The Cyber Security Agency of Singapore (CSA) has launched the fifth edition of the national cybersecurity campaign, a fully integrated campaign that was conceptualised and executed by Ogilvy Singapore, as part of its continued public education efforts in Singapore.
Titled “The Unseen Enemy” the integrated campaign lifts the veil on the cyber threats and scams, spotlighting the pervasive and often unseen nature of these threats, encouraging audiences to have constant vigilance against the ever-evolving cyber threats and adopt the four cybersecurity tips to remain cybersafe.
The campaign launch film brings the concept to life through a TVC like no other. Eschewing the traditional informational style of public education communication, the 60s spot uses the genre of a suspense thriller with no dialogue to jolt audiences to think carefully about how cyber threats are truly omnipresent and how our actions can lead to dire consequences. Inspired by the insight that crime is no longer confined to physical acts but instead cybercriminals operate invisibly, blindsiding its victims.
The key visuals for the campaign adopt a similar style, depicting everyday situations faced by audiences in Singapore and how unseen cyber threats continue to be present in everyday life whether we are commuting, at work or at home. The key visuals were developed across touchpoints such as platform screen doors, wallscapes, bus stop shelter ads, social and digital platforms as well as a concept train.
Each key visual was dedicated to encouraging the adoption of one of CSA’s four Cyber Tips, namely:
1. Enable Two-Factor Authentication (2FA) and Use Strong Passphrases
2. Beware of Phishing Scams
3. Update Software Promptly
4. Add ScamShield and Anti-Virus (AV) Apps
Aside from raising awareness through mass communications, CSA held a two-day roadshow, also conceptualised and executed by Ogilvy at the end of September at the Suntec City Convention Centre. Inviting audiences to “Home In On Cybersecurity”, illustrating a compromised home and welcoming visitors to learn practically how to adopt the four cyber tips to guard against cyber threats and scams. Launched officially on 30 September by Mrs Josephine Teo, Minister for Communications and Information and Minister-in-charge of Smart Nation and Cybersecurity, visitors learnt how to practice cyber hygiene and adopt the tips through informational booths and games including an AR simulation activity.
Connie Lee, Deputy Director, Communications & Engagement Office, CSA, said: “Our approach to the campaign was to contextualise the pervasiveness of cyber threats and scams for our audiences, nudging them to pay closer attention to how their actions can leave them vulnerable to unseen cybercriminals. We also want to reach out to users through our roadshows and engagement efforts to encourage everyone to develop good cyber hygiene habits in our daily lives to protect what is valuable to us.”
For Ogilvy, this campaign was an opportunity to introduce a more empowering narrative when it came the topic of cyber threats and scams. “We wanted to position the cyber tips as digital self- defence that everyday audiences can adopt to protect themselves against cyber threats and scams. Creatively we wanted to do so in a manner that would leave a lasting impression in the minds of audiences, exposing how vulnerable we all are to cybercriminals,” said Shirley Tay, Chief Client Officer, Ogilvy Singapore.
“Threats that are unseen are always more insidious than those that are conspicuous, bringing the feeling of unease and paranoia of an unseen enemy is how we will motivate potential victims to take the necessary precautions to protect themselves and those they care about,” said Troy Lim, Group Creative Director, Ogilvy Singapore.
The Unseen Enemy campaign will continue through till March 2025 extending to various mini- roadshows and partnerships.
Client: Cyber Security Agency of Singapore (CSA)
Connie Lee, Deputy Director, Communications & Engagement Office
Chen Jingxuan, Assistant Director, Communications & Engagement Office
Theresa Lee, Manager, Communications & Engagement Office
Vera Lim, Assistant Manager, Communications & Engagement Office
Nur Aqidah Binte Haslan, Assistant Manager, Communications & Engagement Office
Tan Yi Shu, Senior Manager, Communications & Engagement Office
Creative & PR Agency: Ogilvy Singapore
Troy Lim, Group Creative Director
Shanghao Chen, Associate Creative Director
Ria Ocampo, Associate Creative Director
Zac Tan, Senior Art Director
Joseph Lim, Copywriter
Shirley Tay, Chief Client Officer
Park Ji Min, Account Manager
Stacy Tan, Associate
Yong Shi Yun, Group Account Director
Frederick Tong, Group Strategy Director
Glenn Koh, Director & Culture Lead, Ogilvy PR
Valerie Ong, Account Director, Ogilvy PR
Timothy Tham, Senior Associate, Ogilvy PR
Event agency: LTY Experiential
Production House: Small Shop
Production Partner: Hogarth WorldWide Singapore
CarolineFrances, Executive Producer