It is meant to coax Singaporeans to think about how they will defend what they hold dear (http://www.iwill.sg/).
In follow-on campaigns, perhaps the tagline could be “Who Will?”.
Rough straw polls have shown an appalling lack of awareness, especially among foreign-talent-turned-new-citizens, towards Singapore’s 42-year-old National Service (NS) system. If new citizens do not know who has to serve NS, it takes no great vision to realize that they will also be clueless about the warfighters who will defend them.
A recent street poll by The Sunday Times showed that only 21 out of 50 people knew who has to serve NS (see question 8 in the article above).
The pathetic score underlines the amount of work needed to educate people in the Lion City about NS. It also goes to show that 42 years after the first Singaporeans enlisted for NS, people in this country do not seem to know, care for, or appreciate the efforts of those who bear arms to defend the city state.
The fallout from such ignorance will hardly be felt during times of peace.
But during the planning before hostilities, enemies of the state can be expected to exploit such ignorance to their advantage. Imagine how Operationally-Ready NSmen might feel if enemy psyops played on ignorance towards NS to shake the resolve of citizen soldiers.
Nobody likes being taken for granted. The notion that Singaporean NSmen serve an indifferent populace should concern defence planners. Numbers alone count for nothing if soldiers feel they will die for nothing or put their lives on the line for a populace that doesn’t care a hoot.
You don’t have to go far to find an example of a battle lost by a numerically superior army. Our forefathers paid a price in blood learning this lesson when Singapore surrendered to the Imperial Japanese Army on 15 Feb 1942.