SGSecure tests Singaporeans in high-stakes simulated terror web series

The Ministry of Home Affairs (MHA), in partnership with VML Singapore, has launched its first SGSecure social experiment web series, “What would you do when terror strikes?”, designed to raise awareness of terrorism threats and equip Singaporeans with practical knowledge to respond in emergencies.

Released in July 2025, the three-part series uses bold, high-impact simulations to observe how both the public and local content creators react to potential terror situations.

Singaporeans, living in one of the safest countries in the world, may underestimate the likelihood of a terror attack. To counter this, MHA and VML tested unexpected scenarios designed to capture attention and reinforce SGSecure advisories.

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The first episode features eight well-known local content creators paired into four teams, confronting a simulated armed intruder in a workplace. Capturing their real-time reactions allowed audiences to relate to familiar faces while highlighting key practices such as “Run, hide, tell” and “Press, tie, tell”.

The second episode brings the experiment into a public setting, with a suspicious unattended suitcase simulating a bomb in a high-traffic area to observe how passersby respond.

The series concludes with a car bomb simulation, where a vehicle filled with gas cylinders and wires tests public alertness and willingness to act.

According to VML, since its launch, the campaign has garnered over 1.1 million views across TikTok, Instagram and YouTube, with view-through rates exceeding 46%, signalling strong engagement and resonance with its message.

The web series also revealed important insights into local behaviours and attitudes when confronted with potential terror threats, underscoring the need for vigilance and decisive action, including reporting suspicious items or behaviour without hesitation.

“While Singapore is safe, we cannot afford to take our security for granted. This web series reminds us that vigilance is everyone’s responsibility. Terrorism is a threat that requires a united and alert community to stand strong against it," said Nimesh Desai, chief executive officer, VML Singapore.

In tandem, Matthias Chew, director, SGSecure Programme Office, MHA, said, "Precisely because Singapore is generally a safe country, the threat of terrorism may not be top of mind for many. The social experiments indicate a clear opportunity to strengthen our community’s vigilance and response to potential security threats."

"When we stay vigilant, respond effectively, and stay united in the aftermath, we become a society that is hard to attack and impossible to break," he added. 

The initiative builds on MHA’s broader SGSecure efforts, which highlight how terror can strike in everyday moments. A separate campaign launched on 30 May across Instagram, TikTok and Facebook featured three short films disguised as ordinary social media reels, each taking a chilling turn.

MHA said the effort aims to sensitise the public to different forms of terrorism while equipping Singaporeans with the knowledge to respond effectively, reinforcing SGSecure’s mission of vigilance and preparedness even in one of the world’s safest cities.

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