CSA and Ogilvy Singapore urge public to “Stop and Check” before responding to scams

Ogilvy Singapore has once again partnered with the Cyber Security Agency of Singapore (CSA) to launch its sixth national cybersecurity campaign, “Stop and Check.” Rolled out on September 13, 2025, the campaign takes a fresh approach to combating cyber threats by urging people to pause and think before responding to unsolicited messages or calls, helping them avoid falling victim to cybercrime.

In an era where cybercriminals increasingly leverage social engineering and deception to manipulate victims into self-effected transfers – accounting for 78.8% of reported scam cases in Singapore according to the Singapore Police Force (SPF)’s Mid-Year Scam and Cybercrime Brief 2025 – the brief was to address a core human vulnerability: the impulse to react quickly.

“Cybercriminals are skilled at manipulating their victims. They use elaborate social engineering tactics or deception to induce a sense of fear and urgency in victims, driving rushed and emotional decisions,” said Connie Lee, Director, Communications & Engagement Division, CSA, “This campaign focuses on the paramount importance of a ‘cognitive break’, for everyone to pause, and “Stop and Check”. In addition, we need everyone to adopt good cyber hygiene, to help us stay cyber safe.”

The campaign kicked off with a two-day roadshow “Cyber Safe in the City” at Waterway Point on 13 September 2025. The campaign and roadshow were officially launched by Mrs Josephine Teo, Minister for Digital Development and Information and Minister-in-charge of Cybersecurity & Smart Nation Group. Set in the context of a city, the “Cyber Safe in the City” roadshow used familiar everyday settings to educate the public on cyber hygiene through experiential learning. Eight interactive zones reinforced the message of “Stop and Check” while continuing to highlight CSA’s cyber tips to keep everyone safe online.

The star of the campaign– Jaga, the cybersecurity hedgehog, was also unveiled. Created first by GovTech in 2017 to educate public sector officers on cybersecurity, Jaga now takes on an expanded role of a cybersecurity mascot for the community. Re-conceptualised and designed in 3D, Jaga holds a red “Stop” sign and is featured prominently across the campaign’s various touchpoints to remind audiences the importance of taking a cognitive break and to “Stop and Check” while adopting CSA’s three cyber tips.

Jaga is also the key protagonist in the campaign TVC which brings to life how cyber criminals use various tactics to engineer a sense of urgency to force the protagonist to act on impulse, with Jaga intervening to remind the audience to “Stop and Check” to remain cybersafe.

“Bringing the “Stop and Check” campaign to life has been an incredibly rewarding journey, marrying creative vision with a vital public need,” said Troy Lim, Group Creative Director at Ogilvy Singapore. “Our core challenge was to make cybersecurity intuitively actionable, and Jaga’s re-imagination was key. We transformed him from a 2D hedgehog into a fully realized 3D mascot with his own reassuring personality. Every detail was meticulously crafted, creating a friendly and recognizable guide. This, alongside the universally recognized ‘STOP’ symbol, reinforces the critical cognitive pause, empowering everyone to make safer choices. We’re proud to have collaborated with CSA on a campaign we believe will genuinely impact fostering a cyber-safe Singapore.”

Ogilvy partnered experiential agency Motion: For Impact in the execution of the roadshow. Known for their approach to experiential builds that centres on a sensory framework, Motion wove together colour, texture, digital touchpoints, visitor movement and city-specific cues to create an environment that fostered emotional resonance and cognitive engagement. “It was important to us to design a city that was immediately recognisable—not just visually, but experientially,” said Hajar Manaf, Executive Producer at Motion: For Impact. “We crafted a space that was approachable and accessible for all ages, bearing in mind families with young children and elderly folks. By applying a distinctly vibrant colour palette, each zone drew people in, sparked their curiosity and encouraged them to learn by doing.”

The campaign, featuring the newly re-introduced Jaga, will continue to roll out across Singapore throughout 2026 through various physical pop-ups, out-of-home advertising, and digital channels.

Credits
Client: Cyber Security Agency of Singapore (CSA)
Connie Lee, Director, Communications & Engagement Division
Chen Jingxuan, Senior Assistant Director, Communications & Engagement Division
Theresa Lee, Senior Manager, Communications & Engagement Division
Alvin Ho, Assistant Manager, Communications & Engagement Division
Cassandra Neo, Assistant Manager, Communications & Engagement Division
Nur Aqidah Binte Haslan, Assistant Manager, Communications & Engagement Division
Creative & PR Agency: Ogilvy Singapore
Troy Lim, Group Creative Director
Kenny Foong, Creative Director
Shirley Tay, Chief Client Officer
Vivianne Li, Senior Account Manager
Crystal Han, Account Manager,
Kenji Iskandar, Senior Program Manager
Yong Shi Yun, Group Account Director
Frederick Tong, Group Strategy Director
Joanne Hoe, Senior Strategist
Nyko Rodriguez, Director, Ogilvy PR
Cherie Tan, Associate
See Tow Jo Ann, Assistant
Chun Sim, Senior Copywriter
Experience Agency: Motion: For Impact
Hajar Manaf, Executive Producer
Angelin Chua, Lead Producer
Fazly Zainodin, Production Director
Nahlah Alsree, Producer-Designer
Darelene Tan, Assistant Project Manager
Nur Qistina, Events Manager
Eugene Ang, Events Executive
Partner Agencies:
Production House: Heckler Singapore and Nemesis Pictures
Director: Salihin Ramli
Photographer: Vincent Ng
Production Partner: Hogarth WorldWide Singapore
Shafie Muhd, Integrated Producer