choongyong.com

choongyong.koh June 6th, 2008

MediaCorp launched its green initiative this year with the Saving Gaia site and the corresponding TV advertisement.

I applaud the effort to raise awareness, but questions the message behind the TV advertisement (see it on http://www.savinggaia.sg/). The ad started with an image of a toy boy figurine. Moments later, blood trickered down his face, followed by sawing of his head. The boy figurine faded away and give way to the image of a bright-eyed boy filled with sadness in his eyes. I searched my brain for a message behind all these, but after much thought I still cannot figure out what is being conveyed.

The problem is such kinds of images are actually quite troubling to small kids. In previous instances where ads that similarly are disturbing to the young, there was swift action either by the authorities to curb it, or some disturbed parent will write to the papers. This time, aparently the ad has already been running for a few days, including during primetime slots of 8pm and 9pm, without any sign that it is stopping.

I fear that with a “green message” out almost everyday from every angle, now that Global Warming seems to be a fashionable statement to be made by most, the message carried (or lack of message, as in this case) will continue to cloud and confuse people, so much so that the continual efforts to educate and create awarenesss is hindered.

Hopefully. when people intend to raise awareness, they think through what they plan to do, and get the facts/messages/signals right first.

• environment , media