SGSecure hijacks feeds with terrifying what-ifs from everyday moments

In a stark reminder that terror can strike when least expected, the Ministry of Home Affairs (MHA) has teamed up with VML Singapore to launch a jarring new social campaign under the SGSecure initiative.

The campaign comprises three short films disguised as everyday social media reels, however, each one takes a chilling turn. In “Family dinner”, an elderly man lovingly peels prawns for his wife at a hawker centre, captured through the lens of their daughter. The moment is tender, until a sudden explosion sends diners scrambling for cover.

The second video, “Fit check”, follows a group of teens posing for photos along a busy street, casually flexing their style. The scene is shattered when a white van ploughs into the crowd, forcing chaos and panic.

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In “A day at school”, three students are seen working on a project in a public space. What begins as a mundane academic moment turns harrowing when a knife attack erupts, sending them fleeing for safety.

Each video closes with the same sobering message, “Terrorism can strike anywhere. Stay alert. Stay united. Stay strong.”

Launched across Instagram, TikTok, and Facebook on 30 May, the campaign poses one haunting question: “Would I have noticed?”

In a statement, MHA said the effort aims to sensitise the public to different forms of terrorism and equip them with the knowledge to respond effectively. It builds on SGSecure’s broader mission of encouraging Singaporeans to stay alert, united, and prepared in the face of evolving threats, even in one of the world’s safest cities.

"Security threats, including terrorism, are real and ever-present. It is vital that we stay alert and know how to respond if we are caught in or witness similar incidents as those depicted in the filmlets. Building our situational awareness and equipping ourselves with emergency preparedness skills empowers us to act decisively when it matters most," said Wilbur Sim, director, SGSecure Programme office, MHA. 

In tandem, Nimesh Desai, CEO of VML Singapore said, “These films are a social experiment in themselves. They mirror the way terror threats can unfold in real life unexpectedly, in spaces we take for granted. By embedding these scenarios within everyday content, we want to remind Singaporeans that vigilance cannot wait for warning signs.”

This isn’t MHA’s first foray into digital storytelling around terrorism. In November last year, it launched a series of interactive TikTok films, also developed with VML, as part of SGSecure’s “What’s your role?” campaign. The choose-your-own-path videos allowed users to explore the consequences of their decisions in crisis scenarios, reinforcing the importance of unity and swift action.

The campaign also cautioned against the dangers of misinformation, which can amplify fear and division. By highlighting both the positive and negative outcomes of everyday choices, the effort aimed to drive home a key message: a safe and harmonious Singapore requires every citizen to play their part.

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