03 Oct 2025 – This Children’s Day, local charity Focus on the Family Singapore seeks to encourage parents and young children to bond over meals without screens, fostering stronger relationships and healthier habits – through the FAM JAM Campaign and its inaugural FAM JAM Fest.
In fast-paced Singapore where families are often rushing from one activity to another, mealtimes offer natural opportunities to cultivate connection between parent and child.
Yet, the reality is that mealtimes with young children can be hurried, messy, or even stressful and filled with dread.
To cope, parents now tend to give in to their children and allow screen time during meals.
Chelsea Cheng, 33, a mother to a 3-year-old, recalls, “When my son started on solids, the concept of eating together as family seemed impossible.”
“He was quite picky about his food,” she shared, “He would spit food onto the table or floor, and even intentionally spill his bowl of soup to make a puddle. We could not look away for a second without him making a mess.”
As a result, Chelsea and her husband would often have their meals only after their son finished his.
“When we went on a vacation this year, we gave in and allowed our son to watch videos on our phone during mealtimes so that we could catch up with our friends,” she recalled.
“When we came back from the trip, it was even more challenging to have a screen-free meal from then on,” she admitted.
Chelsea’s family is not alone in their battle for screen-free mealtimes. A 2021 survey by KK Women’s and Children’s Hospital (KKH) revealed that time-poor parents rely heavily on digital devices in their daily routines, including mealtimes.
Conversely, parental engagement at family mealtimes has been found to be a protective factor for child health outcomes.
The turning point for Chelsea came when one day, her son asked her, “Mama, can you eat with me?”
It struck her that what her toddler wanted was companionship, and she experienced first-hand how eating as a family can improve a child’s eating habits.
This Children’s Day, Focus Singapore launched its FAM JAM Campaign to equip and encourage parents to relish the everyday moments—including mealtimes—with their children.
Running from 3 to 17 October 2025, the digital initiative invites young families to discover Joy Around Mealtimes through messy memories, spreading joy, and curious chatter – dovetailing with the national Grow Well SG health promotion strategy that seeks to help families and children develop healthier habits from young.
Mavis Huang, 29, a mother of four children under the age of 6, opened up about her journey as a young mum, “Life with my little ones often feels like organised chaos.”
“My days are filled with school runs, work squeezed in between, and evenings of dinners, showers and bedtime stories,” she shared.
“Some nights it’s pizza; other nights it’s movies or art projects spread across the floor.”
“It is tiring, but these moments are fleeting,” she reflected, “One day they won’t need me like this, so I hold on to even the exhausting days, knowing I’ll one day miss them.”
While at times tedious, challenging and messy, mealtimes can be great opportunities for spreading joy, creating memories and connecting through conversations.
Aaron Ng, 40, a father of a 3-year-old, shared, “Sometimes, in the middle of a meal, my son, Caleb, will surprise us with a hug, or whisper, ‘I like you, dad-dad.’”
After Aaron and his wife waited 14 years for their son, he reflected, “Waiting taught me patience and perspective.”
“It taught me to laugh more easily, slow down, and savour the small things,” he added.
“Most of all, it taught me to love with open hands, knowing each moment is a gift.”
To give parents and young children the platform to enjoy the little shared moments and experience joy around mealtimes, the FAM JAM Campaign will culminate in FAM JAM Fest, a “for children, by children” community outreach event happening on 18 October.
Held at South Beach Avenue, the festival highlights an exciting quest that the whole family can enjoy. Alongside the tasty bites and family-friendly retail booths available on-site, there will also be a showcase featuring submissions celebrating joy around mealtimes by partner preschools and families, as well as a resource co-created by children aged 4 to 6.
Admission to FAM JAM Fest is free, but some activities may require a separate fee.
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These stories of parents growing to savour the everyday family experiences and mealtimes are part of this year’s FAM JAM Campaign by Focus Singapore, which aims to encourage parents to relish the moments of wonder shared with their children over mealtimes – whether it is a messy memory, joy being spread, or exchanges in curious chatter.
The charity has prepared resources for parents to equip them in strengthening the parent-child bond and will spotlight real-life family moments across social media to spark connections and inspire other families.
The FAM JAM Campaign will wrap up with an on-the-ground event, FAM JAM Fest, happening on 18 October 2025. The festival will be a golden opportunity for parents and their children to be encouraged to explore joy around mealtimes with each other.
Campaign resources and information on FAM JAM Fest (including registration) can be readily accessed at www.famchamps.sg/famjam.
