In light of the challenges facing the country and the tips on managing cost of living dished out by Prime Minister Lee Hsien Loong at the National Day rally, some government agencies ought to consider changing their taglines to be more in sync with the times.
Let’s start with the National Environment Agency, which manages Singapore’s hawker centres. PM Lee has urged Singaporeans to have hawker meals costing $3 or less.
The current NEA tagline is Support, Nurture, Cherish.
It’s a motherhood line that doesn’t really say anything. Why not change it to: More Hawker Centres to Help You Save More.
Then there’s PUB, Singapore’s national water agency, which uses the tagline Water for All: Conserve, Value, Enjoy.
It tries to say too many things all at once. A more cut to the chase tagline, in view of PM Lee’s advice to cut down on water usage, would be:
Conserve Water: Shower Less, Flush Less.
You would recall that SingHealth, Singapore’s largest healthcare group, came under cyber attack recently. The most serious breach of personal data resulted in the theft of 1.5 million patients’ data.
The current SingHealh tagline is Excellence in Care, Education and Research.
Again, it tries to say and promise too much. A more relevant and memorable one would be: We Care for Your Health, Not Your Data.
Also, there’s the Land Transport Authority, responsible for maintaining Singapore’s land transport infrastructure and systems. Their tagline is We Keep Your World Moving.
In light of frequent train fault and train breakdown, a more pertinent tagline would be: Often Moving, Sometimes Standstill, But We Keep You Going.
We have to reserve the best for last. The People’s Action Party has this tagline on their website: With You, For You, For Singapore.
Does anybody buy that? To be more precise, to attract more talents, and to ride on the current box office hit, the PAP should consider adopting the tagline: Poor Also Pay, Better Be Crazy Rich Like Us.