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CNB #DrugFreeSG
The Brief
To emphasize the public’s role in the fight against drugs, the Central Narcotics Bureau (CNB) needed a dynamic 360° campaign that would engage youth and create excitement leading up to the annual DrugFreeSG Light-Up event. I led the development of an immersive, pop-up experience that delivered the anti-drug message in a fresh, relatable, and visually captivating way. The campaign’s strategy combined interactive exhibits, creative storytelling, and vibrant design elements to encourage pledges against drug use. This multi-channel approach was amplified through video teasers, livestreams, social media contests, and out-of-home (OOH) placements, ensuring maximum reach and participation.
Concept
“It Starts With Us” was designed to transform traditional anti-drug messaging into an engaging, Instagram-worthy experience that resonated with youth. Disguised as a visually immersive exhibit, the pop-up booth drew in participants with LED signboards, 3D visual effects, optical illusions, and a 3D ribbon sculpture symbolizing pledges against drugs. Pre-publicity videos built anticipation by showcasing a symbolic green glow stick passed between diverse groups, representing Singapore’s collective effort for a drug-free nation. Livestreams provided real-time access to on-ground activities, while social media contests and giveaways kept the buzz alive online. Strategic OOH placements at MRT stations and interactive vending machines further extended the campaign’s reach and impact.
