Education Campaign Achieves Promising Results
A public education campaign launched during the 2022 lunar seventh month successfully reframed joss paper burning from a religious obligation to a cultural tradition. The initiative led to a 13% decrease in related complaints, according to the Municipal Services Office (MSO).
INCREASING DISSATISFACTION AND NEW APPROACH
Feedback on indiscriminate joss paper burning rose steadily from 2015 to 2020, as residents voiced concerns over smoke, ash, and cleanliness in housing estates. Recognising the growing dissatisfaction, government agencies shifted their messaging.
By consulting cultural experts, religious leaders, and industry stakeholders, authorities redefined joss paper burning as a cultural practice. This reframing aligned with priorities like environmental protection and neighbourly consideration, ensuring the practice evolves to meet modern societal needs.
THE ALLIANCE FOR ACTION (AfA)
The Alliance for Action (AfA) on Norms for Joss Paper Burning, established in July 2022, spearheaded the campaign. The organisation brought together religious leaders, community influencers, and government representatives to create consensus within the Chinese community.
Key campaign messages included:
Practising environmental and neighbourly kindness during joss paper burning;
Burning small quantities for efficient combustion;
Avoiding tossing or scattering joss paper; and
Cleaning up offerings after prayers.
POSITIVE IMPACT IN 2022
The campaign utilised social media, digital panels, posters, and traditional media to disseminate its messages. As a result, feedback on joss paper burning during the 2022 lunar seventh month dropped from 3,441 in 2021 to 2,999, comparable to 2015 levels.
Grassroots advisers and town councils also noted fewer in-person complaints. Senior Minister of State Sim Ann highlighted this outcome as “very encouraging,” surpassing initial estimates of a three-to-five-year adaptation period.
FUTURE INITIATIVES
AfA plans to extend the campaign into the Lunar New Year in 2023, addressing other cultural practices such as Bai Ti Gong celebrations. Efforts will focus on discouraging burning joss paper in high-density areas like HDB common corridors, ensuring continued progress towards balancing tradition with modern societal expectations.
