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Singapore Ministry of Finance partners young social media influencers to promote Budget 2018

Singapore Ministry of Finance partners young social media influencers to promote Budget 2018

Ahead
of the announcement of Budget 2018 scheduled on Feb 19, Singapore Ministry of
Finance (MOF) is partnering social media influencers on Instagram to promote the
upcoming Budget 2018 to younger Singaporeans, according to a Channel
NewsAsia report
.

Acknowledging
that many Singaporeans now obtain information via online platforms and social
media, especially the younger generation, MOF is partnering social media influencers
to create bite-sized information on Budget 2018. Other than raising awareness
of younger Singaporeans towards the national budget, the campaign also aims at boosting
youth participation in the Budget process by encouraging them to attend public
feedback sessions.

This
year, MOF involves over 50 social media influencers through the marketing
agency StarNgage in its social media campaign for Budget 2018. The campaign is
estimated to reach 225,000 users on Instagram, with each involved social medial
influencer having a following of between 2,000 to 30,000 Instagram users
according to a report
by TODAY
.

Instagram
posts with hashtags such as #SGBudget2018 and #MOFSGxStarNgage were found on
the social media site promoting various public feedback sessions prior to the
Budget 2018 as well as calling for public attention to the annual national
budget. According to Straits
Times
, more than 30 of such posts have sprung up on Instagram.

While
the Budget-related information shared on Instagram might not be in-depth
discussions on public finance, the social media campaign illustrates the effort
of Singapore Government to constantly engage its citizens on public policy
matters. Some Instagram influencers were quoted to comment that their
involvement in this campaign helped them to engage younger audience, sparked
their interest in the national budget and led them to learn more about financial
planning for themselves and the country.

According
to the Channel NewsAsia report, a MOF spokesperson was quoted to say that the Instagram
influencers were sponsored to publish Budget-related posts and that they were
paid in line with market rate.

The public
feedback exercise at 9 pre-Budget listening points and the REACH Pre-Budget
2018 microsite are now closed.

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