SGSecure turns back time to show how terror takes root

The Ministry of Home Affairs has launched a new campaign film under the SGSecure movement aimed at reminding Singaporeans that the threat of terrorism can emerge closer to home than expected.

Created in partnership with VML Singapore, the film titled “Closer than we think” opens with a shocking explosion in a crowded public space. The narrative then unfolds in reverse, gradually revealing the circumstances leading up to the attack.

As the story rewinds, the perpetrator is revealed to be an ordinary individual who could easily be a family member, friend, or colleague. The film highlights how self-radicalisation can occur through exposure to extremist ideologies online.

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By tracing the attack backwards, the campaign illustrates how timely intervention from people around a radicalised individual could alter the outcome. It encourages Singaporeans to recognise early warning signs and report suspected radicalised behaviours to authorities so individuals can receive help and support.

“Closer than we think” anchors the new "Play your role" campaign launched by Edwin Tong, Singapore’s second minister for Home Affairs.

The campaign builds on the earlier “What’s your role” initiative, which ran from 2023 to 2025. While the previous campaign focused on raising awareness, "Play your role" aims to encourage Singaporeans to take practical steps to prevent and respond to terrorism threats.

Alongside the film, the campaign will also introduce new visuals and a series of immersive roadshows designed to simulate a terrorist attack scenario in Singapore. The experiences aim to reinforce the importance of preparedness and collective responsibility. The campaign film rolled out across multiple media platforms from 5 March 2026.

“Given that our surveys show many Singaporeans remain unconvinced that a terrorist attack can occur here, the aim of this refreshed campaign is to remind Singaporeans that terrorism remains a question of ‘not if, but when’. At the same time, we also want to show Singaporeans that anyone can take simple and practical actions to keep our community safe and secure," said Matthias Chew, director of SGSecure Programme Office, MHA. 

In tandem, Nimesh Desai, CEO, VML Singapore said, “Terrorism is evolving rapidly, and the way we communicate about it must evolve just as quickly. This campaign challenges stereotypical assumptions about what terrorism looks like and how it can take root in ordinary people. This empowers Singaporeans to stay alert, united and strong in protecting our communities.”

The new initiative builds on earlier SGSecure efforts to engage the public through experiential storytelling. In October last year, the Ministry of Home Affairs and VML Singapore launched their first SGSecure social experiment web series titled “What would you do when terror strikes?”.

Released in July 2025, the three-part series used high-impact simulations to observe how members of the public and local content creators reacted to potential terror situations. The first episode featured eight Singapore-based creators paired into four teams who confronted a simulated armed intruder in a workplace setting, highlighting key response practices such as “Run, hide, tell” and “Press, tie, tell”. Subsequent episodes brought the experiment into public spaces.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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