IMDA picks creative agency for its Digital for Life Movement

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Singapore's Infocomm Media Development Authority (IMDA) has appointed BBDO Singapore for its Digital for Life (DFL) Movement that was initiated by President Halimah Yacob in February 2021. The appointment is effective for a year, according to Tay Guan Hin, creative chairman at BBDO.

With this partnership, BBDO Singapore will manage the creative responsibilities for comprehensive communications about the movement. This includes enhancing brand awareness, as well as strategising impactful campaigns.

The DFL movement was designed to rally all Singaporeans to embrace digital technology as a means to enrich their everyday lives, IMDA and BBDO said in a release. In 2022, the first-ever DFL Festival made a significant impact by reaching nationwide and successfully engaging 30,000 individuals – kicking off the nation's drive to build a digitally inclusive society.

Don't miss: Google weans Singapore businesses off third-party cookies with IMDA partnership

"Partnering with IMDA is a significant milestone for BBDO," said Melvin Kuek, CEO of BBDO Singapore. "We are both honoured and thrilled to play a pivotal role in Singapore's journey towards greater digital empowerment and inclusivity. Our commitment to delivering creative solutions will amplify the 'Digital for Life' message by bringing its essence to the doorstep of every Singaporean."

The brand campaign which is expected to roll out between September to October, will draw inspiration from everyday Singaporeans' relationship with digital technology, including common concerns regarding online safety and responsible consumption, as well as shared aspirations for using digital platforms to foster connections and build communities. This will be augmented by on-ground initiatives, where the public can look forward to various interactive events and immersive experiences.

As Singapore moves towards getting Singaporeans to embrace digital technology, it is also increasing its efforts to protect the privacy of users and increasing its local business outreach regarding it. Recently, it was revealed that Google will be partnering IMDA to support local businesses in preparing for a privacy-first future by allowing them to test advertising tools without third-party cookies that track the online activities of users, ahead of its 2024 goal to completely phase out these cookies.

Starting in August 2023, Singapore-registered businesses can test Google’s Privacy Sandbox solutions for maintaining the effectiveness of interest-based ads in the absence of third-party cookies and cross-app identifiers.

IMDA is the first APAC regulator to partner Google in support of testing technology from its Privacy Sandbox initiative which will allow Singapore businesses to test the solutions within IMDA’s Privacy-Enhancing Technologies (PET) Sandbox.

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