What is CNB's Uninfluenced campaign?

Uninfluenced is a three-year public education campaign by Singapore's Central Narcotics Bureau and Ogilvy Singapore that helps youths stay resilient against drug influence.

What is the focus of year two?

Year two focuses on helping youths recognise and challenge permissive drug talk, including jokes, comments and rationalisations that make drug abuse appear less harmful.

CNB Turns Permissive Drug Talk Into Pop-Able OOH

Q: How does the campaign use OOH?

The campaign uses 3D speech bubbles, inflatables, MRT platform screen door ads, wallscapes, bus shelter ads and QR-led AR experiences.

Quick answer: CNB and Ogilvy Singapore launched year two of Uninfluenced, using 3D speech bubbles, AR and gamified OOH activations to help youths recognise and challenge permissive drug talk.

Ogilvy Singapore and the Central Narcotics Bureau have launched the second year of Uninfluenced, a three-year public education effort created to help youths stay resilient against drug influence.

While the first year explored peer, social and cultural pressures, this new phase focuses on something more subtle: everyday comments, jokes and rationalisations that can make drug abuse seem normal, harmless or socially acceptable.

Giving Permissive Drug Talk a Shape

The campaign turns these casual narratives into colourful 3D speech bubbles.

Each bubble carries a permissive statement that young people might hear in real conversations, making an often invisible social influence easier to notice and question.

Creative idea: Instead of simply warning youths about drugs, the campaign gives risky narratives a physical form they can see, confront and pop.

OOH Meets AR and Gamification

The 3D speech bubbles appear across inflatables, MRT platform screen door ads, wallscape installations and bus stop shelter ads.

By scanning a QR code, audiences can access an augmented reality experience that invites them to take down the permissive speech bubbles on their mobile device.

The experience also includes a short quiz that introduces four Uninfluenced Pals: Gut, Wit, Reason and Empathy.

Each character represents a different way to respond to permissive drug talk and helps youths understand how they can speak up with confidence.

Taking the Message to Youth Spaces

The campaign also extends into Institutes of Higher Learning through pop-up activations and gamified experiences.

One key feature is the Takedown Battle, where participants work together to burst larger-than-life speech bubbles carrying permissive messages.

The experience ends with practical exercises that help youths practise how to respond to risky drug-related narratives in everyday social situations.

Why the Campaign Works

It makes the issue visible: Permissive drug talk becomes a physical object people can identify.
It speaks youth language: AR, quizzes and gamification make the message more approachable.
It moves beyond fear: The campaign focuses on confidence, awareness and practical response tools.
It uses public spaces well: MRT screens, wallscapes and shelters place the message in everyday youth environments.
It encourages participation: Audiences are invited to interact, reflect and practise speaking up.

The OOH Lesson

Public education campaigns work best when they do more than deliver information.

CNB and Ogilvy Singapore turned a complex social behaviour into something simple, visual and interactive.

By making permissive drug talk visible in public spaces, the campaign helps youths recognise the issue before it becomes normalised.

Bottom Line

Year two of Uninfluenced shows how OOH can support behaviour change through visibility, interaction and cultural relevance.

With 3D speech bubbles, AR tools and live youth activations, CNB and Ogilvy Singapore transform preventive drug education into an experience that feels clear, practical and engaging.

The message is simple: staying uninfluenced is not only about saying no. It is also about finding the confidence to challenge the narratives that make drug abuse seem acceptable.