SINGAPORE – Singapore’s Ministry of Home Affairs (MHA) and creative agency VML Singapore have rolled out a striking campaign of short form social films that thrust the threat of terror into the spotlight by hiding it in plain sight.
The campaign forms part of SGSecure – Singapore’s community response to the threat of terrorism, which seeks to sensitize the public to potential dangers and equip them with the knowledge to respond effectively. Disguised as everyday reels on social, each film begins with a familiar setting: a family dinner, a fit check, a day at school. But within seconds, the tone shifts and spirals into sudden terror: a loud explosion, a van crashing into a crowd, a knife attack. The intent is to jolt viewers out of complacency and encourage them to stay alert every day while raising awareness on the different modalities of terror attacks.
Nimesh Desai, Chief Executive Officer, VML Singapore said: “These films are a social experiment in themselves. They mirror the way terror threats can unfold in real life unexpectedly, in spaces we take for granted. By embedding these scenarios within everyday content, we want to remind Singaporeans that vigilance cannot wait for warning signs.”
Commenting, Wilbur Sim, Director, SGSecure Programme Office, Singapore Ministry of Home Affairs, said: “Security threats, including terrorism, are real and ever-present. It is vital that we stay alert and know how to respond if we are caught in or witness similar incidents as those depicted in the filmlets. Building our situational awareness and equipping ourselves with emergency preparedness skills empowers us to act decisively when it matters most.”
The campaign, which debuted on Instagram, TikTok, and Facebook on May 30, 2025, is more than a visual jolt. It’s a call to action, challenging audiences to ask themselves: “Would I have noticed?” The emotional intensity of each film aims not just to alarm but to embed lasting awareness and urgency in viewers across all age groups.
The campaign continues to reinforce SGSecure’s central tenets of Stay Alert, Stay United, Stay Strong as the nation’s defense against terror increasingly depends on an aware and prepared citizenry.
CREDITS
VML Singapore
Mateusz Mroszczak, Chief Creative Officer
Gerald Chue, Group Creative Director
Gelo Lico, Associate Creative Director
Ee Min Goh, Art Director
JS Foo, Associate Strategy Director
Fred Eng, Business Director
Hazel Lim, Account Director
Liming Yu, Account Manager
Bernice Wong, Account Manager
Gisela Sim, Associate Project Director
Production House:
Production House: Smallshop
Director: Caleb Huang
EP: Zhiyun Yee
Line Producer: Koh Zhi Peng
Director’s Assistant: Mario Koo
Casting Director: Pang Yu Ting
Singapore-shoot (Day at school)
DOP: Juan Qi An
1CA: Matthew Chong
DIT: Ernest Lee
Soundman: Nelson Pereira
Gaffer: Benjamin Ong
Best Boy: Francis Lim
Grip: Ivan Yau
Art Director: Samantha Sng
Props Master: Iskandar Safuan
Art Department: Chastina Tham, Paul Olsson
Casting Coordinators: Alwyna Yong, Patricia Hwan
Wardrobe Team: Sabrina Simone Tan, Rosaline Wong
HMUA: Make-Up Entourage
Production Driver: Noah Yee
Production Assistant: Cheranne Lim
Post House: Hogarth Worldwide Pte Ltd
Post Producers: Eddy Lam & Daryl Lim
Offline Editor: Zhiliang Soh
Colourist: Tsu Jin Ng
Online Artists: Jonas Ang & Richard Ramos
Audio Producer & Engineer: Christopher Cheah
Kuala Lumpur-shoot (Family dinner, Fit check)
Production Support: Passion Plus
Executive Producer: Adrian Lai
Line Producer: Nicholas Lai
AD: Shane Nunis
Location Manager: Ming Sun
Location Assistants: Eng Zhi Xuan, Nor Adlynda Binte Norji
DOP: Eric Yeong
1CA: Tong Chae Yeung
2CA: Wong Kai Jun
Q Take Operator: Ng Kar Hou
DIT: Link Kar Mun
Soundman: Soon, assisted by Mok Chi Xun
Gaffer: Meng
Gaffer Best Boy: Chin Poh Yen
Electricians: Sow Kok Kit, Liew Yung Foo
Key Grip: Kok Wei
Key Grip Best Boy: Choy Chee Kong
Grips: Dzul Amirul Ikhwan bin Dzulkifli, Azran bin Dalnan, Muhamad Tarmizi Bin Alias
Art Director: Nick Wong
Props Master: Chiam Tat Sian
Art Department: Loo Shu Nie, Mohana Raj A/L Mogan, Kanagaraj Ramachandran, Langesh A/L Mohan Raj, Bryan Wong, Thevanderan A/L Ellan
Pyrotechnics & Stunt Team: JST & SFX Production
Casting Manager: Shaun Goonting
Wardrobe Stylist: Aunty Loh, assisted by Mohd Ibmi Ifral Bin Jayadi
HMUA: Yuki, assisted by Hody Liew
Production Manager: Yap Khai Jing
Production Assistants: Qian You, Isaac Lim
Drivers: Michael Raj, Parthiban, Saravanan, Azajawfi Abas
Facilities Manager: Muthusamy Chandrasekaran
Facilities Team: Chandirsasekar Aravind, Muthuramalingam Sathish
