Results and Effectiveness

Although just 4 weeks into this on-going campaign, we have nonetheless had the following results: - over 200,000 views of the film on social media. - the Facebook page has more than 37,000 (likes/fans) making it the third largest Facebook campaign in Singapore ever. - 80,000 unique page views, close to 10,000 interactions and more than 400 unique stories and pledges. The campaign has become a national phenomenon, even prompting the Prime Minister of the country to comment on it being a touching yet realistic portrayal of the average Singapore family.

Creative Execution

Within families, love flows freely – downwards; from parent to child. We wanted to challenge this with a powerful insight: that the only time people consider how they love their parents is when they think about how their kids will love them. And because it is in a child’s nature to mimic their parents, we revolved our idea around the simple thought of ‘How one generation loves. The next generation learns’. A three-minute film was created which captured the realistic dynamics of a 3-generational household. Running on prime-time television, cable and cinema, the content was also shared on social media. Live radio chats were also used to drive engagement and further the conversation.

Insights, Strategy and the Idea

The objective of the campaign was to raise the issue of ‘filial piety’ in Singapore - a pertinent issue in the city-state whose population is turning increasingly grey ala Japan. Our audience was: a) The sandwiched ‘middle’ generation, who love their parents, but have themselves become parents and need to straddle between their children and elders. b) The youth, who love their parents, but will soon join the sandwiched generation and gradually neglect their familial commitments because of careers. What we needed to do is create the largest and the most impactful conversation on filial piety ever witnessed in Singapore.