SPH Media launches campaign to engage young readers

[SINGAPORE] SPH Media is launching a campaign to encourage younger readers to engage with the news.

The Know What They Know campaign, which will run between Dec 26, 2025, and Feb 16, 2026, targets individuals aged 15 to 34.

It will feature five professionals from different sectors who will share how news consumption has shaped their perspectives and decisions.

Those featured include content creator Kong Man Jing, known under the moniker Biogirl MJ; James Cheo, chief investment officer at HSBC Bank; actor Kevin Tan; singer-songwriter Shazza; and Dr M Premikha from National University Health System.

Each of these individuals will represent one publication under SPH Media’s five newsroom brands: The Straits Times, Lianhe Zaobao ,The Business Times, Berita Harian and Tamil Murasu.

The campaign will run across the organisation’s print, outdoor and digital channels, as well as external media channels including bus stops, office buildings and shopping mall screens at ION Orchard and Funan.

SEE ALSO

Guess BT Editors’ Choice Award winners and stand a chance to win S$50 FairPrice vouchers

DECODING ASIA

Navigate Asia in
a new global order

Get the insights delivered to your inbox.

SPH Media said the campaign demonstrates how its journalism supports decision-making across areas such as career, finance, health, and community engagement.