Govt Singapore calls for society to embrace diversity through Julie’s annual Raya campaign
Julie’s continues its tradition of creating provocative festive campaigns by launching their latest short film called Kisah Raya P.E.R.I.T (A Raya Story of P.E.R.I.T). The short film, created via Govt Singapore, is part of Julie’s annual Hari Raya campaign and ongoing efforts to break down stereotypes that people often face during the festive season as well as promoting unity and understanding between family members and in the community.
This year’s short film features Timah and her daughter Farah, bringing the audience on a journey through their ‘balik kampung’ drive to attend Hari Raya celebrations throughout the years. The film brings to attention the challenges that Timah faced by being a single parent. In multiple scenes, viewers are brought through the typical, yet critical judgements usually dished out to single parents especially during the festive season.
The film goes on to highlight how these inconsiderate judgements affect those on the receiving end. Affected by the challenges faced during Hari Raya, this single mother goes out of her way to delay her trip every year to ensure that she spends less time with family members. The film done in both comedic and sentimental fashion shows how the single mother as part of this secret society called P.E.R.I.T (Persatuan Rahsia Ibu Tunggal) looks to end Hari Raya celebrations in 2023.
Tzy Horng Sai, Director of Julie’s Biscuits, said: “We have always used our creative short films to showcase stories of empowerment. This year, Kisah Raya P.E.R.I.T features the trials and tribulations of a single parent celebrating Hari Raya. We hope this will inspire people to be more understanding towards each other.”
“Hari Raya is the best time to foster stronger relationships between families. Through Kisah Raya P.E.R.I.T, we invite viewers to practice forgiveness, embrace the diversity that exists within families and appreciate family members for who they are.”
“With a brand like Julies Biscuits, that believes in building a more open and inclusive world, each year, we aspire for our Raya films to challenge conventions and address uncomfortable topics that people tend to avoid or ignore. Taking insights and stories from conversations we’ve had with various single parents, our film this year aims to shine a light on the stigmas and challenges of single parenthood, told through a love letter between a mother and daughter,” said Joy Sng, Business Director, GOVT.
In conjunction with Hari Raya, Julie’s is running a festive promotion #RiangRiaRaya, featuring its popular Love Letters with complimentary money packets. The promotion will include Love Letters in lemon flavour, a festive-only flavour, and its classic flavours such as chocolate, vanilla and strawberry. h as chocolate, vanilla, and strawberry.
Get started on your Hari Raya preparation by purchasing the Love Letters at your nearest retail stores or online at the official Julie’s Shopee and Lazada flagship store. To get continuous updates on Julie’s latest promotions, contests, and activities, visit their website or follow them on Facebook and Instagram.