CSA ramps up fight against scams with Jaga the hedgehog

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Cyber Security Agency of Singapore (CSA) has teamed up with Ogilvy Singapore to launch its cybersecurity campaign, “Stop and check”. The campaign aims to tackle cyber threats by encouraging the public to take a cognitive pause before responding to unsolicited messages or calls.

Launched on 13 September 2025, the campaign addresses a key human vulnerability: the impulse to react quickly. According to the Singapore Police Force’s 'Mid-year scam and cybercrime brief 2025', social engineering and deception tactics account for 78.8% of reported scam cases in Singapore.

The campaign kicked off with a two-day “Cyber safe in the city” roadshow at Waterway Point, officially launched by Josephine Teo, minister for digital development and information and minister-in-charge of Cybersecurity & Smart Nation Group. The experiential roadshow recreated familiar city environments with eight interactive zones, educating visitors on CSA’s cyber tips and the “Stop and check” principle.

Don't miss: Meta joins SPF and NCPC to beat scammers at their own game

Central to the campaign is Jaga, the cybersecurity hedgehog, first created by GovTech in 2017. Reimagined in 3D for the campaign, Jaga carries a red “STOP” sign and acts as a friendly guide, appearing across roadshows, digital platforms, out-of-home advertising, and the campaign TVC. In the TVC, Jaga intervenes as cybercriminals attempt to manipulate a protagonist into impulsive decisions, reinforcing the message to pause and think before acting.

"Cybercriminals are skilled at manipulating their victims. They use elaborate social engineering tactics or deception to induce a sense of fear and urgency in victims, driving rushed and emotional decisions,” said Connie Lee, director, communications and engagement division, CSA.

“This campaign focuses on the paramount importance of a ‘cognitive break’, for everyone to pause, and 'Stop and check'. In addition, we need everyone to adopt good cyber hygiene, to help us stay cyber safe," added Lee.

Ogilvy partnered with experiential agency Motion: For Impact to execute the roadshow, crafting a cityscape that was visually and experientially recognizable. “By applying a vibrant color palette and interactive design, we created zones that drew people in, sparked curiosity, and encouraged learning by doing,” said Hajar Manaf, executive producer at Motion: For Impact.

The “Stop and check” campaign will continue to roll out across Singapore through 2026, combining physical pop-ups, out-of-home advertising, and digital channels to promote cybersecurity awareness for all ages.

“Bringing the ‘Stop and Check’ campaign to life has been an incredibly rewarding journey, marrying creative vision with a vital public need,” said Troy Lim, group creative director at Ogilvy Singapore. “Jaga’s transformation from a 2D hedgehog into a 3D mascot with his own reassuring personality, combined with the universally recognized ‘STOP’ symbol, empowers everyone to make safer choices online.”

"Stop and check" follows CSA’s earlier “Unseen enemy” campaign in 2023, which took the form of a suspense thriller film. That spot showed a protagonist who clicked on a malicious link, triggering unseen forces to strip away his documents, money, and even a family photograph.

Apart from the film, key visuals depicting how unseen cyber threats are present in everyday life were also activated across touchpoints such as public transport screen doors, wallscapes, bus stop shelters, social and digital platforms, as well as a concept train.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

share on