MHA launches new SGSecure campaign, empowers public to keep SG safe

The Ministry of Home Affairs (MHA) has released its latest SGSecure campaign titled, “What’s your role?”, which aims to educate and empower the public on their personal agency to help keep Singapore safe. 

The campaign features everyday people and demonstrates how by tapping on their current strengths and personalities, individuals can bring people together in both peacetime and crisis, spot fake news and support those at risk of radicalisation, according to a statement by the company. 

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“Despite being one of the safest countries with a well-established system, we recognise that people living in Singapore cannot take anything for granted. Hence, the premise of the campaign – we all have a part to play,” said Nimesh Desai, CEO at Wunderman Thompson Singapore which worked with MHA on the campaign.

The campaign includes a short film which begins a narrator telling a mother that she is good at bringing her children to safety in an emergency and a friendly hawker front of staff who has the power to unite people.

Throughout the film, individuals are pleasantly surprised by their everyday skills that come in a pinch during a crisis when they question the narrator by saying “who me?”, “me ah?” and “I can”.

By portraying the positivity and hopeful spirit of togetherness in emergencies, the film drives home that no act is too small when helping to keep Singapore safe in a crisis as everyone has a role to play.

“We wanted to step away from the usual doom and gloom that instils fear, and inspire Singaporeans to rise up instead, by using their own skills to keep our home safe and secure,” added Gerald Chue, group creative director, Wunderman Thompson Singapore.

To further get Singapore involved in the fight against terrorism, the campaign includes a quiz where individuals answers questions such as their ideal weekend and their favourite snack to get assigned to either a lifesaver, guardian, fact-checker, lookout, true friend and uniter role.

The campaign comes shortly after Tribal Worldwide Singapore tugged at heart strings with an emotive new short film to raise awareness of the importance of planning ahead as it looks to encourage Singaporeans to make their Lasting Powers of Attorney (LPA) and Advance Care Plans (ACP).

The film was part of the campaign by the Office of the Public Guardian (OPG) and Agency for Integrated Care (AIC), with support from the Ministry of Social and Family Development (MSF), Ministry of Health (MOH), GovTech and Public Service Division (PSD).

Directed by local filmmaker Royston Tan, the launch of the film includes a series of key visual extensions across out-of-home, below the line, digital and social assets for additional recall and conversion.

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