Singapore’s Smart Nation was designed for everyone with a bold vision to harness digital technologies to improve lives and transform how we live, work, and play.

But as technologies rolled out at speed, a gap emerged. Many Singaporeans felt Smart Nation was something happening to them, not with them. Without ownership, even the smartest initiatives risked losing public trust and participation.

Introducing Tech Smart Together, the social campaign that turned Smart Nation from a government-led programme into a people-led movement. Through playful, social-first experiences and community-driven storytelling, Singaporeans learnt about Smart Nation and found their tribe, their role and their reason to rally behind progress.

First, we helped Singaporeans define their role through the engaging TikTok quiz filter, My Smart Nation Aura.

Finally, we connecting the public through human interest stories, on owned and partnered channels by creating a series of light-hearted content to make different generations understand each other and live in digital harmony, and also put a spotlight on the different Smart Nation apps to connect our livability to Smart Nation’s successes.

The Case Film

We helped citizens see Singapore’s Smart Nation future as their own. the campaign succeeded in shifting mindsets, with people actively engaging with the content, showing curiosity and pride in their role within Smart Nation.

Tech Smart Together reframed the Smart Nation journey from an abstract national initiative into something personal, participatory, and empowering. By giving Singaporeans a digital identity they could relate to, the campaign built collective confidence in a shared future. It showed that progress works best when it’s inclusive and when everyone sees themselves in the story of a nation moving forward together.