Muddy Waters

on Friday, February 23, 2007

The river to Taman Negara (National Park) used to be clear. Today, it is "kopi susu" .

Many urban Malaysians believe that the natural color of Malaysian rivers is, in the local parlance, "kopi susu". That is to say, the water is the color and consistancy of coffee with milk. This is in fact the color of many rivers in Malaysia today. It surprises them when I show photographs of rivers which are clean and clear and find it hard to believe that those were Malaysian rivers. While such rivers still exist today, they are really the minority.

It was not always so. About 50 years ago, almost all the rivers were clean and clear. During that period, massive land clearing for urban development, agriculture and cash crop plantations, (especially in the 1960-1970s) resulted in extensive soil erosion and siltation of rivers. Similarly, uncontrolled or poorly managed logging in many watersheds also contributed to the problem. Regretably, it is only in recent times that more effort has been made to manage river basins more sustainably and reduce the negative impacts of development. The result is a whole generation have forgotten the sight of naturally clean, clear waters in their rivers. It's sad.

Neighbouring Singapore invested a lot of time, money and resources to cleaning up their main river and have succeeded. The river is no longer the color of coffee with milk and fish and river life has returned. Where it once was important in trade and transport, it is now earning its living as a tourist destination. It is a beacon of hope and an example that it is not too late to save rivers if appropriate action is taken with determination.

In Malaysia, the Sepang River was once considered the most polluted river. It received a substantial amount of untreated effluent from unregulated pig and poultry farms. The net result was a river that was so black it looked like a tarred highway in photographs. Then, a disease outbreak occured (Nipah Virus) and the farms were closed down and relocated. The river has had more than ten years to heal and today it is almost back to being naturally clear.


The blackwater Sepang River is almost clear again

I hope that more Malaysians realise what they have lost and are losing and act to help place river rehabilitation and protection onto the national psyche and agenda.

All this talk of muddy waters has brought to mind a very old Christian song by the British composer, Adrian Snell. I haven't heard any song from Adrian for more than 25 years. Recently, a friend imported a CD and tried to introduce me to his music. I recognised Adrian Snell immediately and I was reminded of the following song that meant so much to me in my early Christian walk. Wish I could sing it for you but I hope you will appreciate the words. Our souls too need to be renewed.

Lord Jesus, You are everything that I will ever need,
Despite my sin, you took me in and gave your gift of peace.
On the muddy waters of my soul,
You poured the living stream,
That washed away my sorrow and my pain.
But the stream became a river,
Till the muddy waters cleared
And the beauty of your face was mirrored there.

Singapore Girl in Blue

on Saturday, February 17, 2007

Here's a little insight into my thought processes; What shall I post? --> My last post was "Feeling blue" --> Okay, I'm still not quite out of the blues. --> Need to project a more positive attitude. --> Blue doesn't have to be bad or sad. --> What is blue and positive? --> Blue accentuated photography (like in previous post) can be beautiful. --> What photo series is both blue and beautiful? Something I like. --> Singapore Girl.



"Singapore Girl --- You're a great way to fly". This advertisement campaign started in 1972 at the very inception of Singapore International Airlines or SIA. It has been one of the most successful branding exercises in Asia and after 35 years, one of the longest running advertising campaigns. Wonderfully taken and quality photographs of beautiful girls in kebaya with warm, welcoming smiles against fantastic and sometimes fantastical backgrounds were a regular theme and blue was a prominent colour. It won many fans, who like me, collected their postcards and calenders just to admire the photography. "Singapore Girl" would come to mean more than that though and become an icon of both an airline and a country.

"The Singapore Girl
The personalization of the Singapore Airlines brand is the mixed male and female cabin crew, where especially the flight stewardesses commonly referred to as Singapore Girls have become very well-known. SIA engaged French haute-couture designer Pierre Balmain at the inauguration of the airline in 1972. He designed a special version of the Malay sarong kebaya as the uniform which later became one of the most recognized signatures of the airline. A very designated and visual part of the entire brand experience.

The Singapore Girl strategy turned out to be a very powerful idea and has become a successful brand icon with an almost mythical status and aura around her. The Singapore Girl encapsulates Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. It is a brilliant personification of SIA's commitment to service and quality excellence. The icon has become so strong that Madame Tussaud's Museum in London started to display the Singapore Girl in 1994 as the first commercial figure ever.

Singapore Airlines also runs one of the most comprehensive and rigorous training programs for cabin and flight crew in the industry to make sure the SIA brand experience is fully and consistently delivered.

The social status of the Singapore Girl has also reached near-celebrity in Asia. This has allowed Singapore Airlines to be highly selective in the recruiting process for talent which has added further to the strength of the brand icon and the myth around it. "
(Extracted from allaboutbranding.com)




Last month, SIA announced that it was possibly bringing to an end their 35 year relationship with Batey Ads and invited other ad agencies to submit proposals and make bids for the future. This sparked speculation that the "Singapore Girl" may fade into history.

Critics say that "Singapore Girl" has gone on too long, that it is sexist and dated. The image projected of the "sub-servient Asian woman stereotype" is offensive according to several women's groups.

Supporters, of which there are many, counter by saying that it is actually a celebration of womanhood and represents qualities of warmth and hospitality. They also note the success of the campaign and urge SIA "not to fix what ain't broke". When news of the possible change of ad agency was announced, more than 3000 emails from around the world was sent within two days in support of continuing the "Singapore Girl".


What would be your advice to Singapore Airlines?

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