SINGAPORE ARMED FORCES (Advertisements in Mass Media)

Mr Rohan bin Kamis asked the Minister of Defence and Second Minister for Health what is the rationale of the extensive advertisements on the Singapore Armed Forces in the mass media and is he satisfied with the results.

The Minister of State of Defence (Dr Yeo Ning Hong) (for the Minister of Defence and Second Minister for Health): Mr Speaker, Sir, the advertisements which have appeared in the mass media on the SAF are broadly of two kinds, namely, recruitment advertisements, and messages on national defence and security.

In the first case of recruitment advertisements, the SAF has, as a matter of fact, utilized such advertisements for more than a decade. So they are not new. What is new is probably the better layout and the impact that the recent series have. So far, the campaign has achieved its objectives in terms of generating increased interest in careers in the Armed Forces. In addition to meeting our recruitment targets, this has enabled the SAF to select from a wider pool of better qualified candidates.

In addition to the recruitment advertisements, beginning 1st January 1983, MINDEF has been placing in newspapers a series of messages on national security and defence. I have elaborated at some length in this House last week on the importance of educating our entire population on the important role of defence. Our surveys indicate that Singaporeans are now becoming more aware of this. The advertisements form part of an on-going educational programme.

Dr Lau Teik Soon (Serangoon Gardens): Sir, with the opening of the SAF Career Centre, does the Hon. Minister of State not think that it is a waste of public money to have separate advertisements by the three Services, instead of having just one adverisement by the Career Centre? Secondly, if the Hon. Minister feels that the separate advertisements should continue, does he not think that the advertisements should spell out more clearly the requirements for the applicants aside from just academic qualifications?

Dr Yeo Ning Hong: Mr Speaker, Sir, I am not an advertising man and I do not believe the Member for Serangoon Gardens is either. We have engaged a number of consultants to advise us on the best way of getting the message across and of reaching the target groups that we have in mind. Their advice to us is that doing it the way we have done so far represents our best investment. Sir, getting good people into the Armed Forces is probably one of the most important tasks for the SAF to do. All the sophisticated equipment, weaponry and other heavy plants that we have would be of little use to us unless we have people who know how to operate them optimally. It is, therefore, in our considered opinion not a waste of money at all. We are basically trying to target our messages to the people whom we wish to attract.

On the second question whether we should spell out more details, again that is another point that has been debated by our people in the Personnel Department in consultation with our experts, and I believe that this advertisement as it is, is adequate to put the message across. We do not believe that inundating a lot of information on to a piece of advertisement would get the message across. It would probably not be read at all.

Mr Rohan bin Kamis (Telok Blangah): Sir, since this appears to be the best thing since sliced bread, why was it not thought about earlier?.

Dr Yeo Ning Hong: Sir, can I ask the Member for Telok Blangah to repeat his question?.

Mr Rohan bin Kamis: Sir, it appears that we now need to educate the public and that this is the best way that we are doing or going about it. Why was it not thought about earlier?

Dr Yeo Ning Hong: Sir, I have mentioned in my reply earlier that advertisements have been put in the mass media by the SAF for more than a decade. This is not a new thing.