Can a neck exercise sharpen terror vigilance?

The Ministry of Home Affairs (MHA) has launched a new SGSecure short film that taps into the familiar problem of “tech neck” to drive home a message on terrorism vigilance.

Created in partnership with VML Singapore, the spot, titled “Bye tech neck”, starts out as a light-hearted tutorial fronted by a masseuse demonstrating simple stretches to relieve neck strain from excessive phone use.

The tone then takes a sudden twist, underscoring that the terrorism threat in Singapore “remains high” and that the public has a role to play in staying alert.

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Using the visual of Singaporeans constantly looking down at their screens, the film links everyday behaviour to national security, reminding viewers that vigilance starts with small, conscious actions, such as looking up and being aware of suspicious items or activities in public spaces, and reporting them promptly to the authorities.

“Bye tech neck” is part of SGSecure’s ongoing efforts to strengthen public awareness and community vigilance. The film will roll out in March across MHA and SGSecure’s social media channels, as well as at public transport nodes islandwide, including bus interchanges and MRT stations.

“In our SGSecure social experiments last year, we observed that many people walked past suspicious items without noticing them. Often, people were just glued to their phones," said Matthias Chew, director, SGSecure Programme Office, MHA.

He added, "We hope the humour behind ‘Bye tech neck’ will help everyone to remember to look up from time to time – and if we can do so, we will be a much more vigilant and safer society.”

In tandem, Nimesh Desai, CEO, VML Singapore, said, “With the threat of terrorism remaining high, the need for vigilance is ever present. It is critical that our communications resonate in ways that are relevant and relatable, capturing attention while clearly underscoring the importance of vigilance.”

The new spot follows an earlier SGSecure campaign film launched this month, “Closer than we think”, also created with VML Singapore. The film opens with an explosion in a crowded public space before rewinding to reveal how an ordinary individual became self-radicalised online, underscoring how early intervention from family, friends and colleagues can change the outcome.

“Closer than we think” anchors the new “Play your role” campaign, which builds on the earlier “What’s your role” initiative by shifting from awareness to driving concrete action, and is supported by new visuals and immersive roadshows simulating a terrorist attack scenario in Singapore.

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