ICA On The Line

‘On The Line’ hits staggering 12 million views in 4 weeks, inspiring career consideration

The Immigration & Checkpoints Authority (ICA) engaged Mediacorp to produce On The Line – a gripping micro-drama series that shines a light on the dedication, challenges, and impact of ICA officers. Launched on 27 June 2025, the recruitment campaign successfully sparked public interest and inspired career consideration through compelling storytelling. 

Campaign Objectives
• Drive ICA career consideration among students, fresh graduates, and mid-career professionals seeking government careers. 
• Highlight ICA’s fulfilling and impactful career paths within a supportive and engaging work environment.

Content and Amplification
• Micro-drama series (10 x 2-minute episodes) blending human stories with high-stakes realities of ICA work 
• Premiered on Mediacorp’s TikTok and YouTube to engage younger audiences 
• Robust marketing push on Mediacorp Digital Network and Socials. 

Ready to inspire action for your brand through micro-drama storytelling and strategic amplification? Contact your Mediacorp Account Manager to get started.  
 

Watch 'On The Line' micro-drama: