IMDA
Bringing Digital for Life, to life.
Making digital issues relatable, with familiar stories, a distinctive mascot and ways to join in.
- GoldExcellence in Short-Form & Snackable Video
- SilverContent for Change: Driving Social Good
- Content strategy
- Content production
- Creator and KOL collaboration and management
- Mascot creation
- Campaign collaterals design and production
Page visits on the DfL Portal, pre vs post festival: a spike in traffic with a higher engagement rate, at the highest click-through rate vs 2024.
A fresh take on life behind the screen.
IMDA’s Digital for Life movement helps Singaporeans embrace technology, with no one left behind.
Our challenge? Bring good online habits such as AI safety, online hygiene and smartphone overuse closer to everyday life, especially among seniors and youths.
Familiar stories. Practical takeaways.
Familiarity with technology can make our digital habits easy to overlook. We used recognisable situations to bring those habits into view, through skits, interviews and creator stories. Distinctly tailored, and distinctly hyperlocal.
Creating a lasting impression.
To make DfL easier to recognise, we created Bitty, Digital for Life’s mascot, and brought the character across social content, merchandise and campaign collaterals.
We also brought DfL’s triangular logo to life through a signature hand sign: a peace sign against the cheek that mirrors the logo’s shape. By encouraging visitors to recreate it in photos, we made the brand identity something people could take part in, giving them a simple way to show support for the movement.
Taking the story beyond the screen.
Our social stories invited audiences to explore digital skills in person at the Digital for Life Festival.
Creator appearances and livestreams brought familiar faces into the experience, while collectible Bitty bag charms, blind boxes and stickers gave visitors another reason to join in. Social content built excitement around the merchandise, which visitors could redeem through on-ground activities, connecting online interest with Festival participation.
Platform-native content such as skits and reels made serious topics like AI safety relatable and engaging.
KOLs made DfL content feel human, credible and worth sharing.
Singlish, familiar scenarios and local humour boosted relevance and retention.
Save-worthy tips outperformed entertainment: people share what helps them.
