Everyone thinks social media is a young person’s game. Singtel set out to prove otherwise.

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Rooted in Singtel’s belief in empowering the Silver Age to embrace digital life, Ah Ma’s Day One put TikTok’s favourite 72-year-old Ah Ma front and centre as an aspiring content creator. We are here to prove that age isn’t the barrier people think it is. By helping her turn “one day” into Day One, the campaign celebrated the courage to start while inspiring other Silver Age to try something new, with Singtel powering their first step.