Anti-drug campaign spotlights casual remarks that downplay drugs abuse

AI generated

SINGAPORE - A new campaign aimed at helping youths recognise and challenge conversations that normalise drug abuse will be rolled out at MRT stations, bus stops and other public spaces.

The installations are part of the second year of Uninfluenced, a three-year public education campaign by the Central Narcotics Bureau (CNB) and advertising agency Ogilvy Singapore.

The organisations said in a joint release on July 16 that the ongoing campaign, which will run till the end of 2026, shifts the focus from the dangers of drugs themselves to the seemingly casual comments, jokes and rationalisations that can make drug use appear less harmful or socially acceptable.

The installations display brightly coloured three-dimensional speech bubbles which carry permissive statements commonly used to downplay drug abuse.

Examples include: “If it’s legal elsewhere, how bad can it be?”, and “If everyone thinks it’s okay, it must be okay.”

By scanning the QR code, the public can unlock an augmented reality feature that lets them virtually burst the speech bubbles while learning why such remarks can be misleading.

The campaign aims to encourage youths aged between 15 and 25 to speak up when they encounter permissive attitudes towards drugs instead of staying silent, and influence others to do the same.

By turning subtle conversations into something visible and interactive, CNB hopes to equip youths with the confidence to recognise risky outcomes and reject them before they take a step.

The public can also take a short quiz where they can identify most with characters that represent gut, wit, reason and empathy.

Each character represents a different way of navigating and responding to permissive drug talk. From this, youths can learn how to effectively speak up against such talk and protect themselves.

The campaign also extends across paid media, on-ground activations in Institutes of Higher Learning (IHLs), content partnerships, social media and digital experiences.

Besides the campaign launch, content will be available on the Uninfluenced website and social channels.

The Government had in 2024 announced that it was taking its anti-drug drive to classrooms, amid reports showing a spike in young drug abusers, including teenagers who started using illicit substances before turning 18.

Figures released on Feb 10 by the CNB showed more young and new abusers were arrested in Singapore in 2025 for drug-related offences, with the youngest being 12 years old.

The number of new drug abusers CNB arrested who were below 20 years old increased from 134 in 2024 to 170 in 2025.

There was also a surge in female drug abusers arrested in 2025, with one in four new abusers arrested was female.

Kaye Chow, CNB’s deputy director for partnership and outreach at DrugFreeSG office said: “The conversations youths encounter can shape how they perceive drugs over time.

“CNB’s Uninfluenced campaign seeks to equip them with the awareness and confidence to think critically about these messages, and to respond constructively when they come across views that may normalise or downplay drug harm.”