Jamus Lim, a Workers' Party MP for Sengkang GRC, appeared in a video using a Singlish-speaking persona to introduce a new cooling-paint project.
The initiative aims to combat urban heat by applying specialized paint to surfaces, reflecting a move toward more sustainable urban cooling in Singapore's residential estates.
Lim adopted the alter-ego "Contractor Lim" for the promotion, appearing in a neon vest and using a colloquial approach to engage the public [1]. The video serves as a public awareness campaign for the rollout managed by the Sengkang Town Council [1].
According to reports, the cooling paint is designed to lower temperatures by about two °C [2]. This temperature reduction helps mitigate the urban heat island effect, where built-up areas experience higher temperatures than surrounding rural areas.
The use of a comedic persona marks a departure from traditional political communication in the region. By blending local dialect with public works announcements, Lim said he sought to make the technical aspects of urban planning more accessible to the residents of Sengkang [1].
The project focuses on the application of the paint to exterior surfaces to reflect more sunlight and absorb less heat. This strategy is part of a broader effort to improve the livability of high-density housing during peak heat months [2].
“Jamus Lim adopted the alter-ego "Contractor Lim" for the promotion”
The adoption of a populist, comedic persona by a Member of Parliament suggests a strategic shift in communication to bridge the gap between policymakers and constituents. By framing a technical infrastructure project through a relatable character, the Workers' Party is testing a more informal engagement model to drive public acceptance of climate adaptation measures.
