Singapore – In an ongoing effort to educate the public, the Cyber Security Agency of Singapore, in collaboration with Ogilvy Singapore, has recently unveiled its latest nationwide campaign emphasising the importance of cyber awareness.
Known as “The Unseen Enemy,” this initiative sheds light on the pervasive and often unnoticed nature of these threats, urging the audience to maintain constant vigilance against the dynamic landscape of the said threats and advocating the adoption of the four cybersecurity tips for a more secure online experience.
Now in its fifth edition, the national cybersecurity campaign also brings together the traditional informational style of public education communication. By using a 60-second spot, the campaign employed a suspense thriller genre with no dialogue to spook audiences about the dangers of cyber threats.
It also used visuals that were developed across touchpoints such as platform screen doors, wallscapes, bus stop shelter ads, social and digital platforms, as well as a concept train.
Among the key visuals of the campaign are dedicating each to CSA’s four cyber tips, particularly (1) enabling two-factor authentication and using strong passphrases; (2) being aware of phishing scams; (3) updating software promptly; and (4) adding scamshield and anti-virus apps.
Talking about the campaign, Connie Lee, deputy director at communications and 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,” she added.
Shirley Tay, chief client officer at Ogilvy Singapore, also shared her thoughts, stating, “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.”
Meanwhile, Troy Lim, group creative director at Ogilvy Singapore, said, “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.”
CSA also conducted a two-day roadshow, which was conceptualised and executed by Ogilvy at the end of September at the Suntec City Convention Centre.This event encouraged attendees to join the campaign dubbed “Home In On Cybersecurity,” which featured a hacked home and welcomed guests to learn practically how to implement the four cyber tips to protect themselves from cyber dangers and scams.
The Unseen Enemy campaign is set to run with various mini-roadshows and partnerships until March 2025.
