Singapore stories: Making social media good media

Last November, I was both amused and perturbed by a global report from Gallup, which said that Singaporeans are the most ‘emotionless’ and also the unhappiest people in the world. I thought, ‘How can?’ (Yes, it’s a uniquely Singaporean comment, laden with emotional undertones). I was pretty sure Gallup goofed up at the poll because I know what the people in this country are really like.

But instead of cursing at the darkness, I thought, ‘Let’s do something about it’.

As a quietly proud Singaporean, I wanted to show a different side of the people. Stories of everyday Singaporeans who are up and about doing their own thing and happy in their own personal pursuits. Stories that Gallup will never know because to uncover them you have to wade deep into the heartlands. Concerned that our stories weren’t being told, and after talking to some colleagues, we decided to launch a personal project, ‘Singaporean of the Day’.

The insight: Don't be fooled by the quiet, seemingly emotionless demeanour of Singaporeans—there’s life on the inside. Every one of us knows someone from our Facebook friend list who is passionate about life, positively proud about Singapore (though will never say it) and is positively supporting a cause (they just don’t like research very much).

The idea: Draw out the happy Singaporeans too modest to tell their simple stories. Providing the backdrop to inspire many more to come out of the woodwork too.

This gave birth to our video project that documents Singaporeans’ take on life and how they see themselves now and in the future. This is the real Singapore the world should know about.

My agency encourages entrepreneurship and personal action. So we did what we do best—storytelling on social media. We took what we know about brands and marketing in a social age and rallied the community for good. This is advertising for change.

We didn’t want to resort to slick, over-stylised production. We wanted the voices and faces to be authentic, and transmit the same energy as if you heard the story in person. Interviews were not scripted. No make-up artist was necessary. We wanted to feature Singaporeans with their very own stories, pursuits and feelings. It might even provide good primary research material for Gallup to decode. This is communications that understands the real people of Singapore, as opposed to a poll, which focuses on the negatives rather than celebrating the happy stories, which permeate the city.

We were amazed by how the stories spread and grew, and led to more stories. The quietly polite, positive and humble Singaporeans came out to show why emotion can prove to be tricky to measure. Thirteen videos later, we found ourselves sharing our story on the stage at TEDx Singapore, as well as in the newspapers, journals and international publications. More importantly, it struck a deep emotional chord with Singaporeans. I’m pleased to say Singaporeans are living, breathing, feeling creatures. Or to use that Singlish word: ‘Emo-ting’!

There are many Singaporeans who are living their passions and taking up causes they believe in. Like Bjorn Low, who takes to urban farming in the city-state, or Mr Yeo Cheng Yang, whose passion as an opera troupe owner kept him going and humming. Or Elisa Ng, who picked up running with her children and then picked up trash as they ran. They showed the positive energy and spirit in Singaporeans.

In advertising, we are prone to talk up a good game—a good idea, a good campaign. The ‘social good’ agenda provides opportunities for brands to shape their social-media strategy, which becomes a good media strategy. We did it in Singapore and we are seeing great campaigns from all over the world.

With our own skills base, we can influence and change the social media landscape for good. We've proven there are lots of happy Singaporeans. What good can you do?