Media Release

From generation to generation: Celebrating 20 years of family bonding in South West District

13 October 2024

South West CDC celebrates 20 years of engaging families through Baby Blisscard and bonding families through Family Bliss @ South West.

The South West District will be celebrating 20 years of engaging families through Baby Blisscard at the Family Bliss @ South West Carnival 2024 with the launch of the Family Bliss @ South West initiative. Deputy Prime Minister and Minister for Trade and Industry Mr Gan Kim Yong and Senior Minister of State, Ministry of Culture, Community and Youth & Ministry of Trade and Industry, and Mayor of South West District Ms Low Yen Ling will launch the Family Bliss @ South West initiative at the Carnival. Family Bliss @ South West comprises pro-family perks and activities such as wellness webinars and workshops and a series of roadshows in the community to further strengthen family connections and encourage intergenerational bonding.

Designed to strengthen family bonds across all age groups, from infancy to senior years, Family Bliss @ South West will see local merchants, community partners and corporate partners coming together to offer exclusive benefits such as insurance coverage, educational trial classes and wellness product samples, tailored to residents at different life stages. For instance, under the AIA GoodFamily Protect Cover, AIA will be offering free 6 months accident and dengue coverage insurance for South West residents. Popular brands like Comvita Manuka Honey, Nature's Way and Sakae Sushi will be offering free redemptions like vitamins and tamago sushi. Please refer to Annex A for the full list of fringe activities and participating merchant booths at the event.

To enhance accessibility, these benefits will also be showcased through roving roadshows, bringing valuable resources and opportunities directly to residents' neighbourhoods. Each household can sign up for the benefits via a Family Bliss @ South West E-Card membership, as long as they are a Singaporean or Permanent Resident residing in the South West District. The E-card will be hosted on The Good Parent’s website, a parent resource portal by The Social Equity, a local social enterprise. Residents can register for the E-card at https://qrco.de/TGPmembers (opens in new tab).

Deputy Prime Minister and Minister for Trade and Industry Mr Gan Kim Yong said, “Families play a significant role in our society. When families thrive, societies flourish. I encourage families to make full use of the resources and activities offered by the Family Bliss @ South West programme to strengthen your bonds and grow as a family.”

Mayor Low Yen Ling said, “The Family Bliss @ South West initiative is an expansion of the successful Baby Blisscard programme. With the help of our partners, we have curated a comprehensive range of practical resources and services to equip young parents with tips and skills and boost their family life. As a community, we hope to support and meet the needs of young families and give them opportunities to nurture and form healthy and strong family ties that will form a strong foundation for life.”

The CDC's commitment to fostering an inclusive and pro-family community is evident from the Baby Blisscard @ South West programme. Since its inception in 2004, more than 15,000 families in the South West District have applied for the Baby Blisscard, celebrating newborns in the district with a unique, personalised EZ-link card.

Mr Ang Huo Yan, a resident in Brickland, was delighted to register his two-year-old son for the Baby Blisscard. "This limited-edition EZ-Link card featuring my son's photo will hold a special place in my heart. It will serve as a cherished memento when he grows up, allowing us to reminisce about the fond memories of his childhood."

Photos for the Family Bliss @ South West Carnival 2024 may be downloaded from the following link (opens in new tab).

Annex A – Fringe Activities & Merchant Booths

Fringe activities

S/N	Location	Activities
1	Level 1 - Atrium	Stage Programme Movie Screening Registration / Goodie Bag Redemption Becky Bunny Appearance Comvita Bear Appearance Baby Blisscard Booth Photobooth
2	Level 1 - Courtyard	Snack Booths Kiddy Rides Partner Booth (Families for Life)
3	Level 2 - Futsal Court	Big Ball Pit Bouncy Castles Baby Dash Game Booths
4	Level 2 - Swimming Pool	Water Paddle Boat Water Inflatables Water Aquatics

List of Participating Merchants on Site

Items are given free, on a first-come-first-served basis.

