When finding our solution for this months Young Glory-brief we quickly realized that there is no easy solution to the Singaporean birth-rate problem. Declining birth-rates remains a problem in most well-developed countries worldwide, and in the shadow of economical recession and environmental instability reluctance towards childbirth is understandable. We chose to approach the problem from a cultural point of view. Asking the viewer what his or her priorities looks like in a society where careerism and materialism often fill the empty void inside of us once designated for love of our friends and family. 
What is truly important in life?
Made by Marcus Pettersson & Oscar Nilsson 
Advertising students at the Academy of Art University in San Francisco
Voice-over: Hugo Albrektson & Linnea Berglund