CYBER SECURITY AGENCY SINGAPORE
National Cybersecurity Awareness Campaign
BACKGROUND & KEY CHALLENGE
While digitalisation has made life more convenient, it has also exposed individuals and organisations to cybersecurity risks. Although many Singaporeans know these threats, they often fail to take precautions, assuming cybercriminals won’t target them.
STRATEGIC INSIGHT & SOLUTION
To shift perceptions, we simplified cybersecurity through relatable, everyday analogies. Practising cybersecurity is not complex or inconvenient—it’s common sense. With the tagline Better Cyber Safe than Sorry, we created an iconic graphic padlock to anchor the campaign. Key visuals were tailored to engage different age groups—youth, adults, and seniors—ensuring broad and effective outreach.

CHANNELS USED
The campaign ran on TV, Out-of-Home, and digital touchpoints, including web banners, digital videos, social media, content partnerships, as well as on-ground activation.
TV and digital videos for general awareness



Adaptation of key visuals to better engage the target audience (Adult)

(Youth)

(Senior)

Out-of-Home


Content partnerships with social media influencers to engage youths and seniors respectively


On-ground activation ('Cyber Safe in the City’ lunchtime pop-up event to engage PMETs.)


PR (Broadcast, digital, press)

Live-action music video and #BetterCyberSafeSG School Dance Challenge to engage students and their families.


RESULT
The campaign exceeded our targets and resonated strongly with the public. We achieved total awareness at 66%, with 48% of the general public recalling seeing one or more of the key visuals—a significant increase from 20% in the previous campaign. Reach: We achieved a 3+ reach (three or more exposures) of 79% through paid media, up from 49% in the previous campaign.