Advertisement in Media to Raise Awareness for Government Policies and Programmes

Mr Leon Perera asked the Minister for Communications and Information what are the considerations used to decide whether and, in what way, to deploy print, TV or radio advertising to raise awareness of specific Government policies or programmes.

Mr Speaker, the Government uses a variety of online and offline platforms to ensure important information reaches different segments of our society. These include television, radio, print, digital display panels, online platforms – such as websites, social media, WhatsApp – as well as ground outreach activities. The choice of platforms is determined by a variety of factors, including the nature of the content, our target demographic segment, their media consumption habits and language preferences.

For example, to raise awareness of the Merdeka Generation Package, MCI focused on traditional media, including television and radio and print, and engaged seniors face-to-face through Merdeka Generation roadshows, community events and home visits, given the profile of the target audience.

For COVID-19 communication, MCI has used print, radio, television, digital display panels at HDB estates, Gov.sg social media sites and the dialect belt on Channel 8 to reach the widest possible audience. MCI also uses Gov.sg WhatsApp to push out daily notifications in all four languages to 653,000 subscribers on case updates, as well as health advisories and corrections of misinformation.

I thank the Senior Minister of State for the answer. Just one supplementary question. Is advertising deployed primarily where there is a need or there is seen to be a need to encourage citizens, target of the advertising, to take certain action or to do something? Is that the main consideration or is it also just general awareness or view or disposition towards the policy or measure that is being advertised?

Mr Speaker, there is no good way to separate out the two issues. In order for one to take action as a responsible citizen, one needs to be aware of what the issues are and understand what the facts are. So, the answer to Mr Perera's question is, it is both, depending on need. Sometimes, awareness is sufficient; sometimes, action is desirable but that requires awareness as well.