Signing of agreement between IMDA and Tencent to further digital wellbeing initiatives in Singapore. (PRNewsfoto/Tencent,IMDA)
IMDA and Tencent Launch “Beyond the Screen” Campaign to Promote Healthy Digital Play and Family Digital Wellbeing
The Infocomm Media Development Authority (IMDA) and Tencent today jointly launched “Beyond the Screen: Healthy Digital Play,” a new digital wellbeing campaign aimed at encouraging healthier digital habits by engaging families in meaningful conversations and strengthening real‑world connections through positive gameplay.
The campaign invites families to bridge play and purpose through gaming, highlighting how well‑guided digital play can foster deeper understanding, support balanced routines, and strengthen family relationships at home.
“Digital spaces are already a natural part of how young people learn, play, and connect today,” said Mr Murphy Zhao, Country Manager of Tencent Singapore and Head of Tech Group, Tencent Games. “As a company with deep expertise across digital entertainment and communications, we want to play a constructive role by helping families build meaningful digital habits that extend beyond the screen.”
Advancing Family Digital Wellness with IMDA
As part of the launch, IMDA and Tencent signed an agreement to strengthen collaboration on digital wellbeing initiatives. The agreement was signed by Ms Joanna Lam, Cluster Director for Digital Readiness, IMDA, and Mr Murphy Zhao, and builds on Tencent’s ongoing partnership with IMDA in support of the national Digital for Life (DfL) movement.
Through this collaboration, Tencent will co‑develop educational content with IMDA and organise four community outreach activities, reaching an estimated 4,000 participants. Tencent will also contribute S$25,000 to the DfL Fund, matched dollar‑for‑dollar by the Government to form a total contribution of S$50,000, supporting projects that promote digital inclusion, literacy, and wellness.
“Ensuring digital wellness is increasingly important, particularly for our children who are digital natives,” said Ms Joanna Lam, Cluster Director for Digital Readiness, IMDA. “Tencent has been a DfL partner since 2022, and I thank them for their continued commitment to the DfL cause. We look forward to deepening our collaboration with Tencent to empower parents and youths with practical guidance to build healthy digital habits and navigate the digital world safely together.”
Leading Conversations on Healthy Digital Play
The inaugural Singapore launch event was officiated by Ms Jasmin Lau, Minister of State, Ministry of Digital Development and Information, and brought together families and social service organisations from Singapore, Malaysia, Thailand, Indonesia, and the Philippines. Families participated in gamified quizzes and received educational materials designed to help translate gaming into healthier everyday routines at home.
A parenting talk at the event shared practical guidance on using games as a bridge for family conversations, demonstrating how constructive gaming routines can help develop soft skills such as communication, teamwork, strategic thinking, and persistence.
During the expert insights session, Mr Narasimman S/O Tivasiha Mani, psychotherapist and co‑founder of local youth charity Impart, said,
“Healthy gaming is not built through one-off rules. It grows through rapport, shared understanding, and everyday conversations. Through a collaborative process between educators, families, and the wider community, it becomes easier to set shared expectations and support balanced habits that carry beyond the screen.”
Building a Scalable Digital Wellbeing Framework in Southeast Asia
While digital habits vary across the region, the need to help families build confident and healthy relationships with technology remains universal. “Beyond the Screen” is part of Tencent’s broader commitment to intentional digital play, providing parents, youths, and educators with practical resources to encourage balance, respectful interactions, and open communication at home.
Insights from the Singapore launch will inform the campaign’s rollout across Southeast Asia in 2026, with local adaptations to meet the needs of diverse communities across the region.
About the Digital for Life Movement
The Digital for Life (DfL) national movement, launched on 8 February 2021, brings together the private, public, and people sectors to help Singaporeans embrace digital technology as a lifelong pursuit and enhance lives through digital inclusion, literacy, and wellness. The DfL Fund supports projects and activities aligned with these goals.
Learn more at digitalforlife.gov.sg.
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