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The Big Fear: Mom vs Nanny

Many modern parents are worried that their kids will be more connected with the nanny… Has that crossed your mind?

Transient Workers Count Too (TWC2) and Ogilvy & Mather (O&M) have teamed up to make a video asking their audience that very question.  

Spoiler alert: the video does show several maids that are closer to the children than their own mothers, naturally, since they spend way more time with them. 

This campaign done in Singapore shines a light on foreign nannies and sitters that work long hours with no rest days; according to this article, approximately 40% of Singapore’s 222,500 domestic workers do not have a weekly day off, in spite of a law introduced in 2013 making it mandatory.

The intent of the video is that with the worker’s absence on their rightful day off, it gives the parents an opportunity to bond with their children. 

It’s a controversial piece, sparking a heated debate on both sides of the story, as well as plenty of critique about the execution of the video. What do you think of this?

Posted: April 24, 2015