Singapore – To encourage Singpass users to protect their digital identity and prevent it from falling into the wrong hands, GovTech has released a new campaign through a catchy song number alongside global content company distillery.
The song, titled ‘Be Sure, Be Secure’, combines rap vocals, soulful notes and a big K-pop inspired chorus dedicated to reach a broad audience across different demographics.
Moreover, the messages in the campaign include a series of security tips to protect one’s account – from always checking if text messages sent by Singpass are legitimate, to calling a 24-hour scam reporting hotline if they suspect that their Singpass has been compromised.
Said music video was delivered in partnership with production company Little Red Ants, and will run across various digital channels from late August 2023.
Simon Hearn, managing director at distillery, said, “Data security online is a very real global problem, and the news is flooded with stories on scams on an almost daily basis. For the ‘Be Sure. Be Secure.’ campaign, we knew we needed to find a balance between communicating a serious message and producing a standout creative that would entertain and resonate with viewers.”
He added, “It’s both an individual and collective responsibility to protect our personal data and digital identities, so we really hope this campaign will raise awareness for people to be vigilant when performing digital transactions.”
Meanwhile, Guilet Libby, creative director at distillery, commented, “Singapore is known for its music video campaigns, the challenge lies in setting yourself apart from the other chart-toppers. Our mission for this campaign was clear: to carve a distinctive look and feel that would set us apart from what people are normally used to. Our aim? To fuse a resonant message with a creative concept that seamlessly takes viewers on a musical journey. And the magic ingredient? Ensuring it strikes a chord with people of every generation.”
