The annual campaign aimed to educate the youth to pledge to lead a drug-free lifestyle. With the rise of Covid cases, all on-ground activities had to be suspended and the campaign fully brought online.
The campaign drove visitors online with special pre-event teasers that captured the drug-free messages against the illuminated Singapore skyline. Thematic AR filters and stickers were created and released on Instagram pre-event and were a fun and interactive way for people to show support for the International Day Against Drug Abuse and Illicit Trafficking and to embrace a drug-free lifestyle. The light up of signature buildings that make up the Singapore landscape was captured on the event day and appeared on Instagram to encourage people to post their personal drug-free pledges. These pledges were included in the film that showcased all the participating buildings, and revealed how Singapore came together for a #DrugFreeSG.
The digital campaign saw a 45% increase in impressions and 30% increase in engagement compared to the year before. The Instagram AR filters alone had over 1,000 downloads and over 150 shares from organic traffic.