MDDI uses real stories to show vaping's horrific human cost

The Ministry of Digital Development and Information (MDDI) and TBWA\Singapore, together with the Ministry of Health (MOH), Health Promotion Board (HPB), and Health Sciences Authority (HSA), have launched a new anti-vape campaign that confronts the issue head-on.

Titled “The horrors of vaping are real”, the campaign uses real-life accounts to spotlight the dangers of drug-laced vapes in Singapore, moving away from the lighter, youth-focused narratives of TBWA\Singapore’s previous work with HPB.

The campaign adopts the visual language of movie and TV promotions to pull viewers in, with satirical titles such as "Breaking Dad", "Danger Things", and "Final Destination: ICU". The cinematic setups take a dark turn as the campaign reveals the real-life toll of vaping.

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The main film, styled similar to a suspenseful trailer, features Singaporeans personally affected: Delfard Tay lost his 19-year-old daughter, Dandiar Rosli survived four lung washes, and a teenager, Harichandran, recounts losing a friend at 17.

“Losing my daughter cost me more than I ever imagined. I’m sharing my story so others wouldn’t suffer the same fate,” said Tay.

Speaking on his experience, Rosli said, “After my surgery, I felt like I got hit by a bus. I thought vaping was safer than smoking, but I should not have started in the first place." 

Harichandran said vaping is not just a trend for him, it’s a reminder of personal loss, and he regrets not urging his friend to quit sooner.

The campaign shifts from cinematic visuals to raw, documentary-style footage as the real stories unfold. TBWA\Singapore and MDDI emphasised authenticity and respect, avoiding sensationalism and graphic depictions of vaping or death. Instead, the focus is on the emotional aftermath for those left behind.

Recognising the role of support networks, MDDI has also collaborated with government agencies to create resources for families and peers helping vapers quit. The film is airing on free-to-air channels and is available across Gov.sg social media channels until the end of January 2025.

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

In tandem, Yuanheng Gao, creative director at TBWA\Singapore said, "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." 

The campaign follows HPB’s earlier efforts to highlight the harmful effects of vaping. Its “Don’t let vaping toy with your life” initiative features a 60-second video with three young adults watching a livestream by masked content creator “VapeyGaga”, who unboxes dolls named “addicted brain,” “popcorn lungs,” and “diseased heart,” each symbolising different vaping risks. The video underscores the steep consequences of vaping, including fines of up to SG$2,000, closing with the warning, “Don’t toy with your life.”

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