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"There are no slogans, just the word ‘family’ at the end of this commercial shot by critically acclaimed Malaysian film-maker Yasmin Ahmad.-
What happened to the beaming two-parent families and winsome little tykes that laughed and frolicked their way through previous commercials produced by the Ministry of Community Development, Youth and Sports (MCYS)?
Singaporeans nowadays have less appetite for such overt messages, much less the didactic ‘Girl or boy, two is enough’ slogans of the 1970s family-planning advertisements, said a veteran of such campaigns.
‘People are more sophisticated now through travel and the Internet and we thought we could take a leaf from how film-makers use storytelling to engage audiences,’ said Mr Richard Tan, the ministry’s director of communications and international relations.
So is the Government’s new tack - a more reality- based soft-sell of the importance of family - working?
Going by responses on the Internet and interviews done by Insight Special, it would seem to be. Many found the commercial moving and not overly cloying."
Labels: social issues