Cyber crime is a dire threat to everyone, yet many still take it lightly. Splash worked with the Cyber Security Agency of Singapore to create an integrated campaign to help Singaporeans realise the importance of cybersecurity. How? We used everyday analogies to prove that it only makes sense to be cyber safe instead of sorry. The 2-year nationwide campaign ran on broadcast, out-of-home, digital, PR, content partnerships, social and more, thereafter achieving a 200% jump in key message recall.