DEEPFAKES, WICKED ERRORS AND GREENWASHED LIES
ISSUE 58, 19 NOV 2024
WEIXIONG YEO, MADELINE TAN
Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s
INSPIRATION TO DO
EACH ISSUE COMPRISES
• One thing people in Singapore are talking about
• One thing people in Singapore are searching for
• One thing that’s in the news in Singapore
ONE
THING PEOPLE ARE TALKING ABOUT:
Image Credits: SCMP (Getty Images), Pexels
WHAT PEOPLE ARE TALKING ABOUT:
DEEPFAKE PHOTOS
The Singapore Sports School is investigating an incident involving students who created and shared indecent deepfake images of their female schoolmates. After the incident was revealed by a concerned parent, the school responded by launching a police investigation, lodging a report, and taking disciplinary actions, including caning, suspensions, and banning students from sports trips. Devices of those involved have been confiscated for forensic analysis.
SO WHAT:
This incident serves as a stark reminder that AI, while powerful and full of potential, also comes with serious ethical responsibilities. Just as we've seen public education campaigns against misinformation and scams, the rise of AI-powered manipulation necessitates a similar effort. Embracing AI goes beyond the excitement of innovation—it’s about ensuring that technology serves to uplift rather than harm and exploit.
ONE THING PEOPLE ARE SEARCHING FOR:
WHAT PEOPLE ARE TALKING ABOUT:
As the Wicked movie approaches its release, themed merchandise has hit stores, but a major error in Mattel's doll packaging caused a stir. Instead of linking to the official Wicked movie site, the packaging mistakenly directed consumers to an adult site. The error sparked concern among those who noticed the NSFW link, especially as these dolls are marketed to children. The incident quickly went viral, with photos of the misprint shared widely on social media.
SO WHAT:
When errors like this occur, swift, transparent action is essential to manage public trust and minimise brand damage. Mattel’s immediate response, with a public apology and pledge to correct the issue, demonstrates their willingness to remedy their mistakes. In an era where minor missteps can go viral, companies must be prepared with responsive crisis plans – or, when appropriate, turning crisis into opportunity, as IKEA Singapore cleverly did with their misprinted KLAMBY bags, transforming them into limited-edition products.
ONE THING THAT’S IN THE NEWS:
Image Credits: Freepik, BBC
ONE THING THAT’S IN THE NEWS:
COP29 CEO
Local and global media reported that COP29 CEO Elnur Soltanov, also head of Azerbaijan’s State Oil Company (Socar), was caught in a sting operation discussing fossil fuel deals with a fake Hong Kong energy firm ahead of the UN climate summit in Baku. He had proposed oil and gas investments in Socar and a $600,000 COP29 sponsorship deal, waiving climate requirements. The incident has sparked criticism, with climate leaders calling Soltanov’s actions a “betrayal” of COP’s mission to curb global warming.
SO WHAT:
Brands and organisations are under pressure to jump on the bandwagon of communicating their commitment to sustainabililty. But first, they need to be 100% sure their operations, people and messaging are in order. With consumers, stakeholders and activists watching closely, It's better to not communicate than to communicate and be called out.
