Domestic helper ads are not just a reflection of the job market, but also a reflection of our societal values.
The way we advertise domestic helpers says a lot about how we view them as individuals.
Some maid agencies in Singapore are still using words like “affordable” and “simple” to describe domestic helpers from certain regions.
This kind of language is not only dehumanising but also perpetuates the exploitation of these workers.
Advertising Domestic Helpers With Dignity
AWARE, a local women’s rights and gender equality group, has been advocating for the fair treatment of migrant domestic helpers.
Their research has shown that domestic helpers often face challenging working conditions, including demanding workloads and a lack of proper rest.
The way we word ads can have a direct impact on how people view or treat helpers, and using language that reduces them to commodities only entrenches their exploitation.
Maids must be treated as employees who deserve similar rights, protection, and dignity as any other employee.
Marketing Regulations Are Not Enough
While tighter Ministry of Manpower regulations can combat dehumanising advertisements, the root of the issue remains.
As domestic helpers are excluded from the Employment Act, they are not afforded the same rights and benefits as other workers.
It’s not just about policies; it’s also about a societal mindset shift.
We need to acknowledge the critical contribution of our helpers and educate employers and intermediaries to treat them with more respect.
Maid Employers Only Care About The Quality Of The Helper
Even if a maid agency is very professional and competent in its employment services, if the maid performs badly at work, they will likely still receive a bad review.
Ultimately, the customers in the maid market have a mindset of treating maids as products instead of employees.
While maid agencies aim to differentiate themselves in a saturated market, every agency realises that the marketing language that commodifies maids ends up being most effective.
From Market Commodities to Humans
The use of insensitive language in advertising is a direct reflection of the attitude towards domestic helpers and migrant workers in Singapore.
If every employer treats their helper the way they’d like to be treated by their boss, they’d naturally find such advertising propositions offensive.
It’s time to view domestic helpers as part of the family, not as commodities to be marketed.
Changing The Marketing Tone Of Maid Agencies
Instead of focusing on the affordability or simplicity of domestic helpers, maid agencies should focus on their capabilities and personal traits that will complement the needs of a family.
Their support helps many to focus on work while
- their homes are cleaned;
- food is being prepared;
- children looked after;
- aged parents cared for
- and for some, a great help for families with a member who has special needs and illnesses.
(💡Tip: Find established and reliable maid agencies, preferably with more than a decade of experience.)
Towards a Cultural Shift
Viewing domestic helpers as humans, both personally and in ads, will create a cultural and mindset shift with employers and domestic helpers.
It’s time to recognise the value and dignity of these workers and treat them with the respect they deserve.
As we move forward in 2024, let’s make a conscious effort to change the way we advertise domestic helpers and create a more inclusive and respectful society.
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