BBDO Singapore Appointed by IMDA to Extend the Digital for Life Movement in 2023

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.

“Partnering with IMDA is a significant milestone for BBDO. We are both honoured and thrilled to play a pivotal role in Singapore’s journey towards greater digital empowerment and inclusivity,” said Melvin Kuek, CEO of BBDO Singapore.


“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 strategising 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.

BBDO Singapore said that 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 digitally inclusive society is a future that we should all collectively envision and realise.


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