Since independence in 1965, the Singapore government has often relied on broad public education campaigns to put across its goals and aspirations to the man (and woman) in the street.

Campaigns on the subjects of spitting, littering, flushing public toilets, courtesy, keeping fit, teenage smoking, chewing gum and speaking Mandarin instead of dialects, have sought to create a more hygienic and well-behaved population.

Singapore has been remarkably successful in this 'war' against disagreeable behaviour. In marked contrast to most other cities, Singapore is clean and green, and its people are for the most part honest, polite and healthy.

The tendency towards uncouth behaviour is countered with posters, slogans, exhibits and TV exhortations against either specific vulgarities - 'No Spitting!' - or more generalised bad manners - 'Courtesy Month!' In fact, the annual courtesy campaign of 1993 took on an overseas element in an effort to quell the image of the 'Ugly Singaporean' barging his way through foreign countries.

The tab for all this public interest promotion is picked up by both the government and local businesses. One of the most recent anthems - 'We are Sing-a-pore, hear the li-on roar!' - for example, was backed by the Cold Storage Supermarket chain.

Madison Avenue

In 1987, Singapore launched its 'National Ideals and Identity Programme' which includes a whole slew of slogans, programmes and symbolism, including a stunning computer-generated TV spot: 'Courage, Strength and Excellence'.

One of the corporate sponsors of the drive, whose company contributed some $40,000 (RM85,000), told The Straits Times the following when asked why his company supported the campaign: "People outside view Singapore in two ways - if they see Singapore as a clean country, they will view companies here as clean. If they see companies here as clean, they will also view Singapore as clean."

In its methods, the government seems to have picked up a few tips from the Madison Avenue taste-makers, and its current efforts are much more polished and probably more effective than its earlier campaigns. 'Males with long hair will be attended to last' shouted a poster from the early 70s. The drawings illustrating the government's definition of 'long hair' were crude and roughly sketched. The whole effect was as that of a wanted poster or something out of an immigration handbook.

Some of the more important campaigns are backed by legislation. For example, the 'Please Stop at Two' smaller family drive was reinforced with tax and schooling benefits for those less fecund couples. By the early 80s, the birthrate having shrunk somewhat too drastically, a new 'Have three or more if you can afford to' campaign began, with primary school registration benefits for those children of larger families.

Strong objections

While visitors are often bemused at the volume and breadth of advice the Singapore government gives to its citizens, for their own part most Singaporeans have been willing to go along - resulting in Singapore becoming a better place to live in.

At least once, however, Singaporeans signaled that the government went too far. In the early 80s, having noticed that - statistically children of graduate mothers were more successful in school and in the economy, the government suggested that women graduates have more children, and proposed some legislation to 'encourage' them to do so.

The public decided that while spitting was one thing, 'socio-biology' - as critics called the proposal - was another. In the face of such strong objections, the proposed legislation was withdrawn.

Campaigns serve a purpose wider than mere behaviour control or policy enforcement. They promote national solidarity and even provide entertainment. The 1987 'Courtesy Month' celebration, headquartered in the Raffles City shopping complex, took on the dimensions of a small theme park.

For adults, there were videotape morality plays depicting the horror and chagrin of, for example, returning to an HDB apartment drunk. In addition - for the kids - a plywood maze with signs that warned 'Throwing Litter From Apartments can Kill!' and other such admonitions.

If you think that Singaporeans don't have a sense of humour when it comes to social behaviour, consider the fact that one of tourists' most popular T-shirts is emblazoned with 'Singapore: a fine city' and other satirical phrases based on some of the more infamous campaigns. How's that for a marketing idea!

JAMES GOMEZ is author of Self-Censorship: Singapore's Shame and director of Singapore-based NGO, Think Centre.