Singapore – The Central Narcotics Bureau (CNB) has unveiled real stories of drug abuse in its latest campaign with Edelman Singapore. Launched in time for Drug Victims Remembrance Day, the campaign aims to spread awareness of the harmful impact of drug abuse.
Exposing the reality of how drug abuse harms many victims, CNB and Edelman leveraged human-centric storytelling.
At the heart of the campaign was ‘Museum of Us,’ an exhibition that highlighted stories of pain, love and recovery. Curated from real-life victims, the stories also powered social and online content.
The museum ran from May 16 to 18, inviting visitors for an emotive experience.
Alongside the exhibition, the campaign also featured a series of short films about victims’ narratives. It was co-developed with The Hummingbird Co.
While Edelman led the overall campaign, The Merry Men Works spearheaded the production of physical environments. This includes 8 pop-up installations and 34 information displays across Singapore.
Audrey Ang, director of communications at CNB, said, “This campaign was designed not just to raise awareness about the harms of drug abuse, but to reflect the emotional toll it inflicts on families and loved ones. We’ve seen how global narratives are increasingly shaping more permissive attitudes toward drug abuse and wanted to counter that by humanising the issue. Through real stories and emotionally grounded experiences, the campaign aimed to prompt deeper social and emotional understanding of the wider impact of drug abuse.”
“This campaign is a testament to the power of integrated communications. From insight to impact – We’re proud to have led this campaign from pitch to delivery. Combining strategy, creativity, production, and partnerships to deliver a message that connected deeply with audiences. CNB was a bold and collaborative partner in harnessing different creative approaches that invited reflection and empathy, connecting deeply with audiences,” Jonathan Ha, head of digital and integrated solutions at Edelman Singapore, commented.
