Singapore – Singapore’s home affairs authorities have launched a new public campaign warning that the threat of terrorism may be far closer to home than many residents assume.
The campaign centres on a short film titled “Closer Than We Think”, released under the national SGSecure movement by the Ministry of Home Affairs with creative partner VML Singapore.
The video opens with an explosion in a crowded public setting before rewinding the sequence of events to reveal the attacker as an ordinary individual—someone who could easily be a colleague, neighbour, or family member.
By reversing the narrative, the film aims to highlight how self-radicalisation can develop quietly, often through exposure to extremist material online, and how early intervention from people close to the individual could prevent an attack.
The initiative forms part of a broader campaign titled “Play Your Role”, launched early March by Edwin Tong, Singapore’s second minister for Home Affairs.
The programme marks the next phase of the government’s public-preparedness messaging, shifting the emphasis from awareness towards concrete action by residents.
The campaign builds on the earlier “What’s Your Role” outreach drive that ran from 2023 to 2025, which focused largely on public education about the risks of terrorism.
Beyond the film, authorities plan to roll out campaign visuals and a series of roadshows across the city-state this year. Some of the events will feature immersive simulations of terrorist incidents designed to familiarise participants with emergency responses and reporting procedures.
“Terrorism is evolving rapidly, and the way we communicate about it must evolve just as quickly,” said Nimesh Desai, chief executive of VML Singapore. The campaign, he added, seeks to challenge assumptions about who might become radicalised and to encourage people to stay alert to warning signs.
Officials say public scepticism remains a hurdle. Surveys conducted under the SGSecure programme suggest many Singaporeans still doubt that an attack could occur in the city-state.
The refreshed campaign aims to counter that perception. “Terrorism remains a question of ‘not if, but when’,” said Matthias Chew, director of the SGSecure Programme Office at the Ministry of Home Affairs.
At the same time, he said, the campaign highlights how individuals can take practical steps—from spotting early warning signs to reporting concerns—to help keep communities safe.
The film began rolling out across digital and media platforms from 5 March.
