Singapore: The Art of the Public Service Announcement

Entering the 21st century has presented some unique challenges for Singapore. Chief among them has been how to get people to do what they're told without having to resort to multiple canings and exorbitant fines. Readers will be happy to know that these methods for carrying out justice are still employed today, but only for harsher crimes such as transporting a tank of propane on the bus or train or not visiting a shopping mall at least once a week. With progress marching on, and as Singapore seeks to refine its image as its role in the global market becomes increasingly important, it has become essential for policy makers to develop new strategies for population control.

Enter the Public Service Announcement.

The PSA has played a pivotal role in modernizing Singapore. The infamous laws of the '60s and '70s that have formed the basis for every Westerner's perception of Singapore were successful in eliminating what might be described as 'undesirable' habits. Stiff penalties for spitting and jay-walking (two things I do on a regular basis) have left a permanent impression on the national consciousness, and the underlying fear of being caught for one of these transgressions have, for the most part, kept people in line. Having been to China, where spitting, puking, shitting, pissing and dropping trash wherever you feel inclined is a national pastime, the order and cleanliness of Singapore are two factors which make living in Singapore bearable. That's not to say there isn't room for improvement. What the PSA provides the government is an opportunity to refine certain behaviours that remain a little 'rough around the edges.'

For example, if you were to base your impression of Singaporeans strictly on your observations of peoples' facial expressions, you would most likely conclude that they're a pretty disgruntled and anti-social bunch. A permanent scowl is etched on most commuters with whom I share my bus ride from work to home, and more than once have I had the misfortune of being at the receiving end of an icy stare after accidentally bumping into someone and apologizing profusely (of course, the reason this occurred in the first place is likely due to someone stopping suddenly right before an escalator or deeming that a moving bicycle is something one should veer into). Thus, many PSAs in Singapore attempt to address the need for people to 'act nice,' a campaign that is backed by the Singapore Kindness Movement. The following ad gets down to basics by teaching people how to smile:



Being nice has also been the central theme of numerous public transit campaigns over the past couple of years. These PSAs, featuring local celebrities and lavish production values, serve to instruct the public on basic bus and train riding etiquette, such as: waiting for people to exit the train before boarding; giving up a reserved seat for a person in need; and moving away from train doors to make space for other passengers; in other words, basic good manners. Despite the over-saturation of television and radio ads, catchy yet suicide-inducing jingles, posters and decorations inside the buses and trains that urge the public to "Be Gracious!" or "Love Your Ride!," the concept doesn't really seem to click. In fact, when these campaigns roll out, they tend to have the reverse effect of what's intended as things seem to get worse (at least for awhile). Perhaps this is a result of some kind of nationwide subconscious rebellion at having to endure these drug-fueled, mind-numbing PSAs. You be the judge:





The PSA also provides the government with an opportunity to educate the public of the various crises that affect the stability of the nation. If you follow the news here in Singapore, you would assume that bad things only happen in other countries. This is absolutely correct. However, there are a few issues that have been deemed a concern for the government, and hence provide audiences with a great deal of entertainment. The first of these addresses the threat of terrorism in Singapore and urges transit users to be extra-vigilant when riding the trains in order to spot suspicious looking individuals or articles. This PSA is one of my all-time favourites, and was also one of the first that I'd come across after first moving to Singapore. While the entire video is amusing, the first 1:30 is probably the best, as it illustrates the consequences - in very graphic terms - of failing to report socially-awkward Chinese guys who wear black baseball caps to the proper authorities.



Another serious issue that the government has sought to address through its PSA campaigns is the dangers of drug abuse. Keep in mind that trafficking illegal drugs into Singapore is a capital offense, resulting in death (immigration cards welcoming you to Singapore proudly display this warning). One has to wonder what serious drug issues Singaporeans have if it warrants a campaign blitz of this magnitude. You see, with a lack of any serious drugs, desperate Singaporeans looking for a quick escape from their problems must resort to any other means to get a high, which include, but are not limited to: purchasing Louis Vuitton handbags, eating deep-fried fishballs, or sniffing glue. The last item in this list is the subject of two PSAs that offer an insightful look at Singaporean culture. Not only do the directors of these ads take every opportunity to squeeze every ounce of melodrama out of each scene, they also do little to educate the public about the actual dangers that sniffing glue will have on your health. Instead, they cleverly direct their attack by targeting the one thing that Singaporeans fear the most: looking bad in front of others.





While all of the above ads may have little impact on peoples' behaviour and the choices they make in their day-to-day lives, they nonetheless consistently provide the public with a cavalcade of entertainment. In turn, they make living here all the more amusing. I'll leave you with this last ad, a billboard featured prominently in one of the MRT stations and funded by the government no less, to interpret as you will: