Mentalking

Singaporean men tend to be the strong, silent type. Yet, as their strength declines in their ageing years, their voices need to be better heard. Without an understanding of their healthcare needs, aspirations and worldview, often distinct from women, national ageing initiatives will struggle to serve half their target demographic.

To shed light on this under-served profile, we organised a small social media contest to encourage the public to interview their fathers on video. Suggested questions included “What was it like to hold me for the first time as a baby?” and “What were your challenges as a new father?”, questions that led to heartfelt sharing, after some awkward hemming and hawing.