Singapore to pour $180m into improving public sector communications, partners with Maker Studios to boost digital video output

Pioneer Generation campaign

Singapore’s Pioneer Generation campaign

Singapore has announced a plan to invest millions on improving how the government communicates with its citizens.

The Ministry of Communications and Information has said that S$250million (US$180 million) will be spent each year for the next five years on increasing the quality and quantity of public service messaging, it was announced in parliament and later on social media this afternoon.

MCI says that its most recent major campaign, a series of videos and outdoor ads for the Pioneer Generation Package to mark the country’s 50th birthday, have “borne fruit”, with nine in 10 Singaporeans “aware of the PGP and able to name some of the benefits.”

The government also plans to build a ‘Creators’ space’ in Singapore to nurture the local film and digital video sectors, and has announced Disney’s Maker Studios, which launched in Singapore in 2013, as its first venture partner.

Media watchdog the Media Development Authority is to work with industry partners to organise master classes and workshops for local creators to improve how they engage audiences on digital platforms.

To promote Singapore’s local film industry, the country’s ‘Watch Local’ initiative is to be expanded so that more home-made films will be screened in schools, community clubs and international festivals.

The plans were announced by Yaacob Ibrahim, Minister for Communications and Information and Minister-in-charge of Muslim Affairs.

Though Singapore’s government has produced some award-winning communications in recent years for the likes of the Health Promotion Board, it has also produced messaging that courts international headlines for untended reasons. The latest campaign to be lampooned was for the ‘Shop theft is a crime’ video for the Singapore Police Force.


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