Romancing Singapore: When yesterday's success becomes today's challenge

When Singapore gained independence in 1965, its policies were “strongly anti-natalist” as the government feared that population growth could strain its limited resources and hinder economic development. National campaigns were successfully used for population control and within a decade birth rates fell so much that the country became a victim of its own success. Fearing a loss in replacement of the population, the government has adopted a rather aggressively “pro-natalist” policy. In addition to cash grants and tax rebates to encourage births, public-education campaigns have promoted positive attitudes towards marriage, children and family life including Romancing Singapore, a month-long campaign in February 2003.This study sought to evaluate the Romancing Singapore campaign using the case study method. Data were gathered through a survey of 73 Singapore residents, in-depth interviews with 28 young, working Singapore residents, as well as elite interviews with campaign organisers from the government and the PR agency that executed the campaign.Most respondents saw Romancing Singapore as yet another government procreation campaign, or propaganda and a “PR exercise.” The fact that Romancing Singapore was led by the government, worked against it with most respondents opposing the use of campaigns to promote romance, a private matter. Overall, the campaign had little effect, as most of those in our sample did not display the intended attitudinal or behavioral change. Instead, the opposite was true and most had negative perceptions of the campaign.