Case Film
Case Board
Creative Assets
Dasein Academy Of Art
Samantha Cheah Pei Wen
Tenaganita Malaysia
After a long time of this social format, domestic helpers’ status has been taken for granted by the community, and that severe stereotype has been etched into the community’s mind. Even domestic helpers themselves feel that that’s the way it should be, which is the reason why domestic helpers don’t even stand up for themselves.
This campaign aims to immerse people in the lives and experiences of Malaysia’s “KAKAK,” the domestic helpers whose voices are often unseen and unheard. Through powerful storytelling, art installations inspired by real news, and an experiential exhibition, we challenge the audience to see “KAKAK” in a new light—as respected, valued, and essential members of society. Visitors will have the opportunity to step into the shoes of these women, empathize with their daily lives, and recognize the dignity and importance they bring to their roles. By restoring the true meaning of “KAKAK” as “SISTER,” this campaign seeks to break stereotypes, foster a
Derrick Ong Lung Wei
Goh Yi Chen
Khor Jia Wei
Ling Zhi Yun
Tan Hui Kei
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