2025 Cyber Security Awareness Campaign Proposal
As an Art Director at GERMS Digital Pte Ltd
Led the conceptualisation, execution, and production of marketing materials for a proposal submission to the Cyber Security Agency of Singapore for their 2025 cyber security awareness campaign — to promote cyber hygiene, spark heightened vigilance, and drive adoption of measures — for the general public.
Art Direction
Graphic Design
Activation
Graphic Design
Activation
With their techniques constantly evolving, scammers pose a threat that calls for vigilance. Knowing the latest methods is important — but the real safeguard is cultivating an always-alert mindset, one strong enough to resist the social engineering and emotional ploys designed to override common sense.
While that may initially come across as a tall order, the revelation that the Singaporean public is no stranger to such a practice birthed the driving force behind our campaign.
‘Eh, sure or not?’ — a familiar colloquial expression; a skeptical reflex arising when faced with a dubious situation; an instinctive response when we second-guess a situation or ourselves.
This cautious mindset Singaporeans carry in their daily lives could be translated to the cognitive break that could help us navigate when faced with a scam.
Capitalising on the recent virality of mascots in marketing, we positioned Jaga — the internal cyber security mascot of sister government body, GovTech — at the forefront of this public-facing campaign.
To ensure familiarity and build an emotional connection with the audience, I applied a consistent colloquial wash across all visuals and messaging.
Five personas were created, each embodying victims of common categories of cyber scams, and paired with the campaign tagline to showcase its effectiveness as the first line of defence.
Finally, I distilled the campaign’s key messaging into a memorable safeguard — the ‘3 Asks’ — and layered in preventative measures to educate the public on government initiatives supporting stronger cyber hygiene.
Social channels would be used to distill our key visual into digestible segments. Content series were devised to bring influencers and KOLs into our narrative.
Carousel posts would serve as a way to communicate scam-specific messaging further down the funnel, while re-emphasising evergreen and preventative measures.
Enhancing our campaign’s colloquial flavour, we brought back beloved satire news sitcom ‘The Noose’ to parody Singaporeans falling victim to scams, blending humor with essential lessons on staying safe online.
A series of pop-up activations around the country would bring the campaign to the people, serving the public in adopting healthy skepticism in real-life situations and changing their attitude towards caution.
Collaborating with popular photo studios to leverage the visceral impact of deep fake technology to educate the younger, tech-savvy audience about its risks and usage in cyber scams.
Using the shock factor of almost being scammed to demonstrate how easily anyone can fall victim to e-commerce scams, educating visitors on the importance of maintaining heightened skepticism while shopping online.
Targeting the terminally online gaming community and younger audience — who tend to be highly complacent about their susceptibility to cyber scams — with an in-store mini-game educating on the importance of cyber security.
Challenging visitors with difficult cyber-related scam questions without access to google, encouraging them to make ‘asking around’ a habit by putting it into practise, calling back on the campaign’s 3 Asks key message.