This document provides an overview of "The Real Reunion" campaign which aimed to encourage stronger bonds between youths and their parents through shared family meals. It conducted surveys that found youths dining less with parents and more with friends. The campaign had three phases, beginning with generating interest through videos and articles. Phase two included outreach events and a photo contest. Phase three partnered with celebrities and organizations. The campaign met its objectives of increasing awareness and positively influencing attitudes and behaviors around family dining.

1. The Real Reunion
Campaign Overview

2. SUMMARY

3. BACKGROUND STORY
Too busy for family meals?

4. PRE-CAMPAIGN SURVEY
Total respondents: 303 youths aged 18 - 25
Most frequently, who do you normally dine with?
Youths today are dining less with their parent(s) and more with
their friends. There is a need to reconnect youths to their parents.

5. FOCUS GROUP KEY FINDING
Erin, 20, Chinese
TOTAL RESPONDENTS:
6 youths of different ethnicity

6. ABOUT THE CAMPAIGN
our purpose
BONDING THROUGH MEALS
Improve parent-youth relationship
CULTURE-FREE & DAY-FREE
Redefine the notion of “Reunion Dinner”

7. TARGETAUDIENCE
PRIMARY
Youths (18-25)
SECONDARY
Young Parents
TERTIARY
General Public

8. CAMPAIGN OBJECTIVES
INFORMATIONAL
To increase knowledge on
the benefits family meals
among target audience by
15%
ATTITUDINAL
To create a favourable
attitude change in 20% of
target audiences in having
meals with their parents
BEHAVIOURAL
To influence 5% of
target audiences to have
meals with their parents
more than twice a week

9. CAMPAIGN PHASES
PHASE 3:
Reaching out to
the wider public
PHASE 1:
Generating interest,
buzz and excitement
PHASE 2:
Engagement and
participation

10. CAMPAIGN PHASE 1

11. CAMPAIGN PHASE 1
Generate interest, buzz and excitement
Tips to bond over meals
Shared family recipes
Photo quotes
Infographics
Interviews and series of
campaign videos
Articles & "findings on
importance and benefits of
family meals
Leverage on the
International Year of the
Family (IYF) to generate
more awareness

12. PRIME MINISTER: LEE HSIEN LOONG
Invitation to the NTU Ministerial Forum 2014
The Real Reunion team was invited to the event and our
campaign was mentioned on stage by PM Lee.

13. OFFICIAL FACEBOOK
The campaign was also featured on PM Lee’s social media channels

14. INSTAGRAM &TWITTER

15. PHOTO QUOTES
PM LEE
I am happy that "The Real Reunion" team a t N T U
a r e d o i n g s o m e t h i n g t o encourage families
to bond over meals. A "Real Reunion" indeed
transcends race, culture and tradition. In this
International Year of the Family, let us cherish not
just festive holidays but also everyday moments
with our family, and our extended family too.
Photo quotes from youths as well as influential people were shared
online to generate buzz and to lend a credible voice to our campaign

16. OPINION LEADERS
Parliamentary Secretary
Ministry of Social and Family Development

17. YOUTH BLOGGER
To raise awareness & share information
Text
Blog Post Link: http://bit.ly/1dZCXZQ

18. CAMPAIGN VIDEOS
Reunion Dinner Video Too Busy For Family Meals?
Our Journey Video Survey Findings Infographic

19. INTERVIEW VIDEOS
We interviewed youths & celebrities to share their thoughts on family meals

20. CAMPAIGN PHASE 2

21. CAMPAIGN PHASE 2
Engagement and participation
1000 PostcardsMailed
Instant Photo Booth
Campaign Message
At End Of Each Stage
“Favourite Dining
Moment” Photo Contest

22. OUTREACH LOCATIONS

23. BEHIND THE SCENES
Instant photo booths with fun props were set up. Youths were also
encouraged to write a post card and invite their parents out for a meal.
More than 1000 postcards were sent out!

24. Backdrop

25. COLLATERALS POSTER

26. COLLATERALS BROCHURE

27. COLLATERALS POSTCARD

28. PUBLIC DISPLAY
Standees Event Backdrop

29. MOBILEAPPLICATION
A food memory mobile game application for both Apple and
Android devices was developed.

30. Pop-up banner messages & key campaign messages were shown

31. FACEBOOKAPPLICATION
Wishpond Application

32. Prizes For Photo Contest Proudly Sponsored By OSIM

33. CONTEST ENTRIES
Families can submit their favourite dining moments and here are some of
the heart-warming entries.

34. More entries...

35. The photo contest attracted more than 41.9 thousand visitors over the span of a month

36. CAMPAIGN PHASE 3

37. CAMPAIGN PHASE 3
Reaching out to the wider public

38. SCAPE BOOTH &FLASHMOB

39. CELEBRITIES
Daphne Khoo, Dasmond Koh, Aloysius Pang, Kimberly Chia & Xu Bin
Photo quotes and interview videos were shared to generate buzz

40. PARTNERSHIPS
We partnered with Milk & Honey Gelato to decorate the entire
cafe with our “Reunion Dinner” theme.

42. FINALE EVENT

43. FINALE EVENT
The Real Reunion Dinner (9th March 2014)
The team partnered with MSF in celebration of IYF to secure
our Guest-Of-Honor and print coverage for the event.

44. GUEST-OF-HONOUR
Parliamentary Secretary for the Ministry of Family and Social Development
Event speech link:

45. 200Attendees @ Blisshouse

46. CULTURE-FREE DAY-FREE

48. INSTANT PHOTO BOOTH
Pink Blue Photography

50. STAGE GAMES

51. 7 FAMILY BLOGGERS
Popular family bloggers graced the event & all followed up with a
dedicated blog post for our event

52. “We do not need special occasions to dine together.
If we parents do not make an effort to dine with our
young ones, how can we expect the kids to dine with us
when they enter their teenage years?”
Andy Lee
www.SengKangBabies.com
Top 10 Finalist of
‘Best Family’ category
Singapore Blog Awards

53. “At the end of the day, having dinner together a family is not about having a
sumptuous feast. Rather, it is feeling blessed to have your loved ones by
your side and sharing the things that everyone loves together. And we do
not have to wait for festive holidays to show much we cherish each other,
for we can also do so everyday.”
Kelvin Ang
www.Cheekiemonkies.net
Top 10 Finalist of ‘Best Family’
category Singapore Blog Awards

54. CAMPAIGN OBJECTIVES MET
Information
Attitudinal Behavioural
16%
35% 6%

55. CAMPAIGN VALUE
Sponsorship

56. ADVERTISING SPACE

57. ADVERTISING SPACE
Major Dance Studios

58. MEDIA: TV
Good Morning Singapore Channel 8 Channel U
Other than going on radio stations to promote our campaign, we were
invited to the 早安 好 morning show and The Real Reunion Dinner was
covered on both Channel 8 & Channel U.

59. MEDIA: RADIO
•UFM 100.3
•Capital 95.8FM
•Love 97.2FM
•938 LIVE

60. MEDIA: PRINT
U-Weekly Hey! Magazine

61. MEDIA: PRINT
ShinMin Daily Newspaper

62. MEDIA: PRINT
Lianhe Zaobao TODAY

63. ONLINE: SOCIAL MEDIA

64. CAMPAIGN WORTH
$56,589 $268,994
$863,448 11,653,480

66. Keep Bonding Through Meals!