Life on(the)line : how safe are you online ?

Abstract

This paper presents Life On(the)Line, a communications campaign to encourage Internet users in Singapore to better protect themselves online. The campaign is initiated by four final-year students from the Wee Kim Wee School of Communication and Information (WKWSCI), Nanyang Technological University. It aimed to improve cyber hygiene among young adults aged 18 to 35, through both raising their perceived susceptibility to cyber threats, as well as educating them on how to adopt safe cyber practices. This paper encapsulates the primary and secondary research conducted on the state of cybersecurity in Singapore, in order to develop the campaign’s strategy and tactics. Besides studying existing literature, the team conducted focus group discussions and a quantitative survey to gain a deeper understanding of the current knowledge, attitudes and behaviour of young adults towards cybersecurity. Based on research findings, the Life On(the)Line’s strategy and tactics were devised to bring about informational, attitudinal and behavioural changes among its target audience. The campaign was executed through online channels and on-ground engagement with its target audience. Thereafter, an evaluation of the campaign was done through the analysis of a post-campaign survey, output and impact objectives, as well as media coverage and appraisals from relevant stakeholders. Finally, this paper will discuss limitations and recommendations of the campaign, together with its sustainability and the future direction for cybersecurity locally. Original documents including campaign collaterals, photos, correspondence and relevant data, are included in the appendices as references to the main paper.