CNB's immersive activation challenges youth to resist drug influence

Central Narcotics Bureau (CNB), in collaboration with Ogilvy Singapore, has launched a new campaign titled "Uninfluenced," targeting the issue of rising drug permissiveness among Singaporean youths.

The three-year public education effort is designed empower youths to remain uninfluenced when it comes to drugs as they face challenges on multiple fronts including misleading information from pro-drug narratives. Central to the campaign is a week-long immersive escape room activation at Stamford Arts Centre.

Titled "The trip: What happened in Larspura", the activation uses the fictional story of Ben and his trip to a mystery destination called Larspura to highlight the different pervasive influences that can negatively impact an individual and lead one to cultivate a more open and permissive attitude towards drugs. 

Don't miss: Have you checked out this multi-sensory and interactive drug exhibit and campaign?

In addition, it places participants in scenarios highlighting the detriments of peer pressure, social influence, and cultural factors contributing to drug acceptance.

Participants engage with the escape rooms via interactive gameplay and interactions with non-player characters. Each session concludes with a debrief led by peer facilitators to aid participants in reflecting on their experiences.

“'Uninfluenced' is designed to spark reflection to engage the new generation of youths navigating a world saturated with misleading information from pro-drug narratives. We believe that this generation of youths has the ability to think critically and this new campaign is a call for them to exercise that cognitive ability to glean information and come to decisions that truly resonate with them and their generation," said Audrey Ang, director of communications, CNB.

"Across the next three years, CNB hopes to empower youths and key stakeholders to become more competent in effective conversations: conversations that have the ability to prevent others from forming an inclination towards drug abuse, and conversations that offer support to those who may be vulnerable to the influence of drugs," added Ang. 

“We came up with an immersive role-playing experience which got young people exploring the inside of a disoriented drug-abuser’s mind, and even the operations of an insidious offshore pharma-company. It was an ambitious endeavor that involved world creation, set-builds, and game-design, eventually brought to life with talented up and coming young actors. And the fact that we had to open extra slots due to being fully-booked out, was truly encouraging,” said Troy Lim, group creative director, Ogilvy Singapore.

Meanwhile, Shirley Tay, chief client officer, Ogilvy Singapore said “We wanted to pivot away from public education communications that told youth what to do. Traditional anti-drug campaigns focused on the negative impact of drugs, we saw a strategic opportunity to instead focus on the influences that can distort your view when it comes to drugs. By doing so, we want youth to discover for themselves the power of negative influence and learn how to navigate these influences to remain drug-free." 

Last year, the Inter-ministry committee on drug prevention for youth took a similar approach for its roving exhibition campaign. The campaign aimed to foster empathy, understanding and support for friends and families of loved ones grappling with drug abuse. Meanwhile, the exhibition aimed to bring across the stark realities faced by individuals and families who have suffered from drug abuse by taking visitors on an immersive and thought-provoking journey.

This ranged from a life-sized mock-up of a home grappling with the effects of drug abuse, to multi-sensory, interactive displays. In addition, visitors will also learn how to protect themselves and their families from drugs.

The roving exhibition also included a sensorial drug panel where visitors can see the physical forms of various substances, including real cannabis exhibits. Visitors can also learn to identify these various substances to better protect themselves and their loved ones.

Related articles:    
Health Promotion Board launches new low-sodium campaign with experimental installation
SG mental health organisations team up to put spotlight on youth suicide
Central Narcotics Bureau uses Alice in Wonderland as inspiration for drug prevention film