# Population-Boosting Campaigns The Mentos Singapore 'National Night' Encourages Singles to Mingle By Vivian Lau | Published 2012-08-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mentos-singapore-national-night References: [fastcocreate](http://www.fastcocreate.com/1681420/mentos-singapore-wants-you-to-score-on-national-day) & [youtube](http://www.youtube.com/watch?v=8jxU89x78ac&feature=player_embedded) The [Mentos Singapore](https://www.trendhunter.com/trends/mentos-pure-fresh-gum-stand) 'National Night' effort dishes out a rap track with lyrics blatantly encouraging people to get together on August 9th to solve the country's [population crisis](https://www.trendhunter.com/trends/good-start). Singapore's fertility rate plunged to 1.14 in 2010, a record low, and only increasing to 1.20 in 2011. The agency behind Mentos Singapore, BBH Asia-Pacific, hopes the catchy beat will carry its rhetoric forward, with its accompanying video dropping lines like 'It's National Night and I want a baby,' or 'Let's do our civic duty,' 'The kids are in bed, let's not watch fireworks, let's make them instead.' There is clear method to this madness -- Mentos could not afford for the message to be obscured by clever wit or creativity. Desperate times call for desperate measures! ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 48% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Population-boosting Campaigns:** Population-boosting campaigns are using creative and direct messaging to encourage people to procreate and address declining birth rates. - **Innovative Fertility Solutions:** The declining birth rates in certain countries are opening up opportunities for innovative fertility solutions to help couples conceive. - **Government Initiatives for Population Growth:** Governments are implementing initiatives and policies to address population decline and promote population growth. ### Where This Applies - **Advertising and Marketing:** The advertising and marketing industry can explore new strategies and creative messaging campaigns to promote population growth and address declining birth rates. - **Healthcare and Fertility:** The healthcare and fertility industry can develop innovative solutions, treatments, and services to combat declining birth rates and help couples conceive. - **Public Policy and Government:** Government organizations can create and implement policies, incentives, and initiatives to encourage population growth and address declining birth rates. ## Related on Trend Hunter - [Humorous Green-Tea Brand Campaigns](https://www.trendhunter.com/trends/gen-tea.md) - [Sustainable Festival Stands](https://www.trendhunter.com/trends/mentos-pure-fresh-gum-stand.md) - [Fuss-Free Condom Deliveries](https://www.trendhunter.com/trends/durex-condoms1.md) - [Functional Vitamin-Infused Candies](https://www.trendhunter.com/trends/perfetti-van-melle.md) - [Candy-Branded Video Game Partnerships](https://www.trendhunter.com/trends/mentos-fizzookas-rocket.md) - [Canadian Creator-Approved Campaigns](https://www.trendhunter.com/trends/the-hacksmith.md) - [Vegetable-Themed Condoms](https://www.trendhunter.com/trends/the-rise-of-horticulture.md) - [Sharing-Focused Candy Products](https://www.trendhunter.com/trends/mentos-sharing-bags.md) - [Senior Safe Sex Campaigns](https://www.trendhunter.com/trends/fcking-old.md)