Centre for Fathering (CFF) is an NGO that seeks to promote active and involved fathering through our father-child experiential programmes and fathering workshops conducted in schools, prisons, religious organisations and companies.
CFF organises three nation-wide events every year – Eat With Your Family Day, Back To School With Dad and Celebrating Fathers – to remind and encourage fathers to set aside time to be with their families and to help create a culture that promotes involved fathering.
Being a not-for-profit organisation run largely by volunteers, they had lacked the funding to create compelling content for their Facebook page, DadsforLife.sg, to promote their mission and initiatives.
In 2017, they received funding through a government grant and engaged REBL to communicate their mission and purpose to a wider audience, with a focus on the younger generation of millennial fathers from the PMET demographic.
Our solution was to create compelling, human-interest profile content of real fathers and their children – the likes of which the client had never had – that would resonate at an emotional level with Singapore fathers.
Our content aspires to tug at their heartstrings and existing desire to do more for their children, to motivate them to take simple actions to spend more time with their children – first to simply make the most of the time they already spend with them, and then to carve out more time – in incremental steps.