Singapore, 17 April 2026 – In an interview on Channel 8’s Hello Singapore segment, Talk of the Town, Cho Pei Lin, Managing Director of APRW, hared her perspectives on what it takes to create a successful national campaign in today’s evolving media landscape. Joining veteran actor Chen Shu Cheng and Assistant Superintendent of Police Benjamin Cheah, whose viral “SingaInferno” videos gained widespread attention online, the trio discussed how public campaigns can better capture attention and resonate with audiences.
Pei Lin noted that while eye-catching personalities and engaging content can help campaigns gain traction, the true measure of success lies in whether audiences remember the key message. Referring to the popularity of visually appealing campaign videos, she shared that although having a charismatic spokesperson may be a “winning factor”, campaigns ultimately cannot succeed if audiences only remember the personalities and not the intended message.
The discussion also explored how public communications and outreach campaigns have become increasingly grounded and community-centric over the years. Pei Lin observed that campaign approaches today are far more diverse, with short-form videos and collaborations with content creators proving effective across generations. Highlighting how digital habits have become deeply embedded in everyday life, she remarked that even her grandmother in her 90s regularly watches short-form videos online.
Another key point raised during the interview was the importance of adapting communications strategies to changing audience behaviours and media consumption patterns. From social media storytelling to relatable and entertaining content formats, successful campaigns today must strike a balance between creativity, relevance, and clarity of message.
Through the conversation, Pei Lin underscored that impactful national campaigns are ultimately driven by authenticity, strong storytelling, and the ability to connect meaningfully with people from all walks of life.
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About the Author
Cho Pei Lin is the Managing Director of APRW and a pioneer in introducing Litigation and Disputes PR to Singapore. She specialises in strategic communications, public affairs, litigation PR, crisis communications, and government relations, advising government agencies, multinational corporations, and non-profit organisations.