SINGAPORE – An expanded definition of family – one that includes grandparents, aunts and uncles – and encouraging families to help those beyond their kin are among the shifts that Mr Keith Magnus hopes to see in time.
Shrinking family sizes make it increasingly important to widen support networks around children, said Mr Magnus, who was appointed in January as council chairman of Families for Life (FFL).
Calling Singapore’s record low total fertility rate (TFR) an existential issue, Mr Magnus said movements like FFL can play a role in highlighting the joy of parenthood to shift mindsets and complement broader efforts such as the new inter-agency workgroup.
The Marriage and Parenthood Reset Workgroup, chaired by Minister in the Prime Minister’s Office Indranee Rajah, was formed after Singapore’s TFR fell to a historic low of 0.87 in 2025. The work group will release a full report in early 2027.
Speaking to the media about helming his first National Family Festival (NFF) – a month-long series of events and activities in June across Singapore – in his leadership term, Mr Magnus said he hopes for the movement to include a larger family archetype.
The NFF is part of the FFL movement, run by the Ministry of Social and Family Development. FFL was first formed in 2006 under the name National Family Council to promote resilient families.
Mr Magnus, who has been married since 2002, said: “The truth is, (neither) the Government (nor any) Act of Parliament is going to be able to legislate to say that you have to be a good husband or father, for example. How do you enforce it? There is no checklist.”
So, FFL is meant to raise suggestions and communicate what a strong family might look like, said the father of three. He has two daughters aged 16 and 21, and a 19-year-old son.
He also hopes that families will turn outwards and help others around them to encourage social cohesion.
“If we are always focused on only our own family, there is a risk that we become a very selfish society. If you are from a strong family, helping another family who is less so will help social cohesion in a greater way,” he said.
“Having built resilience and strength with your own families, how can you help your neighbour? How can you help the community? How can you make Singapore better?”
NFF 2026 runs from May 30 to June 28, with the theme, Family Begins with Me. Its key message is that strong families are built through consistent actions such as showing up, staying present and sharing meals.
The campaign will also encourage employers to adopt family-friendly cultures and practices that enable employees to better balance work and family commitments.
NFF 2026 will open with the NFF Family Carnival @ EXPO from May 30 to 31.
Mr Magnus said the third shift that FFL aims to make is to have conversations about the joy of parenting, amid challenges such as the cost of living and the sacrifices that parents need to make.
“There is unspeakable joy when one becomes a parent, and if we can reclaim that bit of joy, it would be powerful. Children give you such capacity to love, that all of a sudden, it doesn’t quite matter that I had to adjust my life to make room so that I can love them effectively.”