ANALYSIS: Advertising - God sheds light on regulatory minefield - Religious diversity has cost a series of God ads free run in Singapore

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