Ice, Special K on campaign menu

Singapore - The National Council Against Drug Abuse (NCADA) has commissioned, on a pro-bono basis, Bates 141 Singapore to develop the creative concept for this year's anti-drugs campaign.

The campaign targets youth who are at risk to drug culture, particularly the use of synthetic drugs, and intends to emphasise the reality of getting arrested for drug-related offences. This year's campaign, ‘Drugs. If you play, you pay', is a street-art based campaign and features in OOH, print, a micro-website, online social media and prominent Singapore-based blogs.

"Engaging the youth these days is not easy and talking down to this audience can often have an adverse effect. With this campaign, we are using a refreshing and unexpected creative technique to ensure that the important message about the consequences of taking drugs will get noticed and be listened to," Peter Skalberg, CEO for Bates 141 Singapore said.

The creative uses scenarios commonly found in advertising superimposed with imagery related to prison and the consequences of drug-related offences. Ogilvy PR and OMD developed the PR and media planning strategy to support the campaign which runs from October 2007 to February 2008.