By Malini Nathan

COME March, three locally produced songs will hit the airwaves with positive messages about what Singaporean youth really care about.

The songs will stem from the ideas of more than 100,000 tertiary students and will be available via SMRT's Tunnel TV, MTV Asia and Youth.sg.

Initiated by Youth.sg, Singapore's official youth portal, Feed Me was launched yesterday at The Heeren Mall by Senior Parliamentary Secretary (Community Development, Youth and Sports, and Transport) Teo Ser Luck. The campaign aims to inspire Singaporean youth to express their appetite for life.

He said during the launch that the campaign would send a message out to youth to become better people and contribute to society. 'With the economic difficulties and challenges ahead in 2009, it's a good time for them to express their thoughts and motivations.'

To kick-start the movement, seven ambassadors have been chosen to help out, including award-winning band King Kong Jane, Project Superstar winner Tan Diya and short-film director Boo Junfeng.

The ambassadors will conduct roadshows at three universities, four polytechnics, LaSalle-SIA College of the Arts and Nanyang Academy of Fine Arts starting next week. The students' messages will then be collated and used as inspiration for creating three songs which will also have music videos created under the direction of Mr Boo in February.

'I hope the campaign will inspire and motivate youth in Singapore towards achieving their dreams,' said Mr Boo.

Youth islandwide can also log onto www.feedme.youth.sg to post messages.

This article was first published in The Straits Times on December 31, 2008.