Edwin Chan, Senior Manager, Strategic Communications, National Youth Council (NYC), Singapore

1) What does public service mean to you? Can you share more about your role in the public sector?

Being part of the public service means being given the privilege to provide meaningful support and value to the citizens of Singapore. 

I’m a Senior Manager in the National Youth Council’s Strategic Communications department.

I oversee the strategy and implementation of our digital communications and engagement across our channels (eDM, Telegram, TikTok, LinkedIn etc.) 
 
The team I work with communicates important resources and opportunities from the Government to our youths - helping them navigate key milestones in their lives. 

2) Tell us about a project you championed. What impact did it have on the community?

One project I'm proud of is Youthopia, NYC's digital content platform. 

I was first a content intern (for youth.sg, an earlier iteration of the platform) in 2020. I then returned to the team as a full-timer in 2022, tasked to review and implement its video strategy. 

I championed the approach of actively listening to young people and staying on top of emerging content trends.

This meant experimenting with new formats and tools, giving the team the freedom to try new things and learn from what didn't work. 

The mission has always been to ensure it wasn't just another government platform pushing information at youth, but a space where content genuinely resonated with them. 
 
Another project is the development of the email marketing strategy.

Through behavioural insights nudges and interest-based personalisation, we send targeted opportunities and resources to our youths.

This ensures that they are informed of government and community initiatives that can help them navigate life milestones. 

The community impact of these projects has been meaningful.

By creating and serving content that speaks authentically to youth, we've been able to connect them to opportunities, programmes, and resources that improve their lives. 

NYC is also positioned as a trusted touchpoint that bridges the gap between initiatives and youths’ everyday lives, making the Government feel more accessible and relevant to them. 

3) As a young professional, how has your unique background or perspective allowed you to identify a solution that others in your organisation might have overlooked?

I was trained in journalism and filmmaking in university.

When I joined the team, I landed fresh perspective on digital content that we were putting out.

We were able to tell authentic human interest stories by asking the right questions, and leverage on trendy video formats (with the help of interns, of course). 

4) What is your personal strategy for maintaining your creative energy when faced with bureaucracy?

Always ask “why cannot?”. 

Often, you will find a good reason why certain things cannot be done – procurement red flags, agency reputation at stake or maybe even stakeholders’ interests.

But when you cannot answer “why cannot”, then maybe it is time to push the creative boundaries! Don’t let legacy decisions hold you back!

5) If you had just one area to invest in to accelerate transformation in the public sector (regulation, technology, talent, etc.), which one would you choose and why?

I would invest in the very people who make up the public sector! 

Well-equipped public servants will be quick to adapt to changes in areas such as technology and regulations. 

6) What is your greatest ambition as you grow in your public service career?

To develop skills beyond my immediate scope of work, so that I can have greater understanding on different areas of public service and also be cross deployable to various projects where possible. 

7) What is a “universal value” that connects everyone in your department – from interns to directors – and how do you use that to drive collaboration?

Recognising that there is no “bad idea”. 

We keep an open mind when it comes to ideation for campaigns and content creation – interns and staff are encouraged to share ideas with one another.

Even if an initial idea is not as refined or sharp, being given the safe space to bounce it off others often helps the team land on something better.  

8) What is the best piece of advice you’ve got for the next generation of public servants?

Serve with heart and with good intent. If you are clear of your mission here in public service, you will be able to do well regardless of the challenges or obstacles. 

9) What is a myth you wish to debunk about young public servants?

That young public servants lack experience!

While it might be true in terms of formal career years, young public servants often bring in perspectives from their own passions, hobbies, side projects and even volunteering experiences.

These value add to conversations and ideation at the workplace.  

10) Write a letter to your future self in 2035. Please keep it within 200 words.

Dear 2035 Edwin, 
 

I hope you are proud of everything you have accomplished in the public service, knowing that the community has been positively impacted by your contributions.

If you are still in the public service, continue upholding its values and mission with the same conviction you started with.

If you have moved on to somewhere else, I hope you carry forward the lessons and experiences you have gained along the way.

Either way, I hope you have left a lasting legacy and a strong foundation for future public servants to build upon.