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| Source: P&G. |
In a recent survey conducted by Procter & Gamble (P&G) as part of its Thank You, Mom campaign, results showed that 82% of Singaporeans believe that they have a “very close or close” relationship with their mothers.
The survey, which polled over 300 Singaporeans between 18 to 34 years of age, found that 62% of respondents would share selected details about their life with their mothers while 22% would “tell [my] mom everything”.
However, despite being close to their moms, only 5% of Singaporeans would say ‘I love you’ to show appreciation. Almost half (46%) would rather show affection by “giving her something she likes” and 29% would demonstrate this by “helping her with household chores”.
Madam Heng Aik Shian, Associate Director of Procter & Gamble, Singapore Country Sales & Asean e-Commerce said, “We have always placed significant emphasis on the importance of family and as a proud sponsor of Moms, the P&G Thank You, Mom campaign is driven by appreciation for the most important women in our lives."
P&G collaborated with local artistes and designers to create themed content in support of the Thank You, Mom campaign. These include the specially designed Thank You, Mom EZ-Link cards and voluntary work with Habitat for Humanity in the local community.
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| Source: P&G. The three EZ-Link card designs designed by Grace Ciao. |
Grace Ciao, a Singapore fashion illustrator whose signature style involves integrating real flower petals into her illustrations, has designed a series of three EZ-Link cards themed around mothers and SG50 for the P&G Thank You, Mom campaign. To get these limited edition cards, shoppers at NTUC FairPrice simply have to spend S$30 on any participating P&G brand to redeem the cards from June 1 to July 31, 2015.
As part of SG50, P&G recently supported Habitat for Humanity Singapore’s Project HomeWorks to clean 50 homes in support of improving safety and sanitation in the homes of the elderly, sick and physically-challenged. Project HomeWorks aims to help the less fortunate in our society who are unable to clean their homes and as a result, live in unsanitary and unhealthy conditions. By mobilising volunteers in the community, this project seeks to ensure no one has to live in an unsafe or unhygienic environment.