Singapore kicked off the COVID-19 National Vaccination Programme in early 2021, but half of the population still had concerns about the safety and efficacy, and potential side effects of the vaccines. The culprit? The unending stream of misinformation being spread on the Internet and social messaging apps.
Misinformation is a serious threat to public health, and it is most damaging when it fuels vaccine hesitancy. Such exposure could reduce vaccine uptake, threatening Singapore’s goal of herd immunity. To ensure Singaporeans receive accurate information on the vaccines, and encourage our millennials and Gen Z-ers to get their shot, the Ministry of Communications and Information (MCI) rolled out a nationwide movement.
#IGotMyShotSG addresses misconceptions, debunks misinformation, and provides assurance about the vaccines by featuring well-informed citizenry and everyday Singaporeans. The campaign also leveraged on digital platforms to broaden and deepen the reach amongst our target audience.
COVID Slayer is a TikTok game created for MCI to inspire the TikTok generation to join our #IGotMyShotSG movement
one slash at a time. TikTokers are challenged to an exhilarating game of killing viruses and eliminating fake news.
The goal is simple: climb up the scoreboard as quickly as possible to get the COVID-19 vaccine.
Users have to slash the viruses and fake news for points, while avoiding masks that randomly appear at lightning speed. Gain additional points by gesturing a “V” sign to activate the vaccine. Once activated, the vaccine eliminates
all viruses on screen.
Messages to encourage vaccination together with a
call-to-action are seeded in seamlessly without disrupting
the game experience.
3 sets of simple, yet quirky animated Instagram filters allow users to document their vaccination milestones, and display their commitment to the #IGotMyShotGS movement.
Highly targeted, colourful and thumb-stopping Facebook GIFs address frequently asked questions about COVID-19 vaccines, including its safety and efficacy, and counteract fake news by debunking misinformation with bite-sized content.
OOH and digital communications feature four KOLs — a COVID-19 survivor, personal fitness trainer, an emergency medicine specialist, and immunologist — to debunk misinformation and correct misunderstandings surrounding the vaccines.
All touchpoints lead to the #IGotMyShotSG microsite. The microsite clarifies misinformation while proactively sharing real-time facts about Singapore’s COVID-19 Vaccination Programme, urging Singaporeans to register for the vaccination.
As of August 2021, for every 100 people in Singapore, 67 have received their first dose, and 39 are fully vaccinated, with more than 6M vaccinations and growing.