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USING attention grabbing street art and online interactivity - that's how the National Council Against Drug Abuse (NCADA) aims to reach out to Singaporean youths in its anti-drug campaign this year.
It's the first time that NCADA has done away with its annual television commercial and gone big online to spread its message.
This year's tagline - 'Drugs. If you play, you pay'- is targeted at youths who are at risk of falling prey to the drug culture, particularly the use of synthetic substances such as 'Ecstasy', methamphetamine, and ketamine.
The four-month campaign, conceived by Bates 141 and Ogilvy Public Relations (Worldwide) on a pro-bono basis, will emphasise the reality of getting arrested and going to prison for drug-related offences.
Dr Loo Choon Yong, Chairman of NCADA, said: 'Synthetic drugs remain the most commonly abused drugs among our youths,and we want to caution them to stay away from experimenting with synthetic drugs.'
'Street-art' style outdoor posters will be featured at more than 400 bus stops, print advertisments in newspapers and magazines, a micro-website, and even prominent Singapore-based blogs.
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