Case Study Analysis: National Steps Challenge Singapore (NSCS)

Introduction

Though Singaporeans are academic-driven, people tend to see no purpose in reading except maybe for newspaper articles that are perceived to be current and relevant as people think newspapers are the easiest medium to get updated on the news. (Hisona, 2015). Not reading widely would be a dire consequence in the future due to the rising need of thinking critically in a knowledge-based economy (Rayhanul, 2015). Singaporean students need to move from rote learning and to being able to utilise their creativity, as it is needed in today’s economies (Straits Times, 2016). Since reading for leisure has benefits for youths, there is a need to promote a reading culture among youths in Singapore. Hence, we will use the lessons learnt from the “National Steps Challenge Singapore” advertising campaign to promote a reading culture in teenagers in Singapore, through our roadshow, short story dispenser and app.

Background Information

The NSCS, which aims to increase Singaporeans’ level of physical activity, was launched by Health Promotion Board (HPB). Participants accumulate points based on the number of steps walked to redeem rewards. The first season of the NSCS proved successful as 80% of participants who were previously sedentary became active after joining (HPB, 2016).

Digitisation

The NSCS utilises technology to promote ‘nudging’. The nudge theory is done through positive reinforcement and indirect suggestions as ways to encourage people to make decisions that are in their broad self-interest (Chu, 2017). The NSCS utilises technology, like digitisation, to enable participants to track their progress daily and constantly, increasing self awareness, responsibility and urgency amongst participants to change their sedentary lifestyle. As the NSCS eliminates the need for guidance of professionals and gyms, thus it is suitable and simple for anyone (HealthHub, 2017). This would result in them integrating both small and large increments of steps to achieve the simple requirement of 10,000 steps as seen from some walking hundreds of kilometers to achieve $30 worth of vouchers (Govinsider, 2017).

Sure-win Incentives

The NSCS makes use of incentives, encouraging people to take more steps. Participants gain Healthpoints with each tier of steps completed. After accumulating a certain number of points, participants can exchange them for up to six tiers of sure-win rewards. This encourages people to be more physically active as people will choose to walk more to attain the prizes. Hence, incentives were used by the program to motivate people into participating. (Public Service Division, 2016)

Top-down approach

The NSCS organised Corporate Challenges to allow companies to start encouraging their sedentary workers to lead healthier lifestyle. As companies would be ranked on their average steps taken daily, they would need to consolidate its workers. Hence, companies had strategies like running clubs, forfeits and events like ‘TNP Big Walk’ (The New Paper, 2017) to keep the challenge more enjoyable (HealthHub, 2017). Overall, the NSCS achieved a wider outreach of participants through the higher-up management encouraging their workers. This is seen from the 260 organisations and 65,000 working adults registered in 2015.