Families for Life
A Search for Relevance
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CHALLENGE: Becoming a National Movement
Since its inception in 2006, the awareness, purpose and role of the National Family Council (NFC) was extremely low. Research conducted by the Ministry of Social & Family Development in 2014 revealed that 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 the NFC.
SOLUTION: Discourse and Discovery
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.
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. Related brands such as Marriage Central, Dads for Life, National Family Celebrations, were all consolidated under a single unifying umbrella renamed “Families for Life”.
IMPACT: A National Movement for Families
Since rebranding the National Family Council to Families for Life in Singapore, it has transformed 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.
Fast forward to 2022, Families for Life has gone from strength to strength in fulfilling its vision to build strong and resilient families because these strengthen communities and individuals.