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NCADA's first anti-drug campaign that wants you to say yes to drugs.

Agency: Dentsu Singapore.

Experience HIGH here.

Youth today are more likely to try drugs as a new experience due to media influence and the softening perception around it. Singapore’s traditional approach of “Say No To Drugs” is no longer effective.

Instead, we decided to let them try drugs. 

Introducing HIGH, Singapore’s first integrated campaign that wants you to say yes to drugs. Through an interactive film, the audience is able to make decisions on behalf of Nick to experience how ‘Every high ends in a low’. Through these choices, we want people to learn that every decision has its consequences. 

The interactive film was first premiered in schools in Singapore. Subsequently, we launched the interactive film on a microsite and created a seamless online and offline experience that connects the audience to it. 

HIGH now lives as an educational material across all schools in Singapore to increase the awareness of drug abuse.

Landing page
Testimonial page
FAQ page
Character quiz page

PART II: Interactive OOH

We created a series of interactive OOH that reveals the two sides of drugs through an Instagram filter. The ads are strategically placed near learning institutions islandwide to educate our target audience and drive traffic to our online film.

PART III: Online Amplifications

A launch premiere was in place, but 2020 happened. So we turned it into an online launch to educate our audience through interactive and engaging social posts during Circuit Breaker.