HIGH
(NATIONAL COUNCIL AGAINST DRUG ABUSE)
With media normalising drug use, youths today are more likely to see drugs as something to try rather than avoid. The old “Say No to Drugs” message no longer cuts through.
So instead, we let them say yes.
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HIGH is Singapore’s first integrated campaign that flips the narrative through an interactive film. By making decisions on behalf of Nick, audiences experience firsthand how every high ends in a low, learning that every choice comes with consequences.
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First launched in schools, HIGH later expanded online through a microsite, creating a seamless on and offline experience. Today, it lives on as educational material across schools in Singapore, raising awareness around drug abuse.
PART I: MICROSITE
PART II: INTERACTIVE OUT-OF-HOME ADS
We launched interactive OOH using an Instagram filter to show the two sides of drugs, placed near learning institutions to drive audiences to the film.
PART III: SOCIAL AMPLIFICATIONS
After HIGH was first premiered at ITE College East, 2020 happened. So we pivoted to an online launch, using interactive social content to educate audiences during Circuit Breaker.
PART IV: EDUCATIONAL PACKAGE
To extend the campaign’s impact, we created an engagement toolkit for local tertiary institutions to raise awareness of drug abuse. It included discussion flashcards and a facilitator guide to support meaningful, structured safe-zone discussions.
Year: 2020
Client: National Council Against Drug Abuse (NCADA)
Agency: Dentsu Singapore
Executive Creative Director: Andy Greenaway
Creative Director: Jatinder Sandhu
Art Director: Joanna Lim
Copywriters: Stefanie Conceicao, Vanessa Han
Project Manager: Dee Dee Law
Senior Vice President: Eric Lee
Account Manager: Ayeshah Mirzha
Account Executive: Joleen Sim
Account Management Intern: Siddarth Prabhakar
Senior Producer: Maggie Chan
Senior Strategist: Shivendra Dikshit
Producers: Adilin Ismail, Pearlyn Ho
FA Artists: Poh Heong, Jessie Low
Production House (for print): Verb
Production House (for film): Chuan Pictures
Production House (for BTS video): Very Crafty
Film Director: Royston Tan
Film Scriptwriter: He Shu Ming
© VANHAN 2026.