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BBDO Singapore selected as creative partner for IMDA’s Digital for Life Movement

SINGAPORE — Creative agency BBDO Singapore has announced its recent appointment by the Infocomm Media Development Authority (IMDA), following the Whole of Government (WOG) mandated tender process.

The Digital for Life (DFL) Movement, initiated under the leadership of President Halimah Yacob in February 2021, is designed to rally all Singaporeans to embrace digital technology as a means to enrich their everyday lives. 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.

This was a monumental step forward in motivating citizens to weave digital technology into their everyday lives. Melvin Kuek, CEO of BBDO Singapore, shared, “Partnering with IMDA is a significant milestone for BBDO. We are both honored and thrilled to play a pivotal role in Singapore’s journey toward 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.”


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

At its core, the DFL Movement aims to educate everyone on digital technology’s profound potential and inspire Singaporeans from all walks of life to play an active role. It will rally the collective efforts of corporations, community groups, the government, and everyday citizens.

The brand campaign will draw inspiration from everyday Singaporeans’ relationship with digital technology, including common concerns regarding online safety and responsible consumption and 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.

The recent engagement of BBDO reinforces the core philosophy of the DFL Movement: Digital technology is a powerful tool designed for all, and a digitally inclusive society is a future that everyone should collectively envision and realize.

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