In 2024, we worked with Singapore’s Infocomm Media Development Authority (IMDA) to create a series of viral content which celebrates our shared identity through promoting positive social values, encouraging racial harmony and showcasing our diverse culture and heritage.
Problem
Public Service Broadcast (PSB) content typically tends to be perceived as pedantic and run-of-the-mill, especially in the perspective of digital natives aged 18-24. Our challenge was to put a “TSL spin” by making such content educational yet light-hearted and entertaining. We also wanted to showcase uniquely Singaporean personalities and lifestyles which will immediately resonate with our audience.
Solution
To address this challenge, TSL Media Group developed three distinct content series, each tailored to different aspects of our national and social interest objectives. These were then published across three of our brands – The Smart Local, ZULA, Must Share News – to maximize their reach in our audience community.
1. TheSmartLocal – “Can Go In?”:
We know that Singaporeans are fundamentally curious about iconic religious buildings and the communities that maintain them. The average Singapore also does not typically have the opportunity to explore these buildings freely.
Through this series, we staged interviews to feature experts from different religious communities who guide our viewers through their places of worship. Through humorous, candid conversations, we reveal surprising and rarely seen aspects of religious practices.
2. Zula – “My Culture FR”:
Singaporeans grew up in a vibrant social fabric, and most of us take pride in our diverse heritage. We also inherently enjoy learning about different cultures.
Therefore, through a gamified, vox pop-style format, we launched a Zula series which quizzed participants on true or false statements about their race. The interactive approach allowed viewers to learn fun facts and gain a deeper appreciation for the uniqueness of each culture, promoting understanding and harmony through education and social discourse.
3. Must Share News – “Ah Beng’s Guide To” & “MS News Investigates”:
Lastly, in cultivating an informed society through current affairs and local perspectives, Must Share News employed an instantly recognised Singaporean character, the Ah Beng, to contextualize current affairs and cultural topics in a hyperlocal, relatable manner, breaking down complex subjects for the everyday Singaporean. “MS News Investigates”, on the other hand, explored everyday Singaporean phenomena, debunking myths and old wives’ tales through factual investigation and expert insights. Both series aimed to inform and engage the audience by making difficult topics accessible and relevant to their daily lives.
Results
The content achieved significant engagement and positive reception:
- 97% Positive & Neutral Content Sentiments: The high percentage of positive and neutral sentiments indicates the strong relevance and appeal of the content to the target audience.
- 363,862 Likes, Comments & Shares (and counting): The substantial engagement metrics demonstrate the success of the content in resonating with viewers and encouraging interaction.
Through these series, TSL Media Group effectively created content which fosters a connected society through promoting racial and religious harmony, celebrating the Singaporean identity, and fostering cross-cultural awareness. The innovative and engaging content not only entertained but also educated the audience, reinforcing the importance of racial and religious harmony, cultural appreciation, and informed citizenship.
