UNIFEM calls for Day Off

• UNIFEM launches digital campaign
• Created by BBH Asia Pacific
• Includes microsite and viral videos

Singapore - The National Committee of United Nations Development Fund for Women (UNIFEM) has launched a BBH Asia Pacific-created digital campaign to support the ongoing 'Day Off' project.

Calling for all employers in Singapore to give their maids a regular rest day off, the campaign is launched in conjunction with UNIFEM Singapore's one-year anniversary of the 'Day Off' campaign that coincides with the 1 May Labour Day holiday.

BBH has created a microsite and viral videos that aim to raise awareness and educate employers about the need to give their maids a day off. This is the second public education campaign BBH has produced for UNIFEM Singapore, following the Stop Child Sex campaign that launched in 2007.

"The call for empathy towards domestic maids is even more evident during these trying times where everyone is feeling the pinch at work and in the home. We anticipate this new injection of awareness will bring momentum to the current Day Off campaign. While we have had positive response so far, there is still a way to go before maids are granted the time off they deserve," Saleemah Ismail, president of UNIFEM Singapore, said.