List of Participating Merchants on Site

S/N	Participating Merchants	Offerings
1	AIA	AIA x The Good Parent – AIA GoodProtect Family Cover FREE accident and dengue coverage for South West residents.
2	Comvita	FREE Comvita Kids Yummy Honey worth $15.90. First 100 new member sign-up. UMF5+ 10g Sachets $2.20 (200 sets) UMF10+ 10g Sachets $3.40 (200 sets) Manuka Honey Lozenges $0.70 (300 sets) Night Honey Sachets $4.40 (200 sets) JKJ Manuka Honey Ginseng 15g Sachets $3 (200 sets)
3	Diem	GWP Mouthwash sachet – Rose $1.67 (1000 sets) 500ml Mouthwash Bottle – Rose $17.00 (20 sets) 500ml Mouthwash Bottle – Ginger $17.00 (20 sets) Travel size toothpaste & toothbrush $16.00 (30 sets) Travel Box, 6 satches of flavours each $10.00 (50 sets) Timier Magic Skin Whitening & Brightening Ampoule $28.50 (500 sets)
4	Nature's Way	NW Kids Smart Complete 100s @ $50.40 (24 sets). NW Fussy Eaters $21.30 (16 sets)
5	SHATEC	Totebag $2.80 (200 sets) Tumbler $4.50 (200 sets)
6	Weswim Aquatics Pte Ltd	Ice cream ball $30 (20 sets) Children tattoo $0.50 (200 sets) Goggles $10 (10 sets) Swimming caps $8 (10 sets) Waterproof shoes $18 (20 sets)
7	Baby's Whisperer	$50 cash vouchers (1000 sets)
8	BlueTree Education	Lapel pin $5 (50 sets) Seed Pencil $5 (50 sets)
9	Sakae Sushi	Sakae frog soft toy (50 sets)

List of Participating Merchants on E-Card Platform

Participating merchants on e-card platform and their offerings

S/N	Merchant Name	Offerings
1	AIA Singapore	AIA x The Good Parent – AIA GoodProtect Family Cover FREE accident and dengue coverage for South West residents.
2	WeSwim	FREE* Trial Classes Classes can be held at member’s condominium or at Ibis Style Singapore 15% discount on the first month of swimming lessons *A $10 refundable deposit is required.
3	SAKAE Holdings	FREE Tamago Sushi (u.p. $2.99) Sakae Sushi Making Workshop at $63 only (u.p $70)
4	Comvita	FREE Comvita Manuka Honey UMF 5+ (u.p $10.90) 5g. Product of New Zealand.
5	Nature's Way	FREE Nature’s Way Kids Smart Probiotic Choc Balls (worth $27.15) 50 Choc Balls. 125g.
6	Blue Tree Education	FREE Trial Classes (worth $90) For any subject, level or location. BlueTree Education is the leading enrichment and tuition centre in Singapore with 7 centres in Singapore and one in SAFRA Chua Chu Kang.
7	Joyus Mummy Care	Special Rate of $588 for 3 Sessions of Massage (u.p $688) Types of Massages Aromatheraphy Prenatal Postnatal Lactation Tuina Children Home service rendered, towels, transportation and massage bed are included. Not applicable for location in Sentosa. Receive 1 additional session of massage of your choice (worth up to $208).
8	SHATEC	Special Rate of $71.94 for Cooking Class (u.p $95.92) Cooking class for parents to cook better and healthier meals for children. Picky eater pleasers: Fresh and flavourful Tiny gourmet: A taste of green and goodness Stir & sizzle: Asian twists for little tummies Chill & grill: Kid-friendly comforts
9	Confinement Nanny Centre	Special Rate of $390.40 for Infant Care Mastery for Domestic Helpers Course (u.p. $488) 20% discount for members! Each learner gets access to free tutorial access for child caring tips.
10	Shan Confinement	Special Rate of $388 for 7 Bottles of Freshly Brewed Birdnest (u.p. $428) 150ml per bottle. Free delivery.