A WhatsApp message circulating widely among Singaporean influencers has raised concerns over the People’s Action Party’s (PAP) engagement efforts ahead of the 2025 General Election (GE2025).
The message, titled “To Simonboy & All Young Influencers: A Wake-Up Call,” warns content creators that PAP’s interest in them is not driven by respect for their voices but by a need to control the political narrative.
“The ruling party is suddenly reaching out to influencers—not because they respect your voice, but because they fear losing control of the narrative.”
It alleges that PAP is relying on influencers to soften its image and appear youth-friendly, even as young Singaporeans continue to struggle with rising living costs, job insecurity, and unfair policies.
“But let’s be real: PAP doesn’t care about us. They care about power.”
The viral message follows the PAP’s #RefreshPAP initiative, launched in June 2024, where the party introduced new engagement strategies to connect with younger demographics.
This included the “Friends of the PAP” network, which sought to engage social media influencers, content creators, and business figures in political discussions.
At the event, Prime Minister Lawrence Wong emphasised that the PAP was committed to engaging all Singaporeans.
“Our party seeks to be a party that serves all Singaporeans.”
However, the WhatsApp message paints a different picture, alleging that the PAP is not engaging in real discussions about young people’s struggles but using influencers as a political shield.
“They want to use your credibility. You built your platform through honesty and real talk. They want to borrow that authenticity to appear ‘youth-friendly.’”
PAP’s Collaboration with Influencers Post-#RefreshPAP
Following #RefreshPAP, PAP ministers and Members of Parliament (MPs) have increasingly been featured in social media content, particularly in YouTube vlogs and food content.
For example, in November 2024, YouTuber Ghib Ojisan, a Japanese travel vlogger residing in Singapore, released a video showcasing Boon Lay’s hawker centres and landmarks.
The vlog prominently featured Minister for National Development Desmond Lee, who guided Ghib through the area while discussing government initiatives.
Mr Lee introduced projects such as the Silver Zone transformation for elderly-friendly infrastructure and the ComLink+ programme, which supports low-income families.
In April 2024, Ghib also released a video featuring a “coincidental” meeting with Senior Minister of State for Health Dr Janil Puthucheary in Punggol. The video included an interview where Dr Janil highlighted government plans for the area.
Food blogger Maureen Ow, who runs the popular YouTube channel Ms Tam Chiak, has also featured multiple PAP figures, including Deputy Prime Minister Heng Swee Keat, Minister for Trade and Industry Gan Kim Yong, and other PAP MPs.
Notably, in an episode about food in Sengkang West, she did not feature the incumbent Workers’ Party MPs but instead interviewed Dr Lam Pin Min, the PAP branch chairman.
The WhatsApp message specifically warns influencers that featuring PAP ministers in their content could backfire.
“The moment you align with them, people will see you as a mouthpiece. Your influence isn’t yours anymore—it’s theirs.”
Government Spending on Influencer Engagement Raises Concerns
Scrutiny over the PAP’s influencer engagement has grown, particularly after a March 2024 parliamentary session revealed that the government had spent S$175 million to S$200 million on advertising in 2022, with a significant portion allocated to digital platforms like SGAG and Mothership.
During the session, Workers’ Party MP Gerald Giam questioned whether influencers should be mandated to declare their political partnerships.
In response, Senior Minister of State for Communications and Information Tan Kiat How confirmed that the government does collaborate with influencers, but insisted that transparency measures were in place.
Despite these reassurances, the WhatsApp message urges influencers to reconsider working with PAP, arguing that young Singaporeans are frustrated with the system.
“Young people are angry about the rising cost of living, job insecurity, and unfair policies. Helping PAP clean up their image = betraying the very people who trust you.”
WhatsApp Message Highlights Socioeconomic Concerns
The viral message also criticises broader issues in Singapore, particularly job policies and foreign talent hiring.
“While hardworking Singaporeans grind under the hot sun as taxi drivers, food delivery riders, and cleaners, foreign hires are securing well-paying APO positions with ease—without the struggles locals face.”
It argues that PAP’s outreach is not addressing these concerns and calls on influencers to focus on real conversations instead of helping PAP’s political branding.
“You have talent, influence, and trust. Use it to push real conversations—rising costs, job struggles, and policies that actually affect young Singaporeans.”
With GE2025 approaching, questions remain about whether influencers should play a role in shaping political narratives and if political sponsorships should be more transparently declared.
The post WhatsApp message calls on influencers to reject PAP outreach appeared first on The Online Citizen.
