Client: Central Narcotics Bureau of Singapore
“Remember Us” was the Drug Victims’ Remembrance Day campaign by the Central Narcotics Bureau of Singapore, developed with Edelman Singapore to address growing acceptance of casual drug use among youth. As drug-taking becomes normalised in pop culture and social media, CNB faced a complex challenge: discouraging use without fear-mongering, while remaining empathetic yet firm within one of the world’s strictest drug control regimes. Through in-depth conversations with former drug users, families, and therapists, the campaign uncovered a critical insight missing from most recovery narratives. Drug abuse is rarely a clean journey to recovery. Instead, it leaves lasting emotional trauma, fractured trust, and unresolved guilt that persist long after physical healing. These consequences are borne not only by users, but by families and loved ones who become the unseen victims of drugs. Anchored by the creative idea “Remember Us,” the campaign reframed drug abuse through its human cost. It launched with a national candle-lighting ceremony led by the Minister for Home Affairs and Law, alongside a film series inspired by real stories. A central experiential activation, the “Museum of Us,” transformed abstract consequences into immersive encounters using personal memorabilia, while inviting young Singaporeans to publicly pledge to live drug-free. Island-wide pop-ups, social content, influencer collaborations, school engagements, and a dedicated microsite extended the narrative nationwide. The campaign reached 81 percent of the population, generated 36.9 million organic video impressions, drove a 218 percent increase in microsite clicks, and resulted in over 180,000 drug-free pledges, proving the power of empathy-led prevention.
