Speak Good English Movement '06
Background
Singaporeans generally speak the local variety of English in informal settings. It is what we term "Singlish" or Singapore Colloquial English. While some who use Singlish are able to switch to Standard English in appropriate settings, there are others who are unable to do so, or aren't even aware that they are not speaking Standard English.
When we speak Singlish, we are only completely intelligible amongst ourselves. Foreign investors, business associates and tourists would not be able to understand us completely. This may cause miscommunication and lead to problems.
Insight
Our standard of English can only be improved by getting the target audience to participate in learning. In other words, the participation rate translates directly to the effectiveness of the advertising campaign.
Many Singaporeans see Singlish as a badge of their Singaporean identity. Hence the creative approach is to educate them in a light-hearted manner rather than talk down to them.
Key Challenges
Previously, the SGEM only concentrated on generating awareness, leaving the target audience to make an effort on their part to participate and learn. This year, the goal was to produce a more hands-on campaign to encourage participation.
Our own research shows that 51% of the target audience identified a lack of time and interest to learn as the top barriers that would prevent them from taking the next step to participate and learn how to speak Standard English. To engage the target audience, the message must be creatively presented to attract attention and encourage participation.
The Process
For the press conference in Ang Moh Kio Secondary School , and the official SGEM launch at the National Library, we designed a series of creations to bring the SGEM brand to life. We crafted invitation cards to the event, namecards, name plates and name tags for the SGEM committee, media kits that were given away at the launch, and standees and backdrop for the launch.
30% of our survey respondents cited travelling time as an occasion in their daily routine that could be effectively utilised to improve their English. Their minds would be more receptive to our messages then as they are less likely to be preoccupied with other activities.
Singaporeans generally speak the local variety of English in informal settings. It is what we term "Singlish" or Singapore Colloquial English. While some who use Singlish are able to switch to Standard English in appropriate settings, there are others who are unable to do so, or aren't even aware that they are not speaking Standard English.
When we speak Singlish, we are only completely intelligible amongst ourselves. Foreign investors, business associates and tourists would not be able to understand us completely. This may cause miscommunication and lead to problems.
Insight
Our standard of English can only be improved by getting the target audience to participate in learning. In other words, the participation rate translates directly to the effectiveness of the advertising campaign.
Many Singaporeans see Singlish as a badge of their Singaporean identity. Hence the creative approach is to educate them in a light-hearted manner rather than talk down to them.
Key Challenges
Previously, the SGEM only concentrated on generating awareness, leaving the target audience to make an effort on their part to participate and learn. This year, the goal was to produce a more hands-on campaign to encourage participation.
Our own research shows that 51% of the target audience identified a lack of time and interest to learn as the top barriers that would prevent them from taking the next step to participate and learn how to speak Standard English. To engage the target audience, the message must be creatively presented to attract attention and encourage participation.
The Process
For the press conference in Ang Moh Kio Secondary School , and the official SGEM launch at the National Library, we designed a series of creations to bring the SGEM brand to life. We crafted invitation cards to the event, namecards, name plates and name tags for the SGEM committee, media kits that were given away at the launch, and standees and backdrop for the launch.
30% of our survey respondents cited travelling time as an occasion in their daily routine that could be effectively utilised to improve their English. Their minds would be more receptive to our messages then as they are less likely to be preoccupied with other activities.
With a good understanding of consumer behaviour, strategic media placements on buses and trains were made to capture this window of opportunity to drive our message across.
To maximise our reach to the target audience, we also made use of ambient advertising such as banners, stickers, and Zo Cards. Throughout our executions, our strategy is to reach out to the targe audience and encourage them to participate in the SGEM.