Ministry of Social and Family Development hunts for social media agency

The Ministry of Social and Family Development (MSF) is on the lookout for a social media agency. The agency will be tasked to provide end-to-end and integrated social media marketing solutions for the Facebook and Instagram channels of National Council on Problem Gambling (NCPG). This includes formulation of social media strategy, content, advertising strategy and campaigns. The length of appointment is for one year, with the option to extend for another year.

The objective of the appointment is to educate Singaporeans on problem gambling, its signs and the importance of help-seeking, as well as the types of social safeguards implemented by NCPG. Additionally, MSF looks to educate youths on the relevance of problem gambling in their lives and its consequences, as well as raise awareness that problem gambling has many ways of manifesting, and many people are vulnerable to it. 

Upon appointment, the agency will have to provide a digital audit within two weeks for both Facebook and Instagram channels. It will also have to provide consultation and advise NCPG based on the audit on how to improve existing social media strategies and if there is any need to make changes to the overall strategy. The agency will be tasked to propose suitable measurement metrics/target KPIs, and provide monthly reviews of the social media channels' performances. When required, the agency will also be responsible for drawing on existing and prospective events and partnerships with community organisations, public organisations, commercial partners, and special interest-groups to engage the target audience via NCPG’s social media platforms. 

For both NCPG's Facebook and Instagram pages, the appointed agency will have to provide a monthly calendar line-up including copies and visuals based on monthly content themes. The content created on the platforms should be centred on: 

  • NCPG’s preventive problem gambling tips or messaging;
  • NCPG’s ongoing media campaigns;
  • Educational pieces which will be provided by NCPG when available;
  • External content sources (e.g., shared links or shared FB posts) which should not exceed 4 posts per month;
  • Greeting posts will need to be created for key celebratory holidays such as Chinese New Year, National Day, and Christmas.

Starting from the second month of appointment, the agency will also have to boost up to six content posts each month with an allocated advertising budget, exceeding SG$800 per month. During the appointment period, the agency will also have to run up to four Facebook and Instagram campaigns.

The agency is required to provide an experienced team of at least three members who are based in Singapore, which has to consist of one day-to-day account director/manager with at least three years of relevant experience managing similarly sized accounts, and have managed at least three relevant accounts, as well as one copywriter and one graphic designer with at least one year of relevant experience.

The pitch for NCPG's social media management services comes shortly after The Straits Times reported that the Ministry of Education (MOE) has plans to educate primary and secondary school students next year about dangers of loot boxes, which is a gambling-like element present in many video games. It also comes at a time where mobile gaming has been on the rise in Southeast Asia.

According to a recent study done by Newszoo, Southeast Asia generated game revenues of US$4.4 billion in 2019, seeing a year-on-year growth of 16%. Mobile is also found to be the most played platform in the region, with 80% of gamers playing mobile games. The report also found that overall, the most popular game genre in Southeast Asia is strategy, with over a third of the urban online population playing it. 

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