Lien Foundation spotlights fathers in interview-style campaign

The Lien Foundation is launching a Father's Day social media contest titled "Mentalking" to encourage Singaporeans to interview their fathers or father figures on camera and share it on social media. 

The campaign is part of a collective effort to discover the seldom-heard wisdom of senior men, honour their lives and stand a chance to win prizes.

Don't miss: From diapers to dollars: Dad-fluencers are on the rise in Asia 

To join, contestants need to conduct a short video or share a photo on social media. 

For the video contest, contestants have to interview their fathers or father figures about their life. Three winners will be selected to win SG$500 worth of dining and shopping vouchers each. 

Meanwhile, the photo contest will see contestants sharing a photo of themselves and their dad and answer the question "What is your best piece of advice for your children?" 10 winners will be randomly selected to win dining vouchers worth SG$150 each.

“Many senior men are of the strong and silent type, a result of both personal resilience and social conditioning. But silence does not mean the absence of needs or wisdom. As the once-strong men in our lives grow frail, we need to start hearing their voices better,” said Lee Poh Wah, CEO, Lien Foundation. 

The campaign is inspired by award-winning photojournalist and adjunct lecturer at NTU Samuel Hu who was commissioned to conduct 20 video interviews with senior men in kopitiams and other community spaces. 

In true kopitiam-style, the men spoke candidly about a range of topics, revealing hints of wisdom earned from struggles and triumphs. 

“Although our conversations were short, they were surprisingly intimate. The men were open to talking about past regrets, crippling sickness and even their love lives,” said He. 

“This contest is an opportunity to have the kind of conversation with our fathers and father figures we always wanted, but maybe never had the chance to,” added Lee. “They may like this gift better than a new pair of socks." 

Lien Foundation's "Mentalking" campaign is a rather unique one and hopefully sparks more campaigns this coming Father' Day. Last year, multiple brands and agencies did not plan Father's Day activations and campaigns. The lackluster celebrations could likely be attributed to the fact that brands tend to cater to what the market responds to, and in most cases, mothers and women in general are more receptive to emotional celebrations, according to Joey Gan, the Malaysia market lead for PRecious Communications at the time. 

There are numerous ways to pamper, treat, and celebrate moms throughout the entire day, she noted. This allows more brands to participate, each with their own unique proposition, to make the day even more special.

In contrast, Gan said, when it comes to celebrating our fathers, there isn't as much excitement compared to the enthusiastic response from mothers. 

"Practical gestures and gifts tend to be the preferred approach for dads. As a result, the opportunities for marketing gimmicks in the space are relatively limited," added Gan last year. 

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles: 
Barbie pays homage to dads who go the extra mile in touching Father's Day film 
Why opting out of Father's Day campaigns can be detrimental for adland  
Singtel tugs at heartstrings with Father's Day ad