The Ministry of Communications and Information (MCI) has collaborated with Mediacorp to reach out to members of the silver generation who communicate in dialect. Also working on the collaboration was Tribal Worldwide Singapore.
The result is an info-educational drama series Eat Already? The series runs for 10 episodes for on a half-hour weekly timeslot on Mediacorp’s Chinese channel, Channel 8. The pilot episode aired last week.
The first episode of the drama series is up on its Youtube, and can be found here:
The show is directed by acclaimed local filmmaker Royston Tan and is his first television drama project. MCI also recently worked with the filmmaker for a telemovie called “The Provision Shop” which explores the theme of diversity in multicultural Singapore.
According to Irene Lim, Mediacorp’s head of family segment (Chinese), the move towards a drama series was a relevant one as seniors form a large part of the audience for the time slot dedicated to dialect programming.
With the campaign, MCI hopes to enhance awareness and understanding of the Pioneer Generation Package (PGP) to seniors in a language they are comfortable and familiar with and also in a format which resonates with them. The info-drama also weaves in useful information to seniors on specific government schemes and subsidies such as Medishield Life, Pioneer Generation Package, CHAS and Silver Support.
The promotional trailer for the series gained momentum on the Gov.sg Facebook page with 606,000 views, 4,400 reactions and 266 comments at the time of writing.
To promote the programme, a catchy theme song with a 1960s, retro-style music video was posted on the Gov.sg Facebook and Youtube platforms. On Facebook, the music video has garnered 488,000 views, 6,500 reactions and 600 comments on at the time of writing. Watch it here:
According to Jeff Cheong, president of Tribal Worldwide Singapore, the experience and insights gained from launching the Pioneer Generation Package and MediShield Life campaigns allowed the series writers to striking the right balance between relatable, entertaining content and enforcing core educational messages.
“Our use of Eat Already? – a colloquial greeting favoured by the seniors – as our conversation starter, was most helpful in grabbing their attention, and it primed the stage to engage them with drama and content inspired by real-life stories we discovered on-ground,” Cheong added.