Singapore’s low birth rate will increase the burden of healthcare and pension provision on the future labour force. But encouraging couples to have children using rational arguments such as economic growth and statistics doesn’t work. So we wanted to show them that even if having children might disrupt their routine, it’s the most exciting, fun, challenging and rewarding time they will ever have. And that being a parent might actually be the dream job they’ve been looking for.
So, the idea is to create a recruitment company called SPPA (for Singapore Planned Parenthood Association). Then, we will write a whole range of job ads – from architects to compliance officers – and post them on popular recruitment websites and LinkedIn. Our career-first audience will receive notifications about the new roles, and those who are interested will of course click to find out more about the jobs. Except that when they read the descriptions, it will turn out that these dream jobs are actually for the role of parent. People will then simply have to apply for the position to be sent an email with information about family planning.