Singapore – The Central Narcotics Bureau (CNB) has unveiled its latest anti-drug abuse campaign to combat the youth’s increasing exposure to illegal drugs. The campaign is headlined by an escape room activation.
Amplifying its drug-free advocacy, CNB is employing a more engaging experience for the youth in its three-year public education campaign. The campaign aims to address the vulnerability of the youth to social influences, leading them to drug abuse.
Kicking off the ‘Uninfluenced’ campaign is the launch of an immersive escape room experience that sheds light on influences that lead to drugs, which includes drug commercialisation and marketing as factors.
Through the activation, CNB seeks to spark critical thinking and resilience among the youth amidst influences.
In a recent study, CNB found that 62% of the youth feel they may be influenced to try drugs at parties, with 2 in 3 citing its normalisation in pop culture as a contributing factor.
The escape room, ‘The Trip: What Happened in Laspura,’ is open at the Stamford Arts Centre until March 6, 2025.
Following the on-ground activation, CNB is set to launch an integrated marketing campaign in March.
CNB’s campaign complements its preventive drug education efforts together with the DrugFreeSG community, advocating for a drug-free country.
“Uninfluenced” is designed to spark reflection in order 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,” Audrey Ang, director of communications at CNB, said.
“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,” Ang added.
