Many Singaporeans see quality family time as an elusive ideal. To help them realise it is achievable, we redefined quality family time as something that can happen in small moments. We also wanted to encourage employers to support this, based on studies that show happy workers are more productive. This led to our campaign tagline, “Let’s create quality family time at home, work, and play!”

For the National Family Festival 2025, we launched an impactful campaign using this message. Our compelling key visual and adaptable assets for digital and out-of-home platforms successfully drove public participation, illustrating that family time can thrive anywhere.