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

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.”


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