Phua Chu Kang pitch hits home better

WHAT do sitcom character Phua Chu Kang, Bloody Mary a blood-spattered girl, and a germ-infested hand have in common?

They are the faces of recent media campaigns which have evoked strong reactions from the public.

In particular, Singaporeans pointed to posters on the flu-awareness campaign launched by the Health Promotion Board and the graciousness campaign started by the Public Transport Council (PTC).

Most Singaporeans felt that those with a light touch, such as the PTC campaign, are more effective in driving home the message.

Assistant Professor Yeoh Kok Cheow from the Wee Kim Wee School of Communication and Information said: "The message is straightforward and attention-grabbing.

"Through the effective use of bold black text on yellow in the speech bubble, commuters are naturally drawn to the decals of a character that has become very popular in Singapore."

As for the Anti-Drink Drive Campaign, many felt that its message about the deadly consequences of drink-driving is clear, but the scare tactics used are unnecessary.

One poster shows a girl after a car accident, with blood flowing from the cuts on her face and staining her clothes.

Mr S. H. Kwa, 26, a marketing executive, said: "After watching all kinds of violent movies, we're already desensitised to images of people getting hurt."

The PTC campaign featuring Gurmit Singh as Phua Chu Kang is more successful in comparison, according to commuters.

Ms Ivy Chan, 34, an accounts manager, said: "Compared to the hand with the germs, or the Bloody Mary in the drink-driving posters, the PTC campaign is less in-your-face.

"Whether it will prove to be successful in getting commuters to become more gracious is a different story but, at least, people who see it would not be turned off immediately."

Another commuter, Mr Christian Eber, 30, a systems field manager in a pharmaceutical company, said that he has seen more acts of graciousness after the campaign was launched.

He said: "I see more people being more forthcoming in giving up their seats to those who really need them."

妖魔鬼怪张牙舞爪 勤洗手广告被指吓到小孩

比恐怖片还恐怖！保健促进局教人勤洗手的广告，被指吓到小孩半夜做恶梦！

保健促进局（HPB）最近刊登在报章，也到处张贴的鼓励人们勤洗手广告，画面上只见一只手，上面布满面目憎狞的妖魔鬼怪，露出骇人、锋利的牙齿和长长的舌头。

这广告的标题是：“用肥皂勤洗手，防止细菌传播！”广告下端解释，细菌能通过人手传播，并可能造成严重的感染。用肥皂和水洗上30秒，就能减少手上的细菌高达99％！

不过，本报最近纷纷接获读者的反映，说能理解保健促进局在甲型流感肆虐期间，加强鼓励人们勤洗手的工作，但这个广告的设计太“诡异”，吓坏了小孩，连成人也觉得恐怖。

10岁童看了做恶梦

刘小姐说：“我看到这个广告张牙舞爪的‘鬼脸’时，心里也有点害怕。我10岁的侄子看过后，更是吓得晚上做恶梦！”

张女士也透露，她在一所小学附近看到这个海报，认为它可能对小孩造成不必要的困扰。也有读者投函报章，指这个广告“比恐怖片还恐怖”！

保健局：经过公众调查
才推出‘恐怖广告’

保健促进局说，经过公众调查，才推出“恐怖广告”！

在回复本报询问时，保健促进局说，在展开这一轮的勤洗手宣传活动前，曾做了项调查和讨论，找来不同年龄层的新加坡人，包括育有小孩的家长，让他们看了多个广告的设计，结果，“恐怖广告”被获选。

接受调查者都认为，这个广告容易理解，也更有说服力：96％参与者了解其中的讯息，并有75％被说服要经常用肥皂洗手。

保健促进局表示，已留心不把这个海报张贴在小学附近。不过，当局也吁请家长，如果看到这个广告，可借此机会向孩子解释，洗手是预防细菌感染的简单而有效的方法。

保健促进局说，会继续留意公众对这次宣传海报的反应。