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Embracing PArenthood


About Embracing PArenthood Movement

The Embracing PArenthood Movement (EPM) is a community-led initiative organised by the People’s Association (PA), Family Life Champions (FLCs) and Grassroots Organisations (GROs), in partnership with Ministry of Social and Family Development (MSF) and National Population and Talent Division (NPTD), sponsored by NTUC Social Enterprises and Singapore Tote Board to celebrate the birth of your newborn, embrace the joy of parenthood and build strong communities of support for young families.

The movement aims to work towards a society where marriage and parenthood is achievable, enjoyable and celebrated and will reach out to all parents with Singapore Citizen babies born from 2016 onwards.

Parents with eligible babies born from 2016 will receive an invitation card to attend the Embracing PArenthood Celebration by their respective constituencies where they will receive the gifts and participate in a series of family-centric activities to strengthen their familial bonds and support them in their parenting journey.

Download 2019 EPM Calendar

Download our e-copy Embracing PArenthood 2019 Calendar to learn more about different parent-child bonding activities and useful parenting tips here!

What to expect at the celebrations?

The celebrations will provide an opportunity for families in the same neighbourhood to get to know one another better. There will also be a platform for community partners to engage parents to share information on parenting and family bonding. Families can also look forward to a variety of family bonding activities such as parent-child craft making, parent-baby mass activity and will also be presented with the PA Play.Bond.Grow Gift Set.

Parent-Child Bonding Activities

Participating families will get to strengthen their bonds through different meaningful learning play experiences such as craft making, music and movement and many more!

Parent Child Bonding Activities 2

Expert Sharing Corner

As part of the PA’s continuous efforts in fostering a community with many helping hands to better support families, the Expert Sharing Corner will leverage the expertise of community partners such as the Centre for Fathering, Health Promotion Board, KK Women’s & Children’s Hospital, National Library Institute and National Dental Care, as well as People’s Association Ask Kopi Kakis (AKK) booth to provide parents with easy access to information relating to Government policies to support parenthood and strong families, child’s health development and many more.

Expert Sharing Corner

Parents Support Groups

Besides enabling parents to learn from the experts, the Embracing PArenthood Movement Celebrations are also designed to promote interaction among parents, so that families can form their own support networks and help one another in the community.  Please contact the following Community Clubs if you are keen to join their Parents Support Groups:

Constituency Contact Number
Boon Lay 6261 7184
Eunos 6243 4552
Mountbatten 6344 7387
Punggol West 6444 1128
Sengkang West 6489 4959
Tampines Central 6785 0004
Teck Ghee 6456 7124
Toa Payoh Central 6252 1249
West Coast 6779 1098

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Families attending the celebration will also get to enjoy the following:

PA Play.Bond.Grow Gift Set

PA Play Bond Grow Gift Set

The PA Play.Bond.Grow Gift Set contains meaningful items for parents to create shared family memories. In the gift set, parents can find three items to help you play, bond and grow with your little one. 

Play Bandana Buddies Activity Animal  Bandana Buddies Activity Animal 
Bond My Little Book of Values + Animal Finger Puppets My Little Book of Values and Animal Finger Puppets
Grow "Moments" Envelope Album Moments Envelope Album
NTUC Good Start Bundle

NTUC Good Start Bundle

NTUC Social Enterprises is one of our main sponsors of Embracing Parenthood Movement and they will be presenting the families with a NTUC Good Start Bundle that consist of an Early Experiences Matter Parent-Child Activity Book and Waiver of first year’s cash premium for Enhanced Incomeshield for the newborn and other gifts or vouchers. For more details, visit

PAssion Baby Card


All Singapore Citizen babies are invited to apply for the PAssion Baby Card online which serves as a contactless stored value smartcard with a validity period of 5 years for free.

This baby commemorative memento features a personalised family or baby’s photo emblem on the cardface and serves as a memento for your family. 

Parents can log on to to submit the application. The card will be sent to the parents within 10 weeks upon successful submission.

Is your baby born in 2018/2019?

Join us in celebrating our parenting journey together.  Look out for the invitation card sent by the community club in your constituency or you could contact them to find out more!

Follow us at for other family programme updates. For enquiries, please email us at

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Page updated 16 Apr 2019