Pink Dot SG questions traditional definitions of family in new campaign video

Singapore’s annual LGBTQ+ rally, Pink Dot, has released a moving campaign video as it begins celebrations that will lead up to an annual event at Hong Lim Park.

Playing on the theme of celebrating all families, the video features non-traditional families that may be adopted, chosen or queer alongside biological families to emphasise the idea that families are not defined by what they look like on the outside, but rather by the love they share and the bonds one has chosen to forge.

The video begins with families posing for their family pictures with queer individuals looking visibly uncomfortable in the presence of their own families. It then transitions to happier non-traditional families as they go about their daily activities to show that all families are valid and important in society for individuals to feel a sense of belonging and comfort.

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“Family should be a source of love, safety and comfort. However, LGBTQ+ people experience so much rejection and hurt, not only from family members who may struggle to accept us, but from segments of society who espouse harmful messages that pit us against ‘family values’,” said Clement Tan, a spokesperson for Pink Dot SG, in a statement by the organization.

The campaign, which will run through the year, will include the iconic LGBTQ+ rally at Hong Lim Park on 24 June 2023 with a night-time formation and mainstays such as the Pink Dot Concert, speeches and community tents.

The video itself was spearheaded by Pink Dot's organising committee and was directed by filmmaker Boo Junfeng.

Pink Dot 15 has also unveiled a new initiative titled “My Family Matters'', a series of ongoing tea sessions for the families of LGBTQ+ people. Spearheaded by counselling and support group Oogachaga, the initiative is co-hosted by Pink Dot SG and community groups, namely Supporting and Affirming Family and Friends of LGBT (SAFE), Free Community Church, and Inter-University LGBT Network.

Tan added on by saying: “Parents of LGBTQ+ persons often grapple with isolation and lack of support, further complicated by societal pressures and misinformation amplifying feelings of fear and shame on both sides. Through this programme, parents will have access to reliable and trustworthy information about the LGBTQ+ community,and meet other parents who are in similar situations.”

When MARKETING-INTERACTIVE reached out about the difficulties faced in receiving dollar support, Pink Dot shared that there are high barriers in place for companies to qualify as ‘Singaporean’ where owners must all be Singaporean. They also shared that due to new regulations, fundraising remains challenging although the situation has improved from what it was in 2017.

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