Alliance for Action (AFA) on Norms for Joss Paper Burning - Update on Lunar New Year Public Education Campaign

May 9, 2024

ALLIANCE FOR ACTION (AFA) ON NORMS FOR

JOSS PAPER BURNING -

UPDATE ON LUNAR NEW YEAR PUBLIC EDUCATION CAMPAIGN

The Alliance for Action (AfA) on Norms for Joss Paper Burning conducted its Lunar New Year Public Education Campaign from 1 to 18 Feb 2024. This marks the AfA’s second public education campaign, since its formation in July 2022.

2              The campaign focused on clarifying misconceptions surrounding joss paper burning and promoted awareness for responsible joss paper burning practices, to better mitigate related dis-amenities. Its key messages were as follows:

Feedback on joss paper burning fell by 25% during Lunar New Year in 2024, an all-time low since 2015

3              Following the conclusion of the public education campaign, the Municipal Services Office (MSO) observed a 25% drop in feedback related to joss paper burning during Lunar New Year 2024, compared to 2023 figures. The volume of feedback received by Town Councils and government agencies fell from 761 cases in 2023[1] to 567 cases in 2024, an all-time low since MSO was set up in 2015.

4              Feedback related to joss paper burning has steadily declined over the course of AfA’s two Lunar New Year campaigns, seeing a 36% decrease in feedback compared to Lunar New Year 2022, which was before the formation of the AfA in July 2022. 

5              The peak period for joss paper burning during Lunar New Year typically occurs on the 8^th and 9^th Day, which coincides with the Jade Emperor’s Birthday, i.e. 拜天公. This year, the volume of feedback received on these two days fell to 181 cases, as compared to 280 cases received in 2023. Please see Chart 1 for more details.

Chart 1: Joss Paper Burning Feedback Received by Town Councils and Government Agencies During the 1^st – 15^th Day of Lunar New Year

AfA’s public education messages widely disseminated on the ground

6              The AfA had shared its key messages via (a) posters and videos displayed at Digital Display Panels (DDPs) of HDB estates; (b) digital posters during the River Hongbao; (c) hardcopy posters displayed at Town Councils’ noticeboards; and (d) radio ads on Capital 95.8FM and Love 97.2FM. Refer to Annex A for the samples. The AfA members also shared the key messages with their own networks, which included religious goods retailers and clan associations, among others. See Annex B for the composition of the AfA.

7              The AfA, supported by MSO, had also organised a public dialogue involving about 120 residents on 1 Feb 2024, before the start of 2024 Lunar New Year. During the dialogue, the panel which comprised AfA members - Venerable Shi You Guang, Master Chung Kwang Tong, and Mr Dong Nong Zheng, and Mr Tan Kian Choon, a volunteer at various Chinese Clan associations, had conveyed the 4 key messages to the dialogue participants, and encouraged them to be considerate towards the environment and their neighbours when burning joss paper. 

8              Mr Kua Soon Khe, Co-lead of the AfA, said: “The AfA’s efforts highlight the importance of observing our customs and traditional practices in a considerate and responsible manner. I would like to credit the positive results to the sustained efforts of the AfA members since its inception, as well as the cooperation from the Chinese community.” 

9              Ms Sim Ann, Senior Minister of State for National Development and Adviser to the AfA, said: “The AfA exemplifies how the Government can collaborate with our community partners to create a better living environment. By tapping into their expertise and strong roots in the Chinese community, the AfA has delivered concrete results in helping the public adopt socially responsible norms and habits when it comes to joss paper burning. This is an excellent example of how we can all come together to co-create solutions to benefit the community.”

10           The AfA on Norms for Joss Paper Burning is a cross-sectoral collaboration involving stakeholders from the community, businesses, and government with the goal of forging a consensus within the Chinese community on desired norms for the traditional custom of joss paper burning. Its next public education campaign will be rolled out during the 7^th Lunar Month this year. For more information on the work of the AfA, please visit www.go.gov.sg/norms-josspaperburning.

Issued by: 
Alliance for Action (AfA) on Norms for Joss Paper Burning

焚烧冥纸规范行动联盟

9 May 2024

Annexes

Annex A:         Public education materials during LNY 2024

Annex B:         Composition of the AfA

ANNEX A

AFA’S PUBLIC EDUCATION MATERIALS DURING LUNAR NEW YEAR 2024

The public education materials are available for download on the AfA’s website at www.go.gov.sg/norms-josspaperburning.

Poster displayed during Lunar New Year 2024

Video displayed during Lunar New Year 2024

ANNEX B

COMPOSITION OF

ALLIANCE FOR ACTION (AFA) ON NORMS FOR JOSS PAPER BURNING