Archive for April 2011

Communications professionals need to think beyond the 30 second television spot if they are to reach the hearts and minds of the masses with awareness campaigns on issues like climate change, a senior media executive told a seminar in Bangkok today.

Todd Miller, a member of the Board of Advisors of The Media Alliance, and former Executive Vice President, Networks, Asia/Pacific, Sony Pictures Television, said collaboration with creative industries was essential to make the issue topical, talked-about and top-of-mind.

“The creative industries need to take action to embed the climate change issue into pop culture, weaving climatic issues into the storylines of popular dramas and comedies, on talk shows, and into music and movies,” he told the gathering of representatives from UN agencies, development organisations, media and private sector companies.

Mr Miller cited the example of drunken driving in the United States: “Public health officials introduced the notion of a designated driver and enlisted the support of Hollywood, of the networks, and of talent to get this message across.

“The message of designated driving permeated pop culture and changed behavior. Today a designated driver is a common, socially acceptable and responsible behavior in the US,” he explained.

The seminar, organised by the UNEP Regional Climate Change Adaptation Knowledge Platform for Asia in partnership with The Media Alliance and the Swedish Environment Secretariat for Asia, was the fifth in a series on public awareness, behavior change and calls to action for sustainable consumption and production.

A Singapore PR agency is to develop a campaign to raise awareness and increase acceptance of ‘successful aging’ as a life-course process regardless of life stage, health status or physical ability and to reach out to the media and the age-care industry.

Ruder Finn Singapore has been appointed by the Tsao Foundation to develop the campaign as part of a two-year agreement covering public relations counsel, development of a PR strategy and key messages, media planning and media relations.

Established in 1993, the Tsao Foundation has been at the forefront of developing models of community-based medical and social services for older persons, providing training in the age care service sector, and fostering new thinking on the challenges posed by rapid demographic change.

“Tsao Foundation is closely aligned with the government’s vision of building a world class health care system that meets the needs of our aging population. We believe that empowering the individual with the necessary information and skills, and developing an integrated network of community services to optimize health, participation and security would enhance the quality of life as people age,” said Dr Mary Ann Tsao, President of the Tsao Foundation, said.

Singapore has one of the fastest aging populations in Asia and its government has identified this as one of its key social development issues.