TWC2 claims credit for, but distances itself from the controversial Mums and Maids video

On 22 April, TWC2 released a video to campaign for the rights of foreign domestic workers in Singapore. 454, 813 hits on YouTube and 192 comments (plus many more on their Facebook page) later, they’ve responded. This is what they said:

Things to we learnt from the statement:

(In case you were too lazy to read through everything.)

1. The controversy is welcome

In fact, we pointed this out in an earlier article on the issue.

They expected, as seen from their press released published on 23 April, the video to “arouse debate”.

Reaffirming their stance, TWC2 said on their statement that…

…this is what we (TWC2) hoped for when we lent our support to the campaign.

That’s a reminder for some of the outraged who might still be oblivious to their objectives.

2. They’ve acknowledged your feedback

For those dissatisfied with that as an answer to TWC2’s actions, they hear ya. They took their response a step further, saying that they…

…would like to acknowledge all views about the film, which was after all meant to be provocative.

3. They did not make the film

Here’s the interesting part. TWC2 was apparently unhappy at the initial direction of the film, and expressed their displeasure. Ogilvy and Mather (O&M) took their suggestions on board, despite the fact that…

…TWC2 were not involved in creating the film.

Running the risk of turning the campaign ineffective

Seems like TWC2 want their cake and eat it too. Why deny responsibility after all the fallout?

The video has clearly made Singaporeans think about a matter that most sweep under the rug, so you’d probably expect TWC2 to be popping the champagne and patting themselves on the back for a job well done. Instead, the non-governmental organization is busy waving their hands around and denying responsibility of the whole thing.

All while maintaining that they’re pleased that the video got some attention.

Also, this statement does not address the backlash of disgruntled parents, angry at being unfairly targeted for putting work as a priority. Amazingly enough, the target audience of the campaign are these exact parents who leave their children at home while at work. And as anybody with any common sense can tell you, pissing off your target audience tends to result in a largely ineffective campaign.

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With reference to Marketing Interactive
Featured Image via YouTube