A call to care

Abstract

Imagine a Singapore where every elderly person is cared for by their children at home. This scenario is possible; small strides are underway to prepare us for it. But in the face of an impending silver tsunami, we must ask: Is enough attention given to nurture family caregivers, in particular today’s youth, whose parents are the elderly of the future? This campaign was mounted in response to Singapore’s rapidly ageing population that will make today’s youth caregivers to their elderly parents in the future. Secondary research has revealed that family caregivers bring great benefits in caring for their ill kin (care recipient), but may not always sustain the care. Insights from nurses and medical social workers were sought to explain possible reasons for this disconnect, focusing on young caregivers. From this, a quantitative survey was conducted to understand youths’ attitudes and perceptions towards caregiving, and their current caring behaviors. From the survey findings, this campaign was launched to promote the idea that caring can be simple, targeting youth aged 19 to 25. The campaign set out to raise awareness of the positive aspects of caregiving, to encourage caring behaviours towards parents and to strengthen the relationship between parent and youth. Through storytelling and motivation, A Call To Care aims to ultimately build a strong caregiving foundation in Singapore.