Campaign: Drug prevention in Singapore
Client: National Council Against Drug Abuse
WPP company: Bates 141, Singapore
The use of synthetic or ‘party’ drugs is a growing problem in Singapore. With extremely harsh punishments for people caught using or trafficking drugs, and serious health implications for users, it is crucial that this is tackled.
Bates 141 worked pro bono to help the National Council Against Drug Abuse target young people who are at risk of falling into the party drugs culture.
The campaign used a street-art style that resonates with young people’s lifestyle and interests. It contrasted aspirational images from advertising with stark images of the reality of getting arrested and going to prison for doing drugs. The ads appeared on posters at bus stops, in newspapers and relevant magazines. They were also featured on an interactive website which included messages from inmates convicted of drug-related offences.