In the first of the two-part programme which features various national campaigns conducted in Singapore over the last fifty years, SMU Behavioural Sciences Institute Director Professor David Chan discussed why it was necessary for the Singapore government to embark on so many national campaigns. He explained that Singapore was a young nation and had to tackle many basic needs in society. Therefore, there was a lot of social engineering, which was probably necessary, at least in the beginning years of nationhood. In 1973, with the success of the Clean and Green campaign, Singapore was already internationally recognised for being a clean city, and [Special Advisor at the SMU Office of the President] Tan Siok Sun became Singapore’s first overseas anti-litter ambassador who was sent to share our experience with Australia.