Singapore’s National Family Council is pushing the boundaries of taste somewhat in its latest effort to promote marriage and family life, but the island nation’s dismal fertility rate of 1.09 children per woman helps explain why.

As part of its Think Family campaign the council is running a competition for the “most imperfect-perfect couple” (prize: romantic getaway) and an ad in which a widow pays a funny/sad tribute to her deceased husband’s “imperfections” at his funeral. A trifle crass, but evidently a necessary wake-up call for Singapore singles waiting too long for the perfect mate to turn up.

From the council’s website:

“The National Family Council was established in May 2006 to be a champion and advocate for the Singaporean family. We are passionate about anything and everything that makes Singapore a great place for our children to play and grow, for couples to establish homes, and for parents to enjoy their children and grandchildren.”

It represents the business and “people sector” and has consultative status with the government. With only 14 per cent of the population under age 15, the future for business must look a little shaky.