FAMILIES FOR LIFE - A SEARCH FOR RELEVANCE

Families For Life

The National Family Council was rebranded ‘Families for Life’ with a new purpose to better connect with Singaporean families.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • CAUSE RELATED
  • PUBLIC SECTOR

CHALLENGE

Research conducted by the Ministry revealed that since its inception in 2006, awareness of the National Family Council (NFC), its purpose and role, has been low. Whilst 1 in 4 people say that they are aware that there is an organisation that serves as an advisory and consultative body for family-related policies, less than 1 in 10 could name NFC as that organisation.

SOLUTION

Working in collaboration with the new committee formed in 2014, it was decided that a new, more community-driven approach would be adopted. This was encapsulated in a strong brand idea of “Discourse and Discovery” which would allow the many facets and challenges of family life to be discussed and for people to find their own solutions through these forums.

Related brands such as Marriage Central, Dads for Life, National Family Celebrations, were all consolidated under a single unifying umbrella renamed “Families for Life”

To inspire and deepen conversations on families with families, a new identity and communications system was rolled out with a slew of new community activities and forums.

It is well on its way of fulfilling its vision to build strong and resilient families because these strengthen communities and individuals.

IMPACT

Re-branding of the National Family Council in Singapore, transformed it from a little known council to a national movement with a new name and impetus.

A September 2015 poll conducted by Families For Life revealed that 71% of the 1,252 respondents at a national event, felt spending time with their family gave them most happiness, an increase from 67% in the previous year.