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MINISTRY OF SOCIAL AND FAMILY DEVELOPMENT

National Family Festival 2024 Campaign

BACKGROUND & KEY CHALLENGE​

In 2024, the annual National Family Week was expanded to a month-long National Family Festival for the first time. To commemorate this significant milestone, we were tasked to rally the public, private, and people sectors to strengthen families at home, play, and work.

STRATEGIC INSIGHT & SOLUTION​

A common lament for busy Singaporeans is that they have no time for their family. To change their perception and behaviour, we illustrated how “family time” can be simple and achievable individually and with the support of employers. Together, we can all say “Yes to Family Time – Anywhere, Anytime”!

CHANNELS USED​

To engage families, social media, digital video, and out-of-home channels were utilized.

Digital videos

Out-of-home street banners, lift stickers, digital display panel, in-train and bus top ads​

Table-top stickers​

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On-site banners, floor and window panel stickers

RESULT​​

The National Family Festival 2024 was a resounding success, drawing over 700,000 visitors – more than three times the turnout in the previous year. In a poll by the Ministry of Social and Family Development, close to 9 in 10 respondents agreed that strong families are key to a strong and cohesive society, showing that most Singaporeans value families.

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