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K Shanmugam

Influencers potentially roped in for campaign against terrorism in SG

Home affairs minister K. Shanmugam (pictured) has expressed the need for the involvement of social media influencers in the Singapore campaign against terrorism, particularly as first responders. The topic was addressed during a recent parliamentary debate and follows commentary shared by Member of Parliament Desmond Choo.

“I fully agree and MHA and MCI are engaging these high profile influencers to reach out to different segments of the community when an attack happens,” Shanmugam said. Marketing has reached out to the Ministry of Home Affairs (MHA) for comment.

The move follows the recent new direction MHA took for its SGSecure campaign, which shifts from its current focus on raising public awareness on the possibility of terror attacks to instead raise preparedness levels among locals towards such events. The change in direction also resulted in a new tagline called “Be Prepared. Our Response Matters.” Previously, the tagline was “Not If, But When. Our Response Matters.”

The campaign has also gained traction on mobile, with around 974,000 mobile devices containing the SGSecure mobile application in the past year. Shanmugam said the campaign has achieved some success so far, however, more work needs to be done as citizens are not mentally tuned to preparedness.

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