Humanity Calls, Transcending SARS

        In 2002, the trauma of the 9/11 attacks had not yet subsided; in March 2003, SARS arrived.

        These bad news stories had a severe impact on the Singaporean economy, especially the retail market.

        In mid-May, after the SARS epidemic in Singapore had been clearly brought under control, people were still apprehensive, not going out, reducing outings, and the market was in a slump.

        Chua Foo Yong took over as president of the television station and faced such a test.

        The sluggish market, of course, affected advertising revenue and even the balance of expenditure.

        When competitors proposed Sell-in-Advance promotion plans to merchants, allowing them to pay after advertising, how did MediaCorp TV fight back? Launch a new round of price cuts or big giveaways?

        MediaCorp TV did not do this. Chua Foo Yong took a different approach and launched the "Baywatch Celebrate Life on the Bay" fundraising campaign with the Singapore Tourism Board and major malls in Marina Bay. Participating shopping centres included Chijmes, Citylink Mall, Marina Square, Millenia Walk, Raffles City, and Suntec City. The event was opened by then Prime Minister Goh Chok Tong.

        On May 16 and 17, MediaCorp artists almost came out in full force, performing at different times and locations (including Marina Square, Millenia Walk, CityLink and  Suntec City). MediaCorp Channel 8 also broadcast live programs from Suntec City and Raffles City. In addition to performances, artists also called for donations to the SARS Courage Fund. These activities helped convey the positive attitude that "as long as you pay attention to hygiene, life can be as usual" and eliminate negative psychology in everyone's mind.

        In a short period of planning, a large number of merchants were mobilized, so that everyone could agree with the concept, actively participate, closely cooperate and jointly develop a new activity model. For the organizers, this was a test and exercise of ability and efficiency.

        During this period, the television station also provided free reports and introductions on the hygiene measures of various merchants. The entire event lasted for 3 weeks and ended on May 31, raising more than $500,000 to support SARS victims. The successful holding of the event directly injected vitality into the market, the retail industry revived, and MediaCorp's advertising revenue also rose sharply.

        Looking back on the whole process, I asked Chua Foo Yong: Was the launch of "Celebrate Life on the Bay" based on rational analysis and judgment? Emotional working relationship? Or the result of complementary stimulation of Eastern and Western thinking?

        Chua Foo Yong replied: This is the call of humanity. If SARS is really a catastrophe for mankind, hiding at home will not escape. Instead of pessimistically hiding at home, it is better to face it positively, prepare well, and live as usual.

Postscript

        Chua Foo Yong of "Sampo Night" in the 1960s was witty and lively.

        News commentator Chua Foo Yong in the 1970s was dignified and elegant.

        In the early days of the Singapore Symphony Orchestra, Zhu Hui conducted Prokofiev's famous musical story "Peter and the Wolf". Chua Foo Yong, who told the story on stage with live music, had an innocent heart.