Tackling a social issue

2024

Familiar Strangers is a campaign designed to tackle the pressing issue of social isolation among the elderly in Singapore. Research shows that many elderly individuals still experience social isolation despite living with their families, suggesting that living with others does not guarantee the social support they need. The root of this issue possibly lies in the lack of understanding and communication between the elderly and their children, resulting in the elderly feeling disconnected and socially isolated from their family.

The Familiar Strangers campaign aims to address this by encouraging Gen X individuals who live with their elderly parents to initiate and engage in more meaningful conversations. By fostering better understanding and connection, this could enhance familial relationships and reduce feelings of social isolation in the elderly.

Lenticular billboards will be displayed in MRT stations of neighbourhoods with a high elderly population. As people walk past, the perspective of the billboards shift between “familiar” and “strangers,” illustrating the impact that communication has on the relationships between Gen X and their elderly parents.

Print ads will be placed at bus stops to raise awareness about the fact that many socially isolated elderly live with their families. 

Pop-up booths will be set up at the void decks of HDB blocks in neighbourhoods with a high elderly population, with the goal to encourage Gen X individuals to bring their elderly parents and engage in meaningful conversations over a cup of coffee or tea.

To redeem a drink, participants can snap a photo together at the booth, scan the QR code on the printed photo, and obtain a free drink from the machine.

Additionally, each cup features conversation starters to facilitate the conversation. The printed photo also includes a prompt for participants to write down their favourite memory with their parents, encouraging deeper connections and shared reflections.