The title of this entry is a play on the Straits Times article headlined ‘Need help? Just ask.‘, which was published today.

The article was mainly about how help is available for Singaporeans in dire straits, but somehow, the take-up rate of the available assistance schemes are not very high. The Minister of State for Community Development and Sports, Yu-Foo Yee Shoon, attributes it to Singaporeans having an issue with dignity, or in local parlance, ‘loss of face’.

I completely disagree with her attribution. I think the problem is that people don’t know where to get help, especially those who are more elderly or less educated. The Straits Times story profiled someone in a desperate situation who benefited from seeking aid from the government, and that person only got to know about aid being available by chatting with neighbours. It’s not as if this person didn’t want to ask; he didn’t know where to go until someone told him.

My suggestion for MCYS would be to step up efforts in publicity. How many people know of the existence of Comcare Call, a toll-free number (1800 222 0000) by MCYS for anyone who needs help but don’t know where to go to? I didn’t, not until I did some research prior to writing this piece. However, I do know the existence of a hotline to call for gambling addiction. The National Council on Problem Gambling clearly does a much better job at publicising its hotline compared to MCYS.

I think MCYS should consider increasing the gear on publicity of it’s Comcare helpline programmes. Media advertising is not cheap, but I do not think that media companies are unreasonable when it comes to public service announcements. And, the media message must also encourage people to pass on the toll-free number to neighbours or people who might need help. Some of the poorer folks might not even be able to afford a radio and some are illiterate, lowering the effectiveness of the mass media as a tool to reach out to people.

If the MCYS had put in substantial efforts to reach out to people, perhaps Yu-Foo is correct in saying that Singaporeans have an issue with dignity and seeking help. Right now, I don’t think her assessment is correct and she should direct her ministry towards greater publicity efforts.