Make Family Time More Fulfilling

Singaporeans’ top priority is family, but they don’t have enough quality time together. Ninety-two percent of Singaporeans cite family as their top priority, even over personal health, financial stability and career.

In day-to-day life, family time gets squeezed out. Singapore is known as “workaholics central”, with residents putting in the longest hours at work worldwide. Half of all Singaporeans cite long working hours as a key barrier to spending time together with family. Even when family members are physically together, they’re not really spending quality time together.

To address the issue, Wunderman Thompson Singapore tapped the smallest yet mightiest influencers: kids. This sparked heartfelt discussion and reflection with Singaporean parents, with an authentic social experiment film reminding parents to spend more quality time with their families despite their busy schedules.