A nation-wide community movement aims to raise awareness of the importance of active fatherhood in the run-up to Father’s Day this year.

For the first time, restaurants, retailers and attractions will be coming together this June in support of the “Celebrating Fathers” initiative in Singapore. Collectively, we want to recognise the important role Dads play in the family and celebrate fathers. The initiative is organised by Dads for Life, Mediacorp and supported by the National Population & Talent Division and the Ministry of Social and Family Development.

Says Mr Edwin Choy, founder of the Centre for Fathering in Singapore, “Traditionally, the responsibility for parenting falls more heavily on the mother, especially in Asian societies. Many studies have shown that our children thrive when fathers are just as involved with their upbringing. We hope that Celebrating Fathers will help dads recognise the invaluable role that they play in the family. Dads for Life hopes to connect with fathers in Singapore to equip and support them in their role as involved fathers”.

“Mediacorp strives to bring families together with our content on television, radio or magazines, and also in organising meaningful events to celebrate families,” said Debra Soon, Head, Family English Segment, Mediacorp. “We recognize the important role fathers play in families, and are happy to be part of this celebration of fathers’ contributions to families.”

To reach out to Fathers this June, 700,000 “My Dad for Life” kits consisting of a Father’s Day card and a wristband will be distributed to all children aged 2-19 across childcare centres, kindergartens, and MOE schools. These will also be distributed to our full-time National Servicemen (NSFs). They will be encouraged to pen a personalised message on the Father’s Day card and present it to their fathers or a father figure in their lives. The wristband signals the community’s appreciation for fathers.

Another 150,000 kits will be distributed in the community to fathers who do not have children in the school or national service systems. Members of the public can pick up a kit at the customer service counters of all SAFRA Clubs, and at cashier counters in Ya Kun Kaya Toast outlets across Singapore by 23 May 2016, while stocks last. The kits will also be distributed at various locations where the Dad Spotting community movements take place.

Dad Spotting Community Movement

Our volunteers from the People’s Association, Temasek Polytechnic, Catholic High School and St Hilda’s Secondary School will be out on the streets to spot fathers who are wearing the wristbands in the month of June. Fathers who are “spotted” will receive a surprise token of appreciation in recognition of their contributions to their families and encourage them to continue being an involved father. Locations for the “Dads Spotting” events include MRT stations, Capitaland Malls and other public spaces across the island. Specific details on the time/venue of the “Dad Spotting” events will be revealed weekly from end of May on Dads for Life’s Facebook Page and via its website.

Deals for Dads

Fathers who wear the wristbands in June also be entitled to special deals at almost 200 locations islandwide. These deals are offered by over 40 community partners supporting the “Celebrating Fathers” initiative.

Dads’ Day Out event

On Father’s Day on 19 June 2016, a special event called Dads’ Day Out will be held at the OCBC Square at the Singapore Sports Hub, and feature fun-filled activities that promote father-child and family bonding. There will be stage games and appearances by favourite Mediacorp artistes. The event is free for all. In the lead up to Dads’ Day Out, there will also be contests on Mediacorp platforms. Families can win special treats for their dads, complete with a surprise home visit by a Mediacorp radio DJ.

Other Community Events

Many of our community and private sector partners will also be recognising fathers through their programmes in June. The National Library Board will roll out a special reading programme for dads and their children as part of the National Reading Movement. Madame Tussauds Singapore will be encouraging father-child bonding with a special “Spot the Dads” activity for families. As a finale to the “Celebrating Fathers” initiative, the Families for Life Council will be organising a picnic on 25 June to encourage fathers to spend quality time with their children and families.

The “Celebrating Fathers” movement ties in with larger national efforts to foster a whole-of-society mind-set towards making Singapore “A Great Place for Families”.

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