To promote the Families for Life Council’s (FFL) “Share-the-Care” movement, the Ministry of Social and Family Development collaborated with Mr Brown (aka Lee Kin Mun) – a well-liked influencer in Singapore. The famed comedian and “Blogfather” of Singapore shared the “Kim Huat and the Ribbon” video across his social media channels, which gained immediate attention with over 100,000 views and 660 shares overnight.

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Kim Huat waits for his bus while working on a little gift. a production of mrbrown.com #covid19 #SGUnited #SingaporeStrong #FFLShareTheCare A post shared by @mrbrown on Twitter (@mr_brown) on Mar 1, 2020 at 5:31pm PST

Initiated as part of the #SGUnited efforts, the movement encourages families to bond with one another and other families to show their support for our community’s unsung heroes who are tirelessly battling against the COVID-19 outbreak. These include the people “who keep our community clean and safe or those who help us go about our lives normally such as the cleaners in our estates, bus drivers, school bus drivers and so forth.”

Kim Huat waits for the bus while making a little gift…#COVID19 #SGUnited #SingaporeStrong #FFLShareTheCare pic.twitter.com/buCn6Cmu0r

— mrbrown (@mrbrown) March 2, 2020

The campaign was boosted through influencer marketing, which helped spread the information faster and broader on social media. Mr Brown has a massive fan base of 411.8k followers on Twitter, 103.7k on Facebook, 35.3k on Instagram, and 42.4k on YouTube – a great booster that led to the campaign’s incredible initial results. The video received nearly 11k views on Instagram, 80.7k on Facebook, 7.9k on Twitter, and 4.8k on YouTube. Mr Brown’s short video helps extend the FFL’s invitation to everyone while encouraging them to join the movement. Families are urged to pay it forward with Share-the-Care baskets containing games and a DIY kit suitable for kids, families, and senior citizens.

Watch the full Mr Brown YouTube video here:

About the Movement

Families for Life started the FFL “Share-the-Care” movement in March 2020 to “encourage families to bond with one another and other families in showing support for our community’s unsung heroes.” The council has put together a care basket containing various games and activities such as DIY materials for the FFL Share-the-Care red ribbons, traditional games (five stones, paper ball), FFL Tote Bag, MSF Baby Bonus Parenting Resources (fingerprinting kit, reading and rhyme cards), Dads for Life “Knowing Me, Knowing You” family card game, People’s Association’s Playdate kit containing 7 family games and activities, and National Library Board’s Reading interest profiling toolkit. Interested families and individuals may fill up this form to sign up. Note that each household is entitled to one basket on a first-come, first-served basis. For more information, visit this page: https://go.gov.sg/fflsharethecaresg.

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