For love's sake : a social communications campaign that promotes shared parenting to parents to combat mum

• Main Authors: Ong, Elysia Kirstin Shi Ming, Fung, Rui Qi, Ong, Jayne Zu Hua, Pang, Wen Shuan
• Other Authors: Kang Hyunjin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication::Communication theories and models; Social sciences::Communication::Audience research
• Online Access: https://hdl.handle.net/10356/137563
• Institution: Nanyang Technological University

This paper presents For Love’s Sake, a pilot social communication campaign that aimed to mitigate mum guilt through promoting shared parenting amongst working parents with children aged 0 to 3. In 2019, 4 in 5 Singaporean mothers experienced mum guilt, with more experiencing it earlier on in motherh...