In Singapore, the younger generation generally find it harder to commit to marriage – often procrastinating in the hope of finding their ideal soul mate – a figure dictated by western popular culture. This campaign created by the Ministry of Community Development, Youth and Sports, a key ministry within the Singapore government, sought to change this and ultimately increase the number of marriages registered as well as simultaneously reduce divorce numbers.By revolving the campaign around a television spot involving a touching yet off-beat eulogy at a funeral, this campaign illustrated how that its by embracing one’s partners imperfection that one can truly experience love - especially since true and lasting love means finding beauty in imperfections in your partner.