish them for your laziness!

Great idea @anti-helper. I now look forward to your plans for providing employment to millions of instantly unemployed, low to semi skilled women across the region. You must have a plan right? I am sure Aquino and Widodo would love to hear it.

Alternatively, we could make the role more equitable, by working for a better salaries, better living conditions, and enforceable regulations, etc. Even mandatory days off. If only an agency could make a video on this 🙂

My my. It must be very secure to see the world your your narrow mind.
Helpers are needed not just for raising kids.
As the population ages, helpers and caregivers are needed to help the aged, infirm and handicapped.
Like all employees, all helpers, regardless of circumstances deserve a day off.
But to scrap the employment of helpers just because you think only lazy parents need them betrays the laziness in your understanding of the subject.
I hope you never rise into a position where you can do serious damage with your shallow and arrogant analysis.

Waiting eagerly for Mumbrella to feature the brilliant new not-scam-at-all ScotchGuard campaign featured on one billboard right opposite ION carpark. The agency I would imagine is DDB going by past efforts.

An obvious ploy by Ogilvy or Grey to throw the current heat off.
Is Robin gonna chase this story?

Go there and have a look for yourself. But you’re right in implying that sponge wipes don’t really piss anyone off.

I’ll take a look this afternoon, thanks for the tip.

Cheers,
Robin

Hi Award Season is ON!,

Just been to the location but cannot find the poster (looked in every conceivably place opposite and inside the carpark itself). Perhaps it’s been removed. Do you have a picture of it you could send me?

Cheers,
Robin
robin.hicks@mumbrella.asia

Cheeky buggers mightve removed it…it was there yesterday….now theres a WWF polar bear on it….no more public tipoffs from now on.

I’ll describe it for you….its a shattered wine glass lying on the floor but all the wine (piss coloured) is carefully pooled into the shattered bits…none has spilled on the floor…and this is fro a wipe?!!! typical crap scam ad that no one understands. Next time I see it I will take a pic and email you.

Thanks for that. Mind you, that WWF/Earth Hour campaign started in March, I think, in the run-up to Earth Hour (March 29). Odd for a poster promoting it to go up now.

Never mind…its a long weekend and there are lots of mumbrellers loitering around…maybe someone else will spot it elsewhere and give you a pic. Im 1000% sure i saw it…mind you it makes me wonder why an agency would react so fast and pull it down so quickly…you seem to have them on the run Robin.

And how would i describe it so completely if i hadn’t seen it.

PS. The polar bear is not for earth hour its for some message asking you to turn down your aircon.

Funny how the bindi story has disappeared from the “Most Discussed” list over the weekend.

Hi Plot Twist,

I know what you’re thinking, but the ‘most discussed’ stories automatically rotate once a month, which is why the Bindi story has disappeared from that section.

Cheers,
Robin – Mumbrella

Thanks for clarifying, Robin. We’re such a bunch of cynics sometimes 😉

Did anyone else notice that TABLA is now the new IS magazine for scam ads? Flip through the pages of Tabla this month, and you’ll see the ScotchGuard print ad (2 or 3 of them in one issue too!) and 2 half page print ads for some detergent brand.

And this is TABLA. A freakin’ weekly newspaper with a circulation rate of close to 0, i am assuming. I only flipped through it as it came free with our morning coffee. Which client in their right state of non-scam mind would pay for an insertion in Tabla?!

In comparison, there were 0 scam ads in the April issue of IS (or rather, the newly named SG).

Slow claps, people, slow claps.

Let’s do a poll to see which is the most questionable scam campaign this year:

1. Grey’s Bindi Buffoonery
2. Ogilvy’s Mums and Maids
3. Grey’s Stolen Autism Print ad
4. Lowe’s Crutch Chair

May the hunger games begin!!