The Central Narcotics Bureau (CNB) and Ogilvy Singapore have launched “Pop My POV,” a three-part gameshow series that is part of Year Two of the “Uninfluenced” public education initiative in Singapore. The three episodes were released on September 21, 2026.
According to the release, the series is designed to transform Singapore’s youth from passive bystanders into active allies against drug permissiveness.
The shift in campaign strategy is anchored in post-Year One survey findings from the Uninfluenced campaign, according to the release. The survey found that 78% of surveyed youths expressed a willingness to intervene and protect friends from drugs, ranking drug abuse prevention third among their top societal concerns.
The survey also showed that behavioral barriers persist. Some 47% of youths still find it difficult to reject drugs in social settings, and only 54% believe their individual voices can actively influence their peers.
CNB’s 2025 Annual Statistics indicate that approximately half of the 1,165 new drug abusers arrested were under 30 years old, with the youngest aged 12.
According to the campaign, these insights dictated a strategic pivot for Year Two, moving beyond foundational harm awareness toward building real-world behavioral confidence and practical refusal strategies.
Year One of Uninfluenced, launched in 2025, focused on helping youths recognize personal, social, and commercial influences, such as pop-culture normalization and misinformation. Year Two shifts focus toward empowering the surrounding peer community.
Following an initial paid media phase in July 2026, which deployed five visuals surfacing common permissive arguments around curiosity, legality, groupthink, apathy, and the bystander effect, the campaign is now advancing into real-time conversation testing.
Pop My POV is hosted by Caitanya Tan and features youth influencers Cavin Chua, Imran Shamer, Jayne Rajendran, and Chow Jia Hui. The series, created to test and strengthen youths’ ability to navigate permissive drug talk in real time, places participants in debate settings around real-world scenarios. The gameshow also captured responses from audience participants.
“Recognising permissive drug talk is an important first step, but real-life situations can be much more difficult to navigate, especially when those views come from friends or people we trust,” said Kaye Chow, Deputy Director (Partnership & Outreach), DrugFreeSG Office, Central Narcotics Bureau.
“What we learnt from the first year of Uninfluenced is that youths are willing to look out for one another, but many lack the confidence and practical skills to navigate sensitive conversations that normalise or condone drug use. Year Two builds on these conversations, with the gameshow designed to encourage deeper reflection and open dialogue. Resources on the campaign website such as the interactive online quiz and conversation guides complement this by equipping youths with practical strategies to navigate complex social situations.”
“How do you give voice to the silent majority that sits on an opinion they are afraid to own?” said Troy Lim, Group Creative Director, Ogilvy Singapore.
“The gameshow format turns silent opinions into open debate, letting relatable voices spark the debate, giving youths the confidence to speak up and own their point of view. Pop My POV is the first gameshow of its kind where real-life opinions around drugs are aired openly and then critically debated. Because Uninfluenced is not just a campaign, it is what happens when the quiet ones stop being quiet.”
Credits
Client: Central Narcotics Bureau (CNB)
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
Nadiah Syahirah: Executive, Outreach, 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
Leonard Chong: 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
Dana Lim: Senior 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
Joseph Tay: 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 & Media Partners:
WPP Production
Kong Lee Choo: Operations Director
Shafie Muhd: Producer
Marq Wong: Senior FA Artist
Wong Wenya: Art Director
Eileen Tan: Post Producer
AliveNow
Siddharth Satyanath: Senior Strategist
Studio+65
Michell Tan: Head of Studio
Riley Leong: Executive Producer
Teo Wenhui: Producer
Hazrul Idzwan: Executive Creative Director
Goh Pei Huan: Creative Director
Lim Seng Jueh: Creative Director
Glenn Ng: Creative Director
Irshad M: Show Director
STUDIO+65 Studio Operations Team
STUDIO+65 Post-Production Team
