DrugFreeSG
Carnival

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The Client

Central Narcotics Bureau

The Brief

Younger persons are doing drugs. Schools are worried. Parents are freaking out.

Organise a carnival. Educate young people and their families about drug abuse.

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The Result

2 Days

5,400

members of the public participated in the DrugFreeSG Carnival

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The Work

Games and nostalgia. The shared language between young people and their parents. We got conversations going through reimagined old-school video games, subtly conveying the harmful effects of commonly abused drugs. All without talking down to anyone.

In Maze Daze, inspired by Pac-Man, ghosts became marijuana dealers. Power-ups became marijuana leaves players had to avoid. In Ice Ahead, inspired by Antarctic Adventure, players had to dodge meth crystals.

Quest Cards levelled up the overall event gamification. Participants completed activities and collected stamps to redeem goody bags.

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A photo booth for families to create memories
Event assets adopt the pixel art style popularised by Minecraft, which is easily recognised by children and adults alike
⁠Each Quest Board highlights a commonly abused drug and its harmful effects
The video games were housed in a custom-built arcade machine to draw players in
Each video game was played in a pre-determined sequence for players of all skill levels to experience the entire narrative
Our friendly event crew handing out and explaining Quest Cards to participants
The two crowd favourites were the video game arcade machines (foreground) and photo booth (left)
Photos and anti-drug ribbons were pasted onto a pledge wall to support a drug-free Singapore
Participants walked away with goody bags filled with attractive event premiums