The real reunion: an integrated campaign to strengthen family bonds through meals

Authors
Chen Zhihui, Lim Hiok Hwee Desmond, Tan Nian Shun & Toh Yew Zhen

Supervisor
Dr Yeoh Kok Cheow

Year
2014

Abstract

Targeted at youth aged 18 to 25, the campaign seeks to leverage on family reunion dinners to bond families and improve parent-child relationship through meals. The campaign’s main objective is to educate youths that Chinese reunion dinners can be culture-free and day-free. To garner attention and interest, the campaign employed the use of popular social media tools, a website and an interactive mobile application. To create desire and action, the campaign leveraged on multiple school outreach activities, an outdoor roadshow and a finale mass family reunion dinner event. One of the highlights of this campaign was that it received special mention from Prime Minister Lee Hsien Loong at the NTU Ministerial Forum 2014.

Click link to view
http://hdl.handle.net/10356/59597

Additional links

https://www.facebook.com/therealreunionsg