SG ministry uses boomer-friendly 'Good morning' posts to dish out sustainability tips

The Ministry of Sustainability and the Environment (MSE) has taken on a unique approach to engaging Singaporeans, with its series of boomer-friendly "Good morning" pictures posted on Facebook page. These pictures akin to those that are usually shared on WhatsApp by middle-aged and elderly Singaporeans - a backdrop of fields on a sunny day for a waterfall, among others, with an inspirational quote to start the day. 

MSE took a step further by incorporating messages on sustainable practices in its good morning wishes to readers, done in English, Chinese and Malay. For instance, one picture says "Water is life...Remember to turn off your tap", while another says "Say yes to waste less...cherish what you have". 

https://www.facebook.com/MSEsingapore/posts/271375031700215

Overall, the Facebook post was well-received by the public. As of 8 December 2021, the post has received 1,400 reactions, 438 comments and 1,300 shares. MSE even went a step further by sharing a link on the comments section that allows users to download the pictures and share them with their family and friends. MARKETING-INTERACTIVE has reached out to MSE for comment. 

Some users commended the Ministry's efforts to engage with consumers, with one user even calling it "a stroke of genius". Meanwhile, another Facebook user joked about how the pictures only appealed to the older crowd, saying that is what happens "when a boomer takes on social media duties". 

However, a handful of users also expressed their disappointment over the posts. One Facebook user called out on MSE for including all languages except for Tamil in its post, to which MSE replied saying that it would "remember for next time". Additionally, another user pointed out MSE's "cheap standard of work". The user said that while he liked the novelty of the idea, it was obvious that MSE had just grabbed some pictures from the internet - in low quality, no less. The Facebook user also added that the initiative could have made a better local impact if photos of Singapore were used instead, stating that the waterfall picture could have been easily replaced by a photo of the man-made waterfall in Jurong Bird Park or Gardens By The Bay, for example. 

MSE is not the only entity to have used the good morning pictures to pique consumers' interest. Last April, Lifebuoy worked with GOODSTUPH for boomer-friendly hygiene tips. "As the COVID-19 situation persists, we’ve created a week’s worth of important boomer-friendly hygiene messages," Lifebuoy said in the Facebook post previously.

Related articles:
Standard Chartered's unique ad campaign on sustainability
P&G co-launches sustainable brand 'aio' with A.S. Watson Group
Watsons leverages online and offline network to push sustainable products
McDonald's pivots to sustainable Happy Meal toys globally
Ministry of Social and Family Development wraps up digital pitch