An exploration of factors which contribute to the effectiveness of national campaigns in Singapore from a social design perspective

Abstract

Although there is evidence that Singapore has been utilising social design and its principles to tackle social issues via national campaigns, the extent to which they are used, as well as their social acceptance are still primarily unknown. This study will address the issue of whether planned national campaigns in Singapore take place in an environment where “conditions of success” as outlined by Lazarsfeld and Merton’s classic study of Monopolisation, Canalisation and Supplementation (M-C-S) are well met.

For the purpose of investigation, this study has a three-pronged approach; It looks at the message, then at the messenger, then its intended audience. First, case studies of national campaigns crafted in Singapore were studied to see if they fulfilled conditions of success required for effecting behaviour change. Second, semi-structured interviews with the crafters of the message, ranging from industry practitioners to policy makers, were conducted to determine campaign methodology, rationale and social acceptance. Mini focus group discussions were also conducted with the receivers of the message in order to understand if the national campaign’s messages are socially accepted. Findings are then analysed using a comparative analysis as defined in the Grounded Theory as Method (GTm) approach.

The findings reveal the pivotal role of the M-C-S framework in shaping impactful social campaigns in Singapore. Monopolisation emphasises capturing attention amidst information saturation, with the significance of a clear and dominant narrative highlighted through interviews, focus groups, and case studies. Canalisation stresses the importance of consistent messaging and behavioural nudges for enduring impact, with repetition within reason, high relatability, early education, and empirical rationality identified as key components. Supplementation acts as a bridge between awareness and actionable results, fostering community engagement and dialogue while maintaining a balanced approach between hardware and heartware.

Beyond the M-C-S framework, the study uncovers essential determinants that enhance campaign resonance in Singapore. The significance of cultural relevance, inclusive community engagement, flexibility, intentional engagement strategies, and trust in governmental entities emerge as influential factors. Tailoring campaigns to local contexts, embracing evolving social norms, and harnessing intentional corniness as a disruption strategy are explored, with the importance of trust highlighted alongside the need for transparency and diverse perspectives.