The Singapore government's decision to ban a church-backed
television and print advertising promoting God, highlights the
regulatory minefield that agencies face in this culturally and
religiously diverse country.
This tiny nation of more than three million people is home to Buddhists
or Taoists (more than 50 per cent), Muslims (15 per cent), Christians
(13 per cent) and Hindus (three per cent). In addition, the ethnic
cocktail comprises Chinese, Malays and Indians.
Little wonder then that when the Churches of the Love Singapore Movement
and its agency Ogilvy & Mather rolled out a high-profile campaign aimed
at presenting God in a more benevolent light, the government pulled the
ads from television stations and newspapers. The campaign has been
deemed as too intrusive amid concerns that it would upset the
non-Christian majority.
In a statement, the Singapore Broadcasting Authority said: "Religious
advertisements are not allowed on television as Singapore is a
multi-racial society and such advertising would be seen as
proselytizing."
But creatives are undaunted by the ruling. One of them is Eugene Cheong,
O&M's head of copy who played a lead role in developing the God ads. He
said: "Creativity will always find a way of breaking the rules in the
name of social progress."
Bartle Bogle Hegarty executive creative director Steve Elrick believes
the government is correct in striving for social harmony, but he adds
that "sometimes they are far too safe and conservative".
Cheong characterised the churches behind the God ads as progressive.
Out of some 1,000 churches in Singapore, the Churches of the Love
Singapore Movement is made up of 150 churches across a broad range of
denominations.
"They don't sing 15th century songs. They are trying to be in the 21st
century and they are doing this by embracing the arts and
technology.
They have some of the best musicians and musical instruments. They have
the most advanced audio visual equipment in the market and they even
have an interactive guy," Cheong said.
The aim of the churches' campaign, which is now restricted to outdoors
and below-the-line, is to put God in a contemporary, affable and witty
light.
The movement's main objective is to correct the misconception of God
from a disapproving schoolmaster to a figure who is witty and
approachable as well as omnipresent and all-powerful, according to
Reverend Canon Derek Hong.
The Television Corporation of Singapore and Singapore Press Holdings
initially approved the ad's planned run even after O&M had alerted both
media companies to the possibility that the campaign could be deemed as
controversial and banned.
When asked why it wasn't common practice for agencies to ask the
authorities for approval at the storyboard stage, a source said, "Never
ask first.
They invariably say no. When in doubt, their policy is to say 'no'."
Another noted that the government would sometimes "allow things that it
most likely would not have allowed before because it takes into account
changes in social norms".
Which rings true especially when seen in the context of bolder ad
campaigns appearing in the city. But Cheong says it is unfair for the
God ads to be singled out. "They ought to level the playing field and
ban all religious advertising from the mass media, not just ours," he
says in reference to other religious ads in the mass media.
FCB regional executive creative director Chris Kyme agreed, saying, "The
ad authority should revisit their strategy. Either have a rule which is
consistent or not."
Added Cheong: "The difference between ours and the others is that we are
a bit more organised. We appear to have a strategy and a plan." And this
is possibly where the problem lies; too much organisation and strategy
frightens the authorities into thinking that its carefully laid plans
for social harmony could be disrupted. Cheong insists that the campaign
is aimed solely at correcting a misconception and has not been designed
to drive up church attendance.
But others in the industry disagree. BBH's Elrick said that no matter
how sensitively or tastefully executed a campaign is, the problem lies
with the content and its objectives. "If they weren't preaching, what
were the ads about. If the aim wasn't to convert, then there's no point
to the ads."
However, Cheong insists the ads will not make people believe in God.
They might generate conversations, discussions or debates that could
lead to a reassessment of a person's belief. For a person to make such
fundamental changes, he would need books like the Bible, the Torah or
the Koran to help the transformation along, said Cheong. "The campaign
aims to make God more relevant. One-liners won't change things too
dramatically. If they predispose you towards God, the ads have done
their job."
He also denied coming up with the advertising concept and then pitching
it to the movement as a precursor to entering award shows. "The idea of
us pitching to them to spend Sdollars 2 million so that we can enter
awards is preposterous. The clients are not stupid," he countered. But
he made no secret of the fact that he may enter the campaign in award
shows. "I told the reverend that we were going to send the ads for
competition.
He was very amused by it."
As debate rages on, the church movement is looking into more innovative
ways to kick-start the campaign. One channel it is examining is mobile
telephone short message services.
