Central Narcotics Bureau of Singapore — Digital Campaign
I Live For a #DrugfreeSG
When you have something meaningful to live for, you won't be tempted to throw it away for drugs.
So, "What do you live for?".
In this campaign, we engaged the audience to tell us what matters most in their life, from family and friends to their personal dreams for the future. Through the campaign, we motivated the audience to hold tight to these goals, dreams and loved ones by continuing to live a drug-free lifestyle.
Roles
Creative Lead for Conceptualisation, Art Direction & Campaign Execution
Pitching Team: Wilson Foong (Lead), Sa'at (CCD) & Alex (Writer)
Year
2020
Featured the life story of a drug abuser who inspires others.
Meet Azahari, a former drug abuser with drug addictions for 35 years. What motivated him to change?
Engaged netizens with an interactive AR filter & GIF Stickers
We created a platform for netizens living in Singapore to help create a domino effect by spreading the message of #iLiveFor by tagging their friends in their Instagram & Facebook stories.
Featured more stories of people from all walks of life.
The campaign re-iterated "What do you live for" through these inspirational stories and encouraged the netizens to live a drug-free lifestyle. It is not just about people who abused drug, it is also about drug abuse prevention.
Injected learning opportunities through 'Emoji' contest.
These social contents helped to engage the community with possible activities for them to stay free from drugs.
