" Why are so few Asian countries able to reproduce the basic recipe for effective health communication a la Singapore? Because corruption and other greeds come in the way "
How can a small island nation with a multi-ethnic and multilingual citizenry and four official languages become a global champion in health communication? The answer is to use scientific evidence effectively, to be proactive in responding to evolving trends, to employ many communication channels and to tailor messages to diverse audiences. And the country with this extraordinary feat will be 58 on August 9, 2023. It's Singapore!
Singapore's demographics are rapidly shifting, posing significant challenges for the country's health systems.
The population is ageing, as is the proportion of people suffering from chronic diseases. Singapore has a higher suicide rate than many other countries, and mental illness is stigmatised.
And Singapore is addressing all these, as well as obesity, head-on.
During my visits to Singapore, I can't help but see behaviour change signals everywhere. Singapore's health authorities appear to be working on a war footing to confront emerging health concerns by investing in exceptional health communication. I consider Singapore's approach to be an accurate implementation of "Health is a Human Right" and "Health in All Policies." When I decipher Singapore's magical public health communication formula, I discover the following precious principles: Understanding your audience is essential to any public health communication strategy. Who are you targeting? What are their concerns? What drives them? After knowing your audience, you may personalise your message. However, this requires leaving your cosy offices and connecting with people in their homes or workplaces. Public health authorities must likewise give up the idea that they know what's best for people. Two, Relevance: your message should address your audience's worries.
They should care about it and recognise how it affects them.
In contrast to Singapore, which determines its agenda with limited foreign intervention, low-income countries frequently follow the priorities of their international donors. Third, Credibility: your message should be founded on solid evidence and originate from a reliable source. Four, Engagement: your message should be engaging and thought-provoking to captivate your audience. Five, Simple messaging: Your message should be easy to understand and avoid jargon and terminology.
Singapore's health communication formula also includes using a variety of mediums to engage people, such as print, television, radio, social media and public events. Use humour and storytelling to connect with your audience. Track your campaign's performance to see what works and what doesn't.
Singapore has many public health successes.
Singaporeans' rising Type Two Diabetes rate prompted the 2016 "War on Diabetes" campaign. The 2015 "National Steps Challenge" to promote physical activity saw fivefold participation by 2018. The government has created an extensive initiative to support firms of all sizes in obesity prevention and management, chronic illness management, mental health and smoking cessation. Singapore's health initiatives' interconnectedness is their beauty. The government works with the urban planning sector to design localities that encourage physical activity; with the transportation sector to promote public transportation and make it easier for people to walk, cycle and use active modes of transportation; with the education sector to promote health education in schools and create a healthy school environment; and with the workplace sector to encourage healthy workplaces.
By linking its public health programmes with other vital sectors, Singapore has created a more holistic approach to health promotion.
Understanding that communication is a means to an end is critical to Singapore's health communication success. Singapore's health communication programmes are proactive, evidence-based and serve measurable health objectives-infrastructural investments back health campaigns. To give Singaporeans a place to exercise, relax and mingle, this "Planned City" features government-built 59 regional and 271 community parks. They usually have running, cycling, and inline skating paths that link to nearby parks. Leadership by example is also a part of Singapore's health communication strategy. It sends a strong message to the public that healthy living is essential when Singaporean leaders and top civil servants follow what they preach. What also helps is that Singapore has traditionally had stable governments with enough majority to expedite health-related legislation. The other significant and rare advantages that Singapore enjoys are – one, Singapore has a long history of electing highly educated and trained science political officials, and two, the presence of an impressive number of self-made female professionals in high-decision making roles.
Why are so few Asian countries able to reproduce the basic recipe for effective health communication a la Singapore? Because corruption, nepotism or political and bureaucratic greed come in the way. Singapore's public health ambassadors are chosen for their health advocacy, not political connections. Singapore's health promotion platforms are not chosen for personal profit. Instead of commission, posters and brochures are printed in proportion to audience size. Singapore's performance tell good governance and low corruption are necessary for effective health communication.
International development and philanthropic health peogrammes in low-income countries need to learn from Singapore's health communication excellence.
Donor funding for health communication is highly susceptible to corruption.
Unless international donor-development agencies want to mainly boost a country's t-shirt, flex and poster printing business or provide politicians with a health platform for self-promotion, the funding of health communication should be carefully reviewed.
A version of this article appears in the print on August 9, 2023, of The Himalayan Times.
