The other ads in the series use words such as "Life Ruined" and "Future Destroyed".
Popular blogger Mr Brown wrote on his site, "As a father of a special needs child, I am deeply offended by this kind of messaging."
"I love social workers and what they do but come on, MCYS, people with disabilities are not hopeless. This kind of message just perpetuates the idea that the disabled are liabilities who need rescuing and sympathy, rather than a valuable part of our society who are differently-abled," he added.
The advertising agency that came up with the idea for the ad, Starlight Advertising, refused to comment on the issue.
MCYS though, has responded and said the intention of the ads is to demonstrate how social workers can bring hope to the lives of those whose hopes have been shattered.
The Society of Physically Disabled (SPD) says it is supportive of the campaign.
President of SPD, Chia Yong Yong said that people with disabilities may sometimes feel overwhelmed by the thought that the future holds little or no hope for them.
She added that, "Social workers play a very important role in the rehabilitation of people with disabilities, prodding them on and giving them renewed hope. SPD is therefore very happy that there is a campaign to encourage people to join the social work profession."
Some in the advertising industry say that creating a strategy to communicate a message effectively can be very challenging when it comes to sensitive issues.
37-year-old Creative Director Candy Kang who works in an ad agency said, "I understand the use of shock tactics to cut above the clutter of advertising noise. Judging from the public outcries over the campaign, the series of ads did achieve that. However, in this case, the topic in hand is a sensitive one."
ORIGINAL SOURCE
Content used in this not-for-profit blog remain the property of their respective owners.
No comments:
Post a Comment