SINGAPORE — The Ministry of Digital Development and Information (MDDI), in collaboration with the Ministry of Health, Health Promotion Board, and Health Sciences Authority, together with creative agency TBWA\Singapore, has launched a powerful new anti-vape campaign titled “The Horrors of Vaping are Real.”
This follows TBWA\Singapore’s earlier collaboration with the Health Promotion Board (HPB), which approached the same issue through relatable youth narratives. In contrast, the new campaign with MDDI takes a darker and more cinematic direction, featuring real stories and emotional truths to tackle the rising trend of drug-laced vapes in Singapore.
With vaping on the rise, the campaign seeks to break through the growing indifference and disbelief surrounding its harmful effects. Using the familiar visual language of movie and television promotions as cultural hooks, it draws viewers in with satirical titles like Breaking Dad, Danger Things, and Final Destination: ICU, only to subvert expectations and reveal something real, tragic, and close to home.
The main film builds on this idea, opening like a suspenseful movie trailer filled with gripping visuals and familiar tropes. The twist lies in the truth: these are not fictional plots but real-life accounts of Singaporeans whose lives have been deeply affected by vaping. It features personal stories of Delfard Tay, a father who lost his 19-year-old daughter to vaping; Dandiar Rosli, who endured four lung washes and narrowly survived; and “Harichandran”, a teenager whose friend’s life ended at 17. The film reminds viewers that the consequences of vaping are not imagined but painfully real.
“Losing my daughter cost me more than I ever imagined. I’m sharing my story so others wouldn’t suffer the same fate,” said Delfard Tay.
“After my surgery, I felt like I got hit by a bus. It was an expensive and painful lesson, literally. I thought vaping was safer than smoking, but I should not have started vaping in the first place,” said Dandiar Rosli.
“When I see people vaping, I don’t see a trend. I see what I’ve lost. My friend who was only 17 when he died. I wish I’d told him to stop sooner,” said Harichandran.
The emotional storytelling is reinforced through a creative shift from cinematic visuals to raw, documentary-style footage as the true accounts unfold, revealing the real people behind the stories.
MDDI and TBWA approached the film with care, ensuring that the stories were portrayed authentically and respectfully, without sensationalism. Rather than showing actual vaping or depictions of death, it focuses instead on the emotional aftermath for those left behind.
“By using the visual language of Hollywood and the concept of misdirection, we wanted to catch our audience off guard and deliver the message that the real horror isn’t on screen, but in our lives if we ignore the risks of vaping,” said Yuanheng Gao, Creative Director, TBWA\Singapore.
“We are grateful to the individuals and families who bravely shared their stories. Their courage to speak out will help Singaporeans see the devastating effects of vaping and encourage those struggling to seek help,” said Aaron Lye, Director of Campaigns and Production Department, MDDI.
Recognising the importance of support from family members and friends, MDDI has also worked with other government agencies to develop resources and guides for families and peers to help vapers quit. More can be found at gov.sg/QuitVape.
The campaign video is now available on Gov.sg social media channels and will be broadcast on Free-To-Air Television(Channel 5, Channel 8, Suria, Vasantham, and CNA) until the end of January 2025. Key Visuals featuring the profiles will also run islandwide.
CREDITS
Client: Ministry of Digital Development and Information (MDDI)
Creative Agency: TBWA\Singapore
Production Company: The P Film Company Pte Ltd
