Cyber Security Agency - Awareness Campaign 2018

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Creative Strategy – SIMPLIFY THE COMPLICATED

Cybersecurity can be quite daunting for the public. In order to help them adopt good cybersecurity habits easily, we created a campaign that simplified cybersecurity jargon that may be too complex to understand. The treatment of the creative materials was kept minimal and colour-coded to aid habit recall.

Concept – GO SAFE ONLINE WITH 4 CYBER TIPS

The idea uses everyday situations to draw a parallel comparison to why it is important to protect ourselves when we go online. Just as we lock our doors to keep burglars out, or take some precautions against viruses, we should also take active steps to defend ourselves against cybersecurity threats.

To help attract the public's attention towards the importance of adopting the 4 cybersecurity habits, we engaged 2 celebrity ambassadors, Suhaimi Yusof and Jae Liew. They are currently in Channel 5's longest-running local drama, Tanglin, a show that is very much relatable to the mass audiences. As such, Singaporeans are familiar with Jae and Suhaimi, whether they are young or old.

We were commissioned by Cyber Security Agency of Singapore to develop the creative concept. This include production of videos, key visuals, which could be adapted for digital platforms, outdoor media, and other collaterals.

To educate everyone on the 4 cyber tips, we created online videos featuring the celebrities in commonplace scenarios, making it easier for audiences of all ages to relate to. Each video focused on the benefit and importance of only one cyber tip, and the script was kept conversational.