National Youth Forum 2008: Changing Perspectives
April 20th, 2009
by Denise He
Participant, Facilitator and now Publicity Chairperson. National Youth Forum (NYF) has been my biennial volunteering “tour-of-duty” since 2004. In the tradition of NYAA GAHA Chairman Terence’s “Mind Your Ps”, I would now share with you my eventful and challenging 1-year journey in the organising of NYF 2008 in the form of 3Ps:
Programme: NYF began in 2004 when the National Youth Council decided to address Prime Minister Lee Hsien Long’s call to enhance the level of youth civic participation in Singapore. In NYF, youths from a variety of backgrounds now have a formal platform to study formulation; debate national issues and spearhead initiatives to benefit the community at large.
NYAA GAHA’s relationship with NYF started even earlier. NYAA Executive Director Mr James Soh and Terence Chia assisted the NYC staff and the organising committee, providing advice in the conceptualization of the inaugural NYF. GAHA’s bond with NYF continued as Cliff Koh (our NYF 08 poster boy!) and Shawn Loh were selected as NYF 06 participants. NYF 06 was a tremendous success as the participants were inspired by NYF 06’s vision to “Take the Lead and “Be the Change”. For instance, Cliff’s group spearheaded the “Go Global” Business Case competition, a competition and seminar on youth entrepreneurship while Shawn’s group imitated “Audible Hearts”, a web portal offering online peer support by youths for youths.
Publicity: The challenge for NYF 08 is therefore tremendous, since we aim to improve on the successes of NYF 06 and expand the platform to more youths in Singapore.
In order to do so, publicity assumes an important role in ensuring that our NYF message is heard. Having gained a broader perspective and a deeper insight into Singapore’s polity in NYF 04, I felt the need to spread the unique message of the “NYF experience”.
I recalled the “4 P”s that I learnt from my lecturer in marketing – product, pricing, promotion and placement – and tried to apply them to NYF 08.
Fortunately, we have a wonderful “product” in NYF, as it had continued to inspire our youths to create new realities in our community and society. Our aim therefore is to relate to the “client’s needs and wants”. After consulting friends and conducting our own surveys, we managed to not just set out a shopping list of familiar youth themes, but the key dilemmas facing the young people of Singapore. We look at issues that youths have an interest and stake in. In NYF 08, we argued and debated over issues such as sexuality, education, sports, new media and global warming.
Although NYF had a minimal fee incurred, it was not this “price” we were concerned with. We were more concerned with the youths’ “opportunity costs” since NYF is a long and intensive programme. With the help of the programme Chairperson, we managed to reduce the duration of the whole programme into three months.
For “promotion”, we created “buzz” with our design of teaser posters and Youtube videos. Using the “Be Engaged” theme, a ring was featured in our teaser posters in the Straits Times and MyPaper. In our youtube video, we showed an NYF alumnus proposing to his girlfriend with a ring, ending off with “Be Engaged”.
“Placement” refers to how the product gets to the customer. This was probably the most challenging task. To create awareness, the organizing committee conducted roadshows at various schools and institutions. We also organized an NYF Publicity Launch and Gameshow at Bugis Junction to attract potential participants. On the web, we advertised NYF on MSN Messenger.
In the end, it worked! We had an overwhelming response in NYF 08 applications. This provided us with a happy selection headache as it took us 1.5 months every weekday evening, surviving on junk food, to interview all our applicants.
People: In the end, it all boils down to the people. Organised by the NYF alumni, the NYF is in itself the product of youths’ ideals and their keenness to play an active role in nation-building.
Whilst it is a popular view that Singaporean youths are politically apathetic or disinterested, I found many likeminded friends who did care about the way things were going in Singapore and we spent much time during the forum discussing about policies and politics.
And the NYF experience continues to grow because of the friendships made during the NYF. A call is all it takes for enthusiastic alumni and friends of alumni to help out. Cliff, for instance, took time off from his busy school day to dress up and pose for a photo shoot in our NYF 08 poster. I also appreciate how Natalie readily agreed to be one of our guest speakers on a lazy Saturday afternoon.
Thank you to all who have made NYF08 a success!
For more information about project collaborations, please visit the NYF website at www.nyf.sg.
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