Can advertising make babies and get birth rates up? DDB tries harder.
The most awarded campaign at the 2013 Cannes International Festival of Creativity went to a public service message from Melbourne Metro Trains ‘Dumb Ways to Die’.
If you think metro safety is a tough brief, how about persuading work-obsessed Singaporeans to have kids? Now, that’s really tough.
This has to be the hardest persuasion brief that we have ever attempted as it is the lightning rod of public service campaigns (especially coming from the Prime Minister’s Office) – it often provokes a high level of cynicism, if not outrage, from fellow Singaporeans.
And understandably so, given how hardworking and driven Singaporeans are – having children just seems too hard and too much a sacrifice to make.
You cannot sugar-coat or romanticise the challenges of having children. It is no easy feat, but then again, it is the most worthwhile thing you could ever achieve in your life.
Few parents would disagree with that. And yet, too many young couples never realise that – until perhaps it’s too late.
Nothing worthwhile is ever easy.