The Parent’s Guilt
Issue:
Singaporean parents are so caught up with providing for their children and always want the best for their children. However, sometimes what they define as the best is what sometimes stands in the way of them enjoying this journey of parenthood. They work so hard for their children but fail to spend time with them.
Idea:
In support of family bonding in Singapore, Lego will launch the ‘Brick by Brick’ Pledge Campaign. The four iconic material pursuits, Car, Cash, Career and House, that are the sources of parent’s guilt of not spending time with their kids will be made of lego bricks in macro and micro versions to be displayed and distributed. Parents who have received the micro lego blocks will piece the blocks together and be encouraged to join in the minute pledge in which they are able to pledge any amount of time to be with their kids. The micro lego block will also serve as a memento for them to be reminded of their pledge to their kid.
Desire Outcome:
Busy working parents will be aware of their guilt and start to make conscious efforts to build better bonds between them and their children. Bonds that are well, literally, strong as bricks. Finding time for the kids shouldn’t be that hard and complicated. All it takes is just a little commitment and effort everyday. Brick by brick, Bit by Bit, Day by Day.
Singaporean parents are so caught up with providing for their children and always want the best for their children. However, sometimes what they define as the best is what sometimes stands in the way of them enjoying this journey of parenthood. They work so hard for their children but fail to spend time with them.
Idea:
In support of family bonding in Singapore, Lego will launch the ‘Brick by Brick’ Pledge Campaign. The four iconic material pursuits, Car, Cash, Career and House, that are the sources of parent’s guilt of not spending time with their kids will be made of lego bricks in macro and micro versions to be displayed and distributed. Parents who have received the micro lego blocks will piece the blocks together and be encouraged to join in the minute pledge in which they are able to pledge any amount of time to be with their kids. The micro lego block will also serve as a memento for them to be reminded of their pledge to their kid.
Desire Outcome:
Busy working parents will be aware of their guilt and start to make conscious efforts to build better bonds between them and their children. Bonds that are well, literally, strong as bricks. Finding time for the kids shouldn’t be that hard and complicated. All it takes is just a little commitment and effort everyday. Brick by brick, Bit by Bit, Day by Day.
