Ogilvy & Mather’s newest campaign, Mums & Maids, highlights the issue of migrant workers not receiving time off.
The campaign uses both a film (above) and a social media push using the hashtag #igiveadayoff.
In the film, mothers are asked questions about their children, highlighting the importance of spending time with kids. The idea is to persuade employers to give employees at least one day a week to spend with their kids.
“The West sees domestic workers as a luxury, but in many cases in Asia and the emerging world, hiring domestic help is the only solution that allows both parents to work outside the home to support their families. This communication is ultimately intended for anyone that employs domestic workers,” said Eugene Cheong chief creative at Ogilvy & Mather Asia Pacific.
Those interested in joining the campaign are asked to visit its website, or join the conversation on Twitter using the aforementioned hashtag.
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