In today’s digital age, Singaporeans are more connected than ever to a world full of possibilities — and potential risks. Many hesitate to fully embrace digital services due to cybersecurity fears, data privacy concerns, and a general mistrust of government tech. Knowing this user behaviour, our task was clear: to bridge this gap by building confidence in GovTech’s solutions that make everyday life a little easier, and a lot safer.
Technology should be for everyone — accessible, empowering, and safe. Using this as our North Star, we worked with GovTech to create an always-on social media strategy that educates, reassures, and engages. Our approach centred on:
Timeliness:
Content planned around national moments, tech trends, and key occasions.
Humanising the brand:
Behind-the-scenes stories, employee voices, and authentic brand culture.
Relatability:
A warm, clear, and empowering tone that makes simplifies complex topics
This combination guided users on a journey of digital confidence while positioning GovTech as both a protector of digital safety and an enabler of everyday life.
Tech can feel intimidating when there are so many unknowns. So we demystified digital services and cybersecurity measures. Our bite-sized videos, infographics, and explainers broke down how GovTech actively safeguards citizens’ data, and the simple steps that they can take to protect themselves online.
Relatability drives understanding, especially on social media. By transforming complex tech information and updates into stories that are light, engaging, and easy to follow, these edutainment content and trendjacks showed the emotional benefits of GovTech’s innovations and how truly meaningful they are.
Life doesn’t come with a manual, but GovTech’s services help citizens navigate the important milestones. From careers and marriage to parenthood and beyond, our content series highlighted how GovTech’s digital tools support Singaporeans through each stage of life.
This strategy looked at GovTech’s branding holistically, creating content that are tailored for each platform, spoke to different target groups, and opened the door to a digital life that is safer and smarter — forging a stronger bond between citizens and tech through a growing sense of trust in the brand.
