CNB spotlights the stories drugs leave unfinished

Ahead of Singapore’s third Drug Victims Remembrance Day on 15 May, Central Narcotics Bureau (CNB) and Ogilvy Singapore have launched “Stories, unfinished”, an integrated public education campaign spotlighting the often-overlooked victims of drug abuse.

The campaign aims to shift the conversation around drug abuse from the individual to the wider circle of families, friends and loved ones affected by it.

At the heart of the campaign is a short film titled “Stories, unfinished”, which follows the fictional story of Ryan before and after drug abuse. The film traces how his choices fracture relationships, alter futures and leave meaningful moments unresolved.

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The story is further expanded through three teaser films told from the perspectives of Ryan’s best friend, girlfriend and mother, offering a closer look at the emotional ripple effects of drug abuse.

Extending the campaign beyond the screen is “The library of stories, unfinished”, an immersive public exhibition held at Suntec City from 15 to 17 May.

The exhibition features three immersive room sets, a stadium, café and dining room, inspired by scenes from the campaign film. Actors will portray the characters within each space, allowing visitors to interact with them, ask questions and hear their experiences firsthand.

According to CNB, the campaign combines narrative storytelling, spatial design and public participation to create a more empathetic and memorable anti-drug education experience.

Beyond the immersive installations, the exhibition will also feature “Real people, real stories”, which showcases real-life accounts, alongside “The reference collection”, which presents research-based information on drug harm. A children’s section will also be included to offer family-friendly learning experiences around the impact of drugs on both individuals and society.

Other sections of the exhibition explore the broader societal consequences of drug abuse. “The periodicals collection: The collateral damage of drugs” examines the violence and devastation linked to addiction, while “Weighing the deals” explores the motivations of former drug dealers.

Meanwhile, “Addicted: A dark world of illicit drugs” highlights the hidden harms faced by communities affected by youth drug addiction. Visitors can also explore the “ASEAN collection: United against drugs”, which showcases prevention, enforcement and rehabilitation efforts across ASEAN member states.

The exhibition is free to the public and will run at Suntec City Atrium from 15 to 17 May. Pop-up installations will later travel across various heartland locations from 23 May to 27 June.

“It is our endeavour to present the gravity of the drug issue truthfully, from the effects of abuse on an individual to how loved ones and the wider community are affected. Our selection of content for the pop-up library, from biographies to news articles, is curated to help visitors understand this," said Audrey Ang, director of communications at CNB. 

She added, "The campaign narrative itself explores the complex emotions victims of drug abuse may experience, and presents these through participatory interaction with live performers on set. Through ‘Stories, unfinished’, we hope to help Singaporeans reflect on the profound impact that drug abuse has and on our role as conscious members of society too."

For Ogilvy, the creative opportunity was to move the conversation from passive awareness to emotional participation. Troy Lim, group creative director, Ogilvy Singapore, said, "Public education messages are often communicated through facts, warnings or enforcement. They can sometimes be heard but not deeply felt.

"With 'Stories, unfinished', we wanted to create an experience that shifts audiences from passive awareness to emotional understanding by showing not just what drug abuse does to a person, but what it leaves unresolved for everyone around them, By unfolding the story across film, social perspectives and physical space, we hope to make that ripple effect more immediate, human and lasting," he added. 

The latest campaign builds on CNB’s continued use of immersive storytelling to drive anti-drug education efforts. Last year, the organisation partnered with Edelman Singapore on an integrated campaign centred around “Museum of us”, a story-driven exhibition.

The campaign aimed to encourage empathy and reflection on the wider impact of drug abuse through real-life stories of pain, love and recovery. Supporting the exhibition was a suite of short films developed in collaboration with The Hummingbird Co. The films featured a character named Jon and followed his friends, parents and sibling as they face the consequences of his drug use. 

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