Ogilvy Singapore and Singapore’s Central Narcotics Bureau (CNB) have launched the second year of Uninfluenced, a three-year public education effort that aims to help youths recognize and respond to permissive conversations about drug abuse.
The second phase of the program shifts its focus from the peer, social and cultural influences explored in 2025 to everyday conversations and attitudes that can make drug abuse appear less harmful, normalized or socially acceptable.
According to the release, this year’s work is designed to help youths identify permissive drug talk in comments, jokes and rationalizations, while encouraging them to respond when they encounter such views.
The rollout visualizes permissive statements as floating 3D speech bubbles that appear as inflatables, MRT platform screen door advertisements, wallscape installations and bus stop shelter ads. Users can scan QR codes to access an augmented reality experience that invites them to remove the speech bubbles.
The AR experience also includes a quiz that matches users with one of four “Uninfluenced Pals” — Gut, Wit, Reason or Empathy — representing different approaches to responding to permissive drug talk. The campaign extends across paid media, on-ground activations at Institutes of Higher Learning, content partnerships, social media and digital experiences.
The release said always-on content will remain available through the Uninfluenced website and social channels. A second phase beginning in October will focus on helping youths start conversations, challenge permissive thinking and encourage their peers to stay uninfluenced.
At Institutes of Higher Learning, visitors will be introduced to the concept of permissive thoughts through gamified experiences, including a “Takedown Battle” in which participants burst speech bubbles carrying permissive messages. The activations conclude with group activities designed to help participants practice responding to drug-related conversations in everyday situations.
“The conversations youths encounter can shape how they perceive drugs over time,” said Ms Kaye Chow, Deputy Director (Partnership & Outreach), DrugFreeSG Office, Central Narcotics Bureau.
“CNB’s Uninfluenced campaign seeks to equip them with the awareness and confidence to think critically about these messages, and to respond constructively when they come across views that may normalise or downplay drug harm. Through this year’s campaign, we hope to make these conversations easier to navigate and encourage youths to play an active role in looking out for one another.”
“Permissive drug talk is powerful precisely because it doesn’t feel dangerous — it hides in jokes and casual rationalisations,” said Troy Lim, Group Creative Director, Ogilvy Singapore.
“Our challenge was to give those narratives a form young people could see, confront and pop. CNB understood you can’t lecture this generation — you have to meet them on their terms. Through AR, gamification and our four Pals — Gut, Wit, Empathy and Reason — we gave permissive thinking a shape, and its audience a way to answer back. Staying uninfluenced isn’t about being the loudest voice — it’s about trusting yours.”
Credits
Client: Central Narcotics Bureau
Audrey Ang: Director, Communications Division
Kaye Chow: Deputy Director, Partnership & Outreach, Communications Division
Lydia Kung: Assistant Director, Outreach, Communications Division
Rachel Tan: Manager, Outreach, Communications Division
Gladys Lee: Senior Executive, Digital Comms, Communications Division
Integrated Creative Agency: Ogilvy Singapore
Shirley Tay: Chief Executive Officer
Yong Shi Yun: Business Director
Izza Zainuddin: Account Director
Stacy Tan: Senior Account Manager
Kenji Iskandar: Senior Program Manager
Reagan Ng: Senior Associate
Hazel Tan: Associate
Troy Lim: Group Creative Director
Alan Choong: Associate Creative Director
Chen Shanghao: Associate Creative Director
Kriffith Fernando: Senior Copywriter
Kien Nguyen: Junior Copywriter
Nuraisy Romi: Junior Art Director
Tan Qian Hui: Senior Art Director
Joanne Fong: Art Director
Joyce Ng: Copywriter
Frederick Tong: Principal Strategy Consultant
Wong Yan Ting: Strategy Director
Zhang Wei Tian: Senior Strategist
Nyko Rodriguez: Director, PR & Influence
Ada Tong: Account Director, PR & Influence
Madeline Tan: Manager, PR & Influence
Natasha Loh: Senior Associate, PR & Influence
Production partner: WPP Production
Kong Lee Choo: Operations Director
Kenny Foong: Creative Director
Gerard Nadaison: Copywriter
Wong Wenya: Art Director
Shafie Muhd: Producer
Marq Wong: Senior FA Artist
Production partner: Heckler SG
Lily Li: Managing Director
Cody Amos: Creative Director
Jillian Tan: Producer
Sam Schwier: CG Lead
Kepa Casado, Mohammed Nizam Abdul Khaliff, Ignatius Wong, Danielle Melianti: 3D Artists
Website development & AR experience partner: AliveNow
Siddharth Satyanath: Senior Strategist
