This is a poster for the annual Eat With Your Family Day and it's directed at the fathers. It's almost pathetic. It has to spell out for them what to do -- cook (one dish it says, not even a full meal is to be hoped for), or take your family out, or at the very least, bring home something they'd like to eat. And if the dads register their participation at a website, they stand a chance to win prizes.
What about mums? Shouldn't they win something for doing something they do all year round?
2 comments:
Wow - this is so unbelievable. Is this new campaign by the Singapore government? Are absent dads from the dinner table such a big problem in Singapore? And why are they discriminating against lunches?
Having said that, I think it should be a worldwide campaign. I think the problem is not so much fathers as men. They're just not into cooking. Their excuse is that they're hunters, not foragers.
Hmmm ... as you know, I used to work in advertising, and the more I look at this campaign, the more I see the workings behind it. It's part of a larger strategy, with future follow-ups geared at gradually "feminising" the Singapore male, and making it socially-acceptable to be doing things like the housework, cooking, showing emotions. Packaging it as part of happy family life (a good/responsible/ smart dad is one who ...). Clever. And why not? About time too.
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