Singapore’s Ministry of Health (MOH) is looking for a creative agency to overhaul its social media strategy, manage content across its platforms and develop a new brand mascot.
The ministry has issued an invitation to tender for creative and social media management services under a 24-month period contract, with an option to extend for a further 12 months.
The appointed agency will be tasked with three key areas: developing a rebranding strategy for MOH’s social media presence, managing and producing social content, and conceptualising a new mascot and its accompanying brand story.
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As part of the social media rebranding work, the agency will be required to conduct an audit of MOH’s existing social presence, assess its content and engagement approach against other government agencies and public healthcare institutions, and identify areas for improvement.
It will also need to develop a social media brand identity and strategy covering content types, visual direction, platform-specific approaches and engagement strategies.
The agency will subsequently be responsible for managing MOH’s social media content on an ongoing basis, including developing rolling three-month content calendars and producing content based on approved plans.
The monthly scope includes up to six carousel posts, such as infographics and profile-driven photo stories, as well as up to 10 video posts of up to 60 seconds each. Video content could include live action, motion graphics, vox-style explainers and trend-led executions.
Beyond production, the agency will be expected to monitor emerging social media trends and recommend content ideas and executions that could help improve MOH’s digital reach and engagement.
The tender also calls for the agency to handle the production requirements behind the content, including sourcing talent, obtaining necessary approvals and clearances, and providing its own crew and equipment where required.
Alongside its social media remit, the appointed agency will also be tasked with creating a new mascot for MOH’s communications, engagement and social media efforts.
Tenderers will need to present at least three distinct mascot concepts before refining the selected direction into a final design suitable for social content, digital communications, marketing collateral and merchandise.
The mascot will also need its own brand story, including a name, background, personality, characteristics and purpose, as well as a clear relationship to MOH’s mission and values.
The agency will then develop a set of mascot brand guidelines covering its visual identity, approved poses and expressions, personality and tone of communication, as well as how it should be used across digital and print applications. Social media applications will also be required, including examples of posts, stickers or reaction graphics and educational content.
MOH’s tender comes as other Singapore government agencies also look to strengthen their social media presence. The Infocomm Media Development Authority (IMDA), for instance, is seeking a creative agency to overhaul its social media strategy and manage content across LinkedIn, Instagram, Facebook and TikTok.
The 18-month contract covers social content strategy, creative development, video production, community engagement and performance optimisation, with the appointed agency tasked with positioning IMDA as an “Architect of Singapore’s digital future” while making its initiatives more accessible and engaging to businesses, students, professionals and the wider public.
The brief also calls for a refresh of IMDA’s existing social media playbook, including channel-specific guidelines, tone of voice, visual identity and community engagement approaches. The agency will be expected to produce 252 original social posts, 65 social videos and other creative assets, while using audience and performance data to refine its content strategy.
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