gov.sg SMS Sender ID

To enhance the security and authenticity of government communications amid rising impersonation scams, the Singapore Government introduced a unified SMS sender ID, ‘gov.sg’. All SMSes from government agencies, ministries, statutory boards, and services now use this single, secure Sender ID.

This initiative makes it easier for the public to identify authentic government SMSes, and help protect against anyone scammers from posing as government officers or agencies. The gov.sg SMS Sender ID is protected and exclusive to government agencies, ensuring that any message received from gov.sg is authentic.

BLACK was commissioned to brand and execute the campaign in collaboration with Tate Anzur, which led communications, marketing, and PR, and Amok, who handled the production of the campaign videos. The campaign launched both online and offline, with assets and applications spanning social media, newspaper ads, HDB digital screens, and out-of-home (OOH) placements such as bus stop ads and bus wraps.