Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Platforms Southeast Asia
No posts found

YouTube, SG’s Ministry of Home Affairs taps local YouTuber Naomi Neo on creating awareness campaign to combat scams

by MARKETECH APAC

-

April 17, 2024

Singapore – YouTube announced at the second iteration of the ‘Creators for Impact’ programme that local YouTuber Naomi Neo has been selected to work with the Ministry of Home Affairs (MHA) on a film intended to raise awareness against scams. 

Neo’s idea of using humour to highlight how vulnerable people are to scams. It was noteworthy for its ability to convey important lessons in an entertaining way. She will collaborate with Minister of State Sun Xueling on this specialised content in order to provide readers with even more insightful advice on how to avoid falling victim to internet scams.

As part of the program’s efforts to increase consumer knowledge on scam prevention, a collection of anti-scam videos created by local YouTube creators were shown at the event, which was attended by Sun Xueling, Minister of State for the Ministries of home affairs and social and family development.

The Creators for Impact programme, which was supported by the Ministry of Communications and Information and launched in July 2023 in partnership with MHA, focuses on solving the critical problem of scams in Singapore. The reported number of scam cases increased by 64.5% to 22,339 cases in the first half of 2023, compared to 13,576 cases during the same period last year, according to the Singapore Police Force’s (SPF) Mid-Year Scams and Cybercrime Brief.

Over the course of two months, Creators for Impact worked with 12 local creative channels in support of the national anti-scam programme, “I Can ACT Against Scams,” to develop videos that were intended to raise public awareness and vigilance against scammers. These films include first-hand narratives from scam victims given via podcasts, analysis of the tactics used by con artists from The Astute Parent, and concrete actions people can take to stay alert and protect their families and themselves against scams.

YouTube and MHA launched an open appeal to the larger local YouTube creator community as part of Creators for Impact. The goal is to get more ideas for videos that can improve Singaporeans’ awareness of online scams and their level of participation with it. 

Speaking about the initiative, Ajay Vidyasagar, managing director for YouTube Southeast Asia and Emerging Market, said, “Impactful content always has a home on YouTube as we strive to help people stay informed about important issues in society. Our creators know best that knowledge is key to combating online scams, and through their strong responses to the program, we continue to be inspired by their creativity and commitment to impart important know-hows in engaging ways. This is testament to the resolve of our local creator community to use their voice for good through storytelling, and we hope more will join this effort to build a more secure digital world for all Singaporeans.”

Meanwhile, Sun Xueling, Minister of State at Ministry of Home Affairs and Ministry of Social and Family Development, said, “Scams continue to be a key concern in Singapore. With progress in technology, scam operations can easily be scaled up via online means. Scammers are also becoming more adept at using technology to cover their tracks. The Government cannot fight scams alone – we need the community to step up and take actionable steps to prevent scams in Singapore. I am heartened to see our content creators stepping up to this important task of engaging different segments of the population to amplify anti-scam messages within their communities. This partnership with Google underscores the Government’s unwavering commitment to combat scams, through cultivating a vigilant and discerning public capable of ACT-ing against scams.”

Related Tags Singapore Youtube Platforms Ministry of Home Affairs online scams Naomi Neo
Share this article

Related Articles

View All
Nielsen expands YouTube Connected TV ads measurement in 11 countries
Technology Global
Nielsen expands YouTube Connected TV ads measurement in 11 countries
February 16, 2024
By Teddy Cambosa
featured image (2)
Technology Global
IAS announces integration of its measurement capabilities on YouTube shorts
December 13, 2023
By Gian Japsay
YouTube, Ministry of Home Affairs Singapore collaborate to reinforce scam awareness and prevention
Marketing Southeast Asia
YouTube, Ministry of Home Affairs Singapore collaborate to reinforce scam awareness and prevention
October 9, 2023
By Brandon Yulolo
Contextual-driven YouTube ads drive 28% more attention: report
Platforms Global
Contextual-driven YouTube ads drive 28% more attention: report
September 13, 2023
By Teddy Cambosa
DoubleVerify enhances media quality authentication for YouTube Shorts, other online formats
Technology Global
DoubleVerify enhances media quality authentication for YouTube Shorts, other online formats
July 31, 2023
By Ivan Gallegos
IAS enhances YouTube capabilities with new ad measurement tools for YouTube Shorts
Technology Global
IAS enhances YouTube capabilities with new ad measurement tools for YouTube Shorts
July 28, 2023
By Ivan Gallegos
No posts found

Featured Articles

View All
MTA2024_Feature-Image
Marketing Featured APAC
Top marketing leaders in APAC join first line up of jury panel for MARKETECH APAC’s Marketing Technology Awards 2024
April 15, 2024
By Aliza Carmona
Adobe-SG-Workshop-Feature-Image-_700-x-400-px__1
Marketing Featured Southeast Asia
MARKETECH APAC teams up with Adobe to bring complimentary workshop on generative AI to Malaysia
April 11, 2024
By Aliza Carmona
MARKETECH APAC’s return of “What’s NEXT” conference in PH a two-day culmination of industry discussions on future of marketing
Marketing Featured Southeast Asia
MARKETECH APAC’s return of “What’s NEXT” conference in PH a two-day culmination of industry discussions on future of marketing
March 22, 2024
By Teddy Cambosa
MARKETECH APAC’s first in-person conference in SG details what’s next for marketing–from AI to customer engagement
Marketing Featured Southeast Asia
MARKETECH APAC’s first in-person conference in SG details what’s next for marketing–from AI to customer engagement
March 11, 2024
By Teddy Cambosa
Ecommerce-Marketing-2024-MY-Hero-Image-_1_
Marketing Featured APAC
MARKETECH APAC empowers businesses on future of online commerce with launch of inaugural ‘E-Commerce Marketing Series’
February 13, 2024
By Aliza Carmona
MARKETECH APAC to celebrate martech success with the debut of ‘Marketing Technology Awards’
Marketing Featured APAC
MARKETECH APAC to celebrate martech success with the debut of ‘Marketing Technology Awards’
January 31, 2024
By Teddy Cambosa
No posts found

Most Recent Articles

Australian Federal Police’s new campaign via Think HQ lifts up curtain on modern policing
Australian Federal Police’s new campaign via Think HQ lifts up curtain on modern policing
June 24, 2025
Teddy Cambosa
No posts found
KFC Vietnam appoints WPP Media as new media agency of record
June 24, 2025
Aliza Carmona
Destination NSW taps CommBank to unlock visitor economy insights
June 23, 2025
Teddy Cambosa
CNB, Edelman Singapore expose emotional realities of drug abuse in latest campaign
June 23, 2025
Fatima Baduria
Snitch, Verve Media target India’s fast-moving urban male in new fashion campaign
June 23, 2025
Aliza Carmona
Shoppable video amongst highest converting advertising formats in SEA: report
June 23, 2025
Fatima Baduria
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin