Font size

Small Regular Large


A baby being held by a female figure.
A baby being held by a female figure.

Winnie Pua

Campaign analysis & critique: Mums vs maids

Over-thinking is trademark of a brand strategist.

A recent campaign had me thinking, “What went wrong?”. It advises mothers to give their domestic helpers their days off and spend more time knowing their own children instead. This recent Mums vs. Maids campaign, commissioned by The Transient Workers Count Too (TWC2) set tongues wagging. Some mothers feel that they have been shamed.

AWARE expressed their unhappiness at how it seemed like fathers were not deemed responsible for knowing their child. TWC2 defended that the truth can sometimes be uncomfortable.

My diagnosis: This is based on an insight that does not resonate. The agency responsible shared that the insight is that mums do not want to miss out on children’s lives and hence highlighting how they are missing out by not giving their domestic helpers a day off will motivate them to behave otherwise.

I know of mums who feel that they can spend more time with their children if their domestic helpers can help with household chores and even the cooking for large family gatherings during the weekends. From what I observe, most mothers (and fathers) will want to spend time with children and family whenever possible.

Considering other view points for proper campaign analysis

Another perspective can be asking why the employer feels he or she requires domestic help on this supposed off-day? And what can motivate them to consider otherwise? As a mum, I try to spend as much time with my little girl. Knowing that my helper understands how I want to raise my child and extend quality care when I am not around are important. A possible key insight to motivate parents can be that “A well-rested, well-socialised helper can better care for your children”. How this is expressed, whether building on my fear of child abuse, neglect or showing benefits of consistent behaviour between mums and maids, could then be developed.

The importance of insights

Developing insights can usually occur through observation, campaign analysis, interviews and other forms of research. Good marketers know a good one when they hear it. That eureka! moment lets you know there is something you can build on. What are some of your thoughts on possible insights that can motivate parents to evolve their thinking and adjust their behaviour?