The Partnership

IMDA’s annual Digital for Life Festival is Singapore’s flagship public digital literacy event, bringing together government, corporates, and community organisations to make digital skills tangible and accessible. The 2024 festival drew more than 66,000 visitors across three weekends.

As UOB's partner for their My Digital Space cyber wellness programme, we were invited to collaborate on bringing that work to the festival stage. The brief was layered: create a booth that would engage young children and families, incorporate multiple cyber safety concepts, align with UOB's positioning as a trusted financial institution, and integrate contributions from partner organisations Hatch and SpedGrow. The risk was a fragmented experience — five stations with no connecting logic.

Our Approach

Building on our existing partnership, we took the lead on concept and experience design — developing the overall booth narrative, individual activity mechanics, and visitor collateral. The goal was to translate the educational foundations of My Digital Space into something families could experience in ten minutes on a busy festival floor.

The unifying theme we landed on was trust in the digital space. Trust runs through everything the booth needed to address: it's foundational to cybersecurity (who and what can you rely on online?), central to banking (the basis of a bank’s relationship with customers), and increasingly critical to AI literacy (can you trust what you're seeing?). This gave us a single conceptual thread to tie together what could otherwise have felt like disconnected stations.

We designed five interactive stations to bring UOB’s My Digital Space to life, each highlighting a different angle on digital trust and safety:

• Battle of the Strongest Passwords: Build passwords strong enough to survive a simulated brute-force attack

• The Social Orbit: A gallery wall of online scams. Can you spot the red flags in a social media feed?

• Trust Terminal: Three online profiles; visitors decide who they'd trust and why

• Midjourney Magic: Spot the AI-generated images (developed with Hatch, a UOB partner)

• Financial Literacy Station: Money skills for young people (developed with SpedGrow, a UOB partner)

To tie the experience together, we created My Digital Passport — a printed collateral piece that visitors carried through the booth, collecting stamps or completing challenges at each station. It gave families a structure for the visit and something to take home.

Recognition

The booth was visited by President Tharman Shanmugaratnam and Minister Josephine Teo during the festival's showcase weekend at VivoCity — a recognition of the booth's role in supporting Singapore's national digital inclusion agenda.