COURTESY CAMPAIGN (Effectiveness of)

Mr Yeo Choo Kok asked the Minister for Communications and Information (a) what is his Ministry's assessment of the effectiveness of the Courtesy Campaign; (b) whether Singaporeans have become more courteous after so many yea/rs of efforts in promoting the campaign; and (c) what is the future direction of the campaign.

The Senior Parliamentary Secretary to the Minister for Communications and Information (Mr Ho Kah Leong) (for the Minister for Communications and Information): Mr Deputy Speaker, Sir, I am answering on behalf of my Minister.

In December 1987, my Ministry engaged an independent research company to conduct a survey amongst a representative sample of 1,000 people. The folllowing questions were posed:

(a) Do you personally think that Singaporeans are nowadays more courteous or less courteous?

(b) If Singaporeans are more courteous, do you think they are more courteous because of the Courtesy Campaign or some other factors?

(c) Do you think there is a need for Singapore to continue with the Courtesy Campaign in future years?

(d) In your opinion, how much effort do you think Singaporeans put into being courteous?

Assessment of Effectiveness of Campaign

70% or nearly 3 persons out of 4 feel that Singaporeans are today more courteous than they were before.

66% or 2 people out of 3 attribute the increase in the level of courtesy solely to the campaign; whilst most of the remainder (27%) feel that it is due both to the campaign and other factors.

Should campaign continue?

Nearly 9 people in 10 of those surveyed, or 89%, feel that the campaign should continue to be promoted in future. This may be due to the perceived effectiveness of the campaign since a total of 93% attributed the improvement in Singaporeans' behaviour to the campaign, either solely or in combination with other factors.

The need for the Courtesy Campaign to continue may also be due to the observation by a majority (78%) of the people that Singaporeans on their own do not put in a lot of effort in being courteous. Only 19%, or nearly 1 in 5, feel that Singaporeans are putting in a lot of effort.

There is therefore still a need for the people to be continuously reminded to be courteous. My Ministry will endeavour this year to drive home the need for courtesy to begin with the individual.

Long-term future direction

Since the inception of the campaign in 1979, we have emphasized the forms of courteous behaviour. In future years, the emphasis of the campaign will be on the development of the character of the young in order to make courtesy a natural component of our people's behaviour and life style.

We will endeavour to increase public awareness of the importance of character building as well as the important roles which families, schools, communities and workplaces have to play.

Sir, while we must strive to be more productive in order to be more competitive internationally, at the same time, we must also preserve our Asian traditions of courtesy and respect for one another. If courtesy becomes a part of the Singaporean's personality, then courteous behaviour will come naturally from every individual without the need for reminders or campaigns.

If Singaporeans are to be well mannered, socially disciplined, confident and cultured, if we are to have a good environment for our children to live in peace and harmony, if we are to have the respect of individuals for one another and for public properties, all of us must play our part in promoting courtesy.

Mr Chiam See Tong (Potong Pasir): Mr Deputy Speaker, Sir, are these courtesy campaigns aimed more at civil servants who are serving the public or the workers in the private sector who are serving the tourists in particular?

Mr Ho Kah Leong: Sir, these courtesy campaigns are aimed at all Singaporeans.

Mr S. Chandra Das (Chong Boon): Including the Opposition!

Mr Yeo Choo Kok (Delta): ( In Mandarin):Sir, since 1979, how much has been spent on courtesy campaigns? Secondly, for this year's campaign, what is the theme which will be directed at the Singapore people? Will it include how to take buffets in a more courteous manner?

Mr Ho Kah Leong: ( In Mandarin):Sir, since 1979 until this year, our Ministry has spent $3.8 million in the promotion of courtesy campaigns.

As regards the second question of the Member for Delta on whether in this year's campaign Singaporeans will be taught how to behave well at buffets, I would stress that the campaign covers a wider scope than that. We would like to drive home the message to the Singaporeans that we should at all times bear courtesy in mind. And Singaporeans should also be conscious of the social norm of behaviour at buffets or occasions like that. This kind of consciousness in courtesy and social etiquette should be spread by all civic organizations and all the schools so as to reach all social life more effectively.