Singapore – Despite a huge percentage among nations getting their Covid jabs, some countries are still on the journey of counteracting vaccine hesitancy from citizens. Brands and enterprises are leveraging their platforms to spread vaccine education, and joining the move is TikTok, which has announced a collaboration with Gov.sg under the Ministry of Communications and Information (MCI) to bring the national vaccine education campaign, #IGotMyShotSG, encouraging young adult users in the country to get vaccinated.
The partnership is part of the platform’s ‘TikTok for Good’ efforts in support of Singapore’s nationwide vaccination drive, and to provide a safe online space for users to gather trusted information about the nationwide COVID-19 vaccination program.
The #IGotMyShotSG campaign includes Gov.sg’s first-ever ‘Gamified Branded Effect’, a game where users can have fun challenging other users to determine the best ‘COVID SLAYER’. The game also creatively weaved in bite-sized vaccine-related facts to encourage users to get vaccinated. Available on the TikTok trending effects panel, the app users can find a range of effects to inspire their creativity as they share their personal vaccination experiences.
Users can also participate using the hashtag #IGotMyShotSG and view vaccine-related videos from the broader TikTok community on the app’s Discover page. This not only fosters a sense of community through shared COVID-19 vaccination experiences but also addresses users’ questions around COVID-19 vaccines.
Soffy Hariyanti, the director of campaigns and production department at MCI’s Public Communications Division, shared that they have been reaching out to different segments of the population via targeted communications, and TikTok allows them to reach more youths using a platform that is popular with them.
“Through formats that engage and appeal to youths like gamification and live streams on TikTok, we aim to address key concerns that youths may have about COVID-19 vaccinations and dispel myths,” said Hariyanti.
Meanwhile, TikTok SEA’s Head of Public Policy Teresa Tan commented that in support of the country’s nationwide vaccination drive, they are doing their part to provide access to reliable information about the COVID-19 vaccination program.
“Through working with the government, public health organizations, and experts, we are committed to contributing to important public health goals,” said Tan.
In addition, TikTok has worked with public health experts from Singapore’s COVID-19 Vaccination Expert Committee, healthcare professionals, frontliners, and content creators, to launch a seven-part #IGotMyShotSG live series, which will start from 12 July until 22 July 2021. It aims to increase the national vaccination rate so the country can look forward to re-opening safely.
According to TikTok, the finale of the live series will be even more special. Titled, ‘Vaccinate Without Fear’, the live show will be hosted by TikTok creator Fauzi Aziz, and graced by the Minister for Health, Ong Ye Kung. Its panel will feature Professor Vernon Lee, the senior director of Communicable Diseases Division, Quek Shu Hui, a spin instructor and COVID-19 survivor, and Shahrizal Salleh, a chef and TikTok creator.
They will come together to discuss Singapore’s plan to accelerate testing, tracing, and vaccination in the next phase of the fight against COVID-19 and address how everyone can carry on with their lives in this new normal.
TikTok also announced its collaboration with non-profit organization Temasek Foundation. From 30 July 2021, through the organization’s first-ever hashtag challenge on TikTok, #FlexYourVax, users can share their vaccination journeys with specially curated interactive filters that help open up new, unique and meaningful possibilities for storytelling.
