Context

Be Internet Awesome is Google's global online-safety programme for schools, but it lacked a local focus for Singapore. Google wanted to showcase its efforts to key opinion formers and local and international media, so they would recognise and endorse the initiative.

Approach

We took the existing hero from the Be Internet Awesome mini-series and retold the story through the eyes of a young Singaporean boy. Armed with his new knowledge as virtual "superpowers", he learns to navigate — and defend himself against — the dangers lurking online.

We also designed the event's holding screen and a countdown video to build anticipation in the lead-up to the launch.

The event

The first Safer with Google event was attended by Guest-of-Honour Mrs Josephine Teo, Minister for Communications and Information and Second Minister for Home Affairs, and Ms Sun Xueling, Minister of State for Home Affairs and for Social and Family Development, alongside industry leaders and partners.