The Infocomm Media Development Authority (IMDA) and Tencent have launched “Beyond the Screen: Healthy Digital Play”, a campaign designed to promote healthy digital habits and strengthen real-world connections through gaming. The initiative, launched on 2 May 2026, is part of Singapore’s Digital for Life movement, focusing on safe and responsible digital engagement for youths, parents, and families.
The collaboration between IMDA and Tencent includes the development of educational content and practical tools to support healthy digital habits. Tencent will organise four community outreach events in Singapore, aiming to reach over 4,000 participants. Additionally, Tencent has pledged S$25,000 to the Digital for Life Fund, which will be matched by the government for a total of S$50,000.
Murphy Zhao, Country Manager of Tencent Singapore, emphasised the importance of digital spaces in young people’s lives, stating, “We want to play a constructive role by helping families build meaningful digital habits that extend beyond the screen.”
The launch event featured hands-on activities and a parenting talk, showcasing how gaming can support communication and teamwork at home. Insights from the Singapore launch will guide the campaign’s expansion across Southeast Asia later in 2026.
Joanna Lam, Cluster Director for Digital Readiness at IMDA, highlighted the significance of digital wellness, especially for children who are digital natives. She expressed gratitude for Tencent’s ongoing commitment to the Digital for Life cause.
The initiative aims to create a scalable digital wellbeing framework for Southeast Asia, equipping families with resources to build balanced digital routines and foster open communication.
