Rachel Tan Jia Yi

Drug Victims Remembrance Day 2026

Singapore's third Remembrance Day and the first ASEAN-wide observance, anchored on "The Library of Stories, Unfinished", a three-day public exhibition at Suntec City, 15 to 17 May 2026, and closing with the DrugFreeSG Light-Up on 26 June 2026.

Objective

Create emotional resonance for the anti-drug cause among the general public, and among youths in particular.

Approach

• Event-first integrated campaign: film, exhibition, community-led programmes, paid media.
• Kept 10 stakeholder groups aligned, from government agencies to community partners and vendors.
• Onboarded three community organisations to run public programmes, a first for the campaign.
• Directed the microsite, media materials and public-facing lines.
• DrugFreeSG Light-Up: outreach to landmarks and partner premises to light up in support of the cause, bringing in 49 partners, 11 of them new.

Results

Media mentions

Uninfluenced 2026

Year two of the youth campaign: four characters (Wit, Reason, Gut and Empathy) give young people ways to respond when permissive drug talk comes up. In market from July 2026.

Objective

Equip youths to recognise and respond to permissive drug talk: "When permissive drug talk comes up, what you say matters."

Approach

• Permissive lines as 3D thought bubbles, answered by the four Pals, across MRT wall wraps, bus stops, inflatables, screens and school posters.
• Pop-ups at institutes of higher learning: the Pals walk-through, the "Takedown Battle" projection game and a photo booth.
• QR codes lead to an AR web experience.

Results

Media mentions

Uninfluenced 2025

Launch of the three-year youth campaign, February to November 2025, anchored on "The Trip: What Happened in Larspura?", an immersive escape room at Stamford Arts Centre, 28 February to 6 March. Six industry awards, including two Golds.

Objective

Challenge youths' prevailing perceptions towards drugs, creating relevance and resonance for the anti-drug cause through non-conventional messaging.

Approach

• Three escape rooms on peer, social and cultural influence, each ending in a peer-facilitated debrief.
• Out-of-home built on scenario copy ("But is it really?"): bus wrap, MRT platform doors and wall wrap, bus stops, social key visuals.
• Content partnerships with Key Opinion Leaders to drive conversations among youths.

Results

Awards

Media mentions

DrugFreeSG Carnival 2023

Two-day public carnival at Our Tampines Hub, 24 and 25 June 2023, themed "Milestones Make Moments. Choose the path. Be the G.O.A.T.", with a joint performance by Minister of State A/P Muhammad Faishal Ibrahim and community performers, followed by mall pop-ups.

Approach

• Retro-arcade concept: custom game cabinets, a carnival map trail, photo wall and PDE booths with CNB officers.
• Extended with heartland pop-ups, including Junction 8 in August 2023.

Results

CNB Social Channels

Four years running CNB's always-on social presence, August 2021 to October 2025.

Objective

Grow and sustain CNB's presence across social media platforms as part of always-on content.

Approach

• Short-form video and social content.
• Performance reporting to management and leadership.
• Initiated a social media style guide adopted across Comms teams.
• Originated "CNB Explains", a seven-article explainer series written with subject-matter officers, and extended it into social content.

Results