​How to avoid repeating 'brownface' ad saga

The New Paper, page 2

Having diversity and consulting with different segments of society are ways creative agencies and other organisations can avoid a repeat of the racially insensitive "brownface" advertising campaign, experts say. The Infocomm Media Development Authority yesterday issued a stern reminder to those involved in the controversial E-Pay ad on the importance of paying attention to racial and religious sensitivities. And while there is no criminal offence, Ms Wong Pei Wen, a public relations lecturer at NTU Wee Kim Wee School of Communication and Information (WKWSCI), said brands can learn from this and improve their practices. NTU WKWSCI's Asst Prof Saifuddin Ahmed, who researches social media and minority issues, said a lack of everyday conversation around race could also be a reason for incidents like the E-Pay ad.