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PRIME MINISTER’S OFFICE SINGAPORE

National Marriage and Parenthood Campaign

BACKGROUND & KEY CHALLENGE​

The government has encouraged Singaporeans to have children for years, but overly idealised messages no longer resonate. Practical concerns such as finances, careers, and readiness dominate the conversation. Our challenge was to create a campaign that acknowledges these concerns while gently encouraging couples to consider parenthood.

STRATEGIC INSIGHT & SOLUTION​

Recognising these realities, we launched Parenthood Truths, a campaign that addressed these concerns directly. It featured honest narratives from real parents, showing that while parenthood can be messy and exhausting, with growth, support, and adaptability, parenting is more achievable than many believe.​

Parenthood Truths Campaign Lockup

CHANNELS USED​

Social and out-of-home ads were deployed to reach newlywed and young couples.

Additionally, online articles and digital videos featuring real, relatable couples addressed key pain points and eased their concerns.​

The campaign also included influencer engagement and content partnerships, carefully tailored to reinforce our narrative.​

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