SINGAPORE POLICE FORCE

Misuse of SIM Card Campaign

BACKGROUND & KEY CHALLENGE​

The number of local mobile lines involved in scams and other cybercrimes quadrupled from 2021 to 2023. To deter the misuse of local SIM cards for criminal activities, the Law Enforcement and Other Matters Act was introduced and came into effect on 1 January 2025. We were tasked to inform the public that subscribers who sold or gave away SIM cards registered in their name could now face penalties if found liable.

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STRATEGIC INSIGHT & SOLUTION​

While the population is generally law-abiding, some may unknowingly facilitate SIM card-related crimes by misusing SIM cards registered in their name. To convey the seriousness and potential consequences, we used direct messaging and relatable storytelling. This approach ensured the general public could easily understand the risks and the importance of staying vigilant.

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CHANNELS USED​
Social, digital and out-of-home ads were deployed to reach out to Singaporeans.