National Council Against Drug Abuse: Inviting Singapore's youth to get high

Jason Lee

Advisory body, the National Council Against Drug Abuse, tweaked its say-no-to-drugs strategy in Singapore to connect with an audience living in the information age.

Campaign details

Brand: National Council Against Drug AbuseBrand owner: National Council Against Drug AbuseLead agency: Dentsu SingaporeContributing agencies: Vizeum, Black DotMarket: SingaporeIndustries: Charities & voluntary organisationsMedia channels: Cinema, Direct marketing, Events & experiential, Online display, Online video, Outdoor, out-of-home, Social media, Voice, chatbots, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

In a world where drugs are popularised in youth culture, the youth of Singapore are increasingly open to trying them. Their pursuit of novelty, coupled with the belief that...

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