News

Tribal creates campaign convincing young Singaporeans to become parents

Tribal Worldwide Singapore has created a campaign called ‘Be #BabyReady’ for HeyBaby, a community initiative supported by the government of Singapore.  The campaign aims at convincing young Singaporeans to become parents.

‘Be #BabyReady’ was based on statistics from a marriage and parenthood survey from 2016: 61% respondents considered financial cost as among the top three reasons for not having any or more children; 56% believed being a parent was stressful and 33% cited difficult in managing work life balance.

Swedish retailer Ikea came on board as a partner to the campaign, offering a specially priced StarterKid bundle including nine products most relevant to new parents. Its stores have been used as a venue for events and discussions on parenting.

In addition, Tribal has created a series of videos starring infants to make a case for people giving parenting a chance.

Be #BabyReady

Having a child doesn't have to be costly or unmanageable. With good planning and managed expectations, it can also be achievable and enjoyable! Be #BabyReady at heybaby.sg/BabyReady.

Posted by Heybaby SG on Friday, 2 November 2018

Tribal Worldwide Singapore’s president Jeff Cheong said: “It takes a village to raise a child. The campaign takes on the spirit where we find like-minded corporate brands and family champions to come on board.

“Our first two roadshows to launch the Ikea StarterKid Bundle at Ikea Alexandra and Tampines drew a large crowd to the forum discussion with family experts, and many participated in the games and activities. We hope to continue the momentum in the next phase.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing