Singapore - JWT is behind the new National Council Against Drug Abuse (NCADA) campaign which involves a series of outdoor ads depicting through letters, people's real life experiences with inhalant abuse.

The outdoor effort is just part of a wider campaign by the NCADA which runs until March. It features four spots now running in movie theatres and on TV mobile as well as executions on train station platforms and public toilet doors.

Carolyn Kan, M&C Saatchi Singapore's former MD and in her role as NCADA member and chairperson of the media and publicity sub-committee, said: "Given that many of the inhalant abusers arrested are youths, the NCADA wanted to raise awareness of the harm inhalant abuse inflicts on our teen population and deter youths from experimenting with glue-sniffing. Many youths are not aware that glue-sniffing is addictive, causes physical impairment and carries stiff penalties".

JWT is the creative agency nehind the pro-bono campaign but the four mini-films were shot by acclaimed local director Royston Tan who said: "To make the short films seem as real as possible, we didn't use actors."

Talents used in the films were said to be untrained and scenarios based on 'real life' stories. top