Ever since Singapore kicked off the COVID-19 National Vaccination Programme in early 2021, half of the population still have concerns about the safety and efficacy, and potential side effects of the vaccines — due to the unending stream of misinformation that was growing at an alarming rate.
Misinformation is a key reason for vaccine hesitancy.
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 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 both traditional and digital platforms to broaden and deepen the reach amongst various groups of target audiences.
COVID Slayer on TikTok acts as an impetus for Singaporeans, particularly our younger generation, to participate in our #IGotMyShotSG movement, and get vaccinated when it’s offered to them. TikTokers are challenged on an exhilarating game of killing viruses, eliminating fake news, all while protecting the research, and aiming to get the COVID-19 vaccine.
Game mechanics
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 Facebook posts answer frequently asked questions about COVID-19 vaccines including its safety and efficacy, and educate Singaporeans on the safety checks of the vaccines and common side effects. (Colorful, eye grabbing gifs, bite sized information, debunking fake news, short and short, counteracts the fake news by debunking myths in bite sized information)
At the end of the funnel is the #IGotMyShotSG microsite which clarifies misinformation, and proactively shares accurate and timely information about Singapore’s COVID-19 Vaccination Programme, encouraging the up-take of COVID-19 vaccinations. (an opportunity to register. talk about journey, scan the QR code on our KVs land to this microsite.
OOH and digital communications serve to keep Singaporeans safe and informed about the vaccines, enhancing the public trust in our COVID-19 National Vaccination Programme.
Featuring ambassadors, covid 19 survivor, immunologist, doctors, personal fitness trainers.
As of July 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.