Ad Campaign Against Maid Abuse
Despite being much overlooked by the public, maid abuse is a serious problem in many parts of Asia. In Singapore alone, a total of 500 maid abuse cases are reported every single year, many of them involving physical abuse of maids. Most maid abusers are working women who are selfish and apathetic, unconcerned about the wellbeing and feelings of their victims.

The approach I have taken is to hit these women where it hurts the most - where it concerns their children and their homes. Every headline used in the campaign challenges the reader, with a sharp contrast of their existing perceptions of their perfect children and homes and what could be the harsh reality and consequences of the abuse aimed at their maids.

"Make the responsible choice. Stop maid abuse."
The tagline reminds readers that they have to take the responsibility of keeping their homes safe, which in this case, translate to treating their maids well, preventing any grave and unwanted consequences from taking place.