The task
In 2025, vaping in Singapore took a darker turn. What once felt like a youth trend began exposing serious consequences, including cases involving drug-laced vapes. But among youths, vaping still felt normal, social, and largely harmless. Their perceptions were shaped by what they see online and among peers. The real consequences like addiction, hospitalisation and death, felt distant and hard to believe.
This created a dangerous disconnect. Our challenge was to break that disbelief, and make the consequences of vaping feel immediate, personal, and impossible to ignore.
Using the familiar visual language of movie and television promotions as creative hooks, we drew our audience in with satirical titles.
Our key visuals and films look like promotional materials for movies and TV shows, but the twist is that they are in fact real stories and emotional truths from Singaporeans affected by vaping.
We featured 3 real stories of loss, survival, and the lasting consequences vaping has on its users and their loved ones.
The Horrors Of Vaping Are Real
The Film
Client: Ministry of Digital Development and Information Singapore
Agency: TBWA Singapore
CD: Yuan Heng
Copy: Sean Leong
Art: Shae Yue
Eunice Hee
Film Production House: The P