The Info-communications Media Development Authority (IMDA) has five agencies vying for its ongoing tender, on behalf of the Media Literacy Council. The five agencies are Edelman Singapore, McCann Worldgroup Singapore, Ogilvy Singapore, Techlyon and Animagine, according to Gebiz.
This was to find agencies to conceptualise, plan and implement an integrated national campaign for the “Better Internet Campaigns” 2019 and 2020 that came up earlier in November. The length of an appointment is for a period of 32 months, with an option to renew the period by up to six months. In a tender document seen by Marketing at the time, the appointed contractor will be responsible for ensuring consistent branding across all the campaign assets, such as brochures, social media content and posters, to name a few.
The key objective of the Better Internet Campaign is to raise awareness and generate discussions about safe and responsible online behaviour by stimulating high recall of and high engagement rates for the campaign message. The campaign should take a comprehensive and integrated approach that encompasses storytelling, public education and engagement, and partnerships and collaborations with “like-minded” organisations and individuals.
Apart from campaign developments and executions, the agency will be required to assist IMDA in ongoing media engagement efforts which include development of a public relations strategy. This also includes the requirement to identify, manage and implement social influencers and blogger engagements. Moreover, the contractor will be required to conduct monitoring of local mainstream and online media outlets and submit a monthly media report.
In addition, campaign resources and assets should reinforce campaign messages, and be disseminated via digital and offline touchpoints in a variety of formats or platforms, while customised for mass audiences as well as specific target stakeholder groups.
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