{"id":5434,"date":"2021-07-13T12:05:17","date_gmt":"2021-07-13T04:05:17","guid":{"rendered":"http:\/\/www.pixeltie.com.sg\/blog\/?p=5434"},"modified":"2023-02-10T18:16:46","modified_gmt":"2023-02-10T10:16:46","slug":"how-the-vaccination-campaigns-of-the-french-and-singaporean-governments-reflect-their-societies","status":"publish","type":"post","link":"https:\/\/www.pixeltie.com.sg\/blog\/2021\/07\/13\/how-the-vaccination-campaigns-of-the-french-and-singaporean-governments-reflect-their-societies\/","title":{"rendered":"How the vaccination campaigns of the French and Singaporean governments reflect their societies"},"content":{"rendered":"\n<p id=\"90cb\">Being French and living in Singapore, I\u2019ve always been fascinated by how government campaigns conducted in the two countries reflect their societies. A prime example of this is their approach to promoting the coronavirus vaccination programme.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"692\" src=\"https:\/\/www.pixeltie.com.sg\/blog\/wp-content\/uploads\/2022\/02\/comparison-1024x692.png\" alt=\"\" class=\"wp-image-5574\" srcset=\"https:\/\/www.pixeltie.com.sg\/blog\/wp-content\/uploads\/2022\/02\/comparison-1024x692.png 1024w, https:\/\/www.pixeltie.com.sg\/blog\/wp-content\/uploads\/2022\/02\/comparison-300x203.png 300w, https:\/\/www.pixeltie.com.sg\/blog\/wp-content\/uploads\/2022\/02\/comparison-1536x1039.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p id=\"0fa2\">While the French government targets youngsters hesitant about getting vaccinated, Singapore aims to persuade the older generation to have the jab. Therefore, the differences between the concept, message, and design of the two campaigns are considerable. (Note: The French slogan can be translated by \u201cYes, the vaccine may have desirable effects\u201d)<\/p>\n\n\n\n<p id=\"928f\">Concept: The&nbsp;French campaign plays on the word&nbsp;<strong>Desirable<\/strong>&nbsp;(\u201cwished for as being attractive, useful, or necessary\u201d also \u201c[of a person] arousing sexual desire\u201d) to make the link between the vaccination, a couple kissing, and the colour red (yes, the colour of the pullover is no accident). A theme that is more appealing to the younger generation.<\/p>\n\n\n\n<p id=\"34c3\">While in Singapore, the campaign uses&nbsp;<strong>Gurmit Singh<\/strong>&nbsp;to resonate with seniors. This \u201cpopular\u201d actor (\u201cAh Beng\u201d) was famous for his role in the sitcom Phua Chu Kang Pte. Ltd. (1997\u20132007) in which his character spoke Singlish (the local slang). When the government pressured the show to use proper English, Singh\u2019s ratings rocketed with the locals, who were themselves being forced by the state to use \u201cproper\u201d English and deny their multicultural roots.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Phua Chu Kang S1 EP1\" width=\"770\" height=\"433\" src=\"https:\/\/www.youtube.com\/embed\/2nqViDQfY-w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><figcaption>Phua Chu Kang Pte. Ltd.<\/figcaption><\/figure>\n\n\n\n<p id=\"9ea3\">In terms of design, we are looking at a&nbsp;<strong>sophisticated composition<\/strong>&nbsp;(elegant font and photo) from France, while SG is opting for a simpler almost entirely&nbsp;<strong>informative approach<\/strong>. There has always been a gap between the two countries in this field, but with this campaign, it is even more obvious. While \u201crebellious\u201d French youth may not appreciate the more didactic approach (do you think we\u2019re dumb?), the older SG generation will get it much faster than if they had to decipher an over complex flyer.<\/p>\n\n\n\n<p id=\"b953\">The framing of the message is what I find most fascinating here. While the&nbsp;<strong>French advocate personal freedom and individualism<\/strong>&nbsp;as a benefit of vaccination (get vaccinated and you can date, go to concerts, and see your relatives again),&nbsp;<strong>the Singaporeans champion collectivism<\/strong>&nbsp;(get vaccinated for your family, your students, and your grandchildren). The differing messages speak volumes about the values of both societies and, more generally, the differences between East and West.<\/p>\n\n\n\n<p id=\"daaf\">If you need help conceptualising and\/or designing your next marketing campaign, contact me for an honest consultation!&nbsp;<a href=\"http:\/\/www.pixeltie.com.sg\/\">www.pixeltie.com.sg<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Being French and living in Singapore, I\u2019ve always been fascinated by how government campaigns conducted in the two countries reflect their societies. A prime example of this is their approach to promoting the coronavirus vaccination programme. While the French government targets youngsters hesitant about getting vaccinated, Singapore aims to persuade the older generation to have<\/p>\n","protected":false},"author":1,"featured_media":5574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":{"0":"post-5434","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-branding"},"_links":{"self":[{"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/posts\/5434","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/comments?post=5434"}],"version-history":[{"count":3,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/posts\/5434\/revisions"}],"predecessor-version":[{"id":5694,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/posts\/5434\/revisions\/5694"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/media\/5574"}],"wp:attachment":[{"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/media?parent=5434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/categories?post=5434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pixeltie.com.sg\/blog\/wp-json\/wp\/v2\/tags?post=5434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}