MDDI confronts vaping’s dark reality through cinematic misdirection with TBWA\Singapore

Singapore – The Ministry of Digital Development and Information (MDDI), in collaboration with the Ministry of Health, Health Promotion Board, Health Sciences Authority, and TBWA\Singapore, has launched a hard-hitting anti-vape campaign titled “The Horrors of Vaping are Real.”

Unlike previous efforts that leaned on relatable youth stories, this campaign ventures into darker, cinematic territory—revealing that the true horror lies not on screen but in real lives lost and scarred by vaping. 

Drawing inspiration from movie culture, the campaign lures viewers with titles such as Breaking Dad, Danger Things, and Final Destination: ICU, before flipping the script to reveal true, devastating stories.

The film features real accounts from Singaporeans whose lives have been irrevocably altered—including Delfard Tay, who lost his 19-year-old daughter; Dandiar Rosli, who endured four lung washes after vaping; and Harichandran, who lost a friend at just 17.

Transitioning from cinematic suspense to raw documentary style, the film strips away illusion to confront the real faces of loss and survival.

“By using the visual language of Hollywood and the concept of misdirection, we wanted to catch our audience off guard and deliver the message that the real horror isn’t on screen, but in our lives if we ignore the risks of vaping,” said Yuanheng Gao, creative director, TBWA\Singapore.

“We are grateful to the individuals and families who bravely shared their stories. Their courage to speak out will help Singaporeans see the devastating effects of vaping and encourage those struggling to seek help,” said Aaron Lye, director of campaigns and production department, MDDI.

The film—part cautionary tale, part cultural mirror—runs on Gov.sg’s social media channels and national TV until January 2026, urging viewers to look beyond the vapour and face the truth.