CNB DRUG VICTIMS REMEMBRANCE DAY 2025
Integrated Campaign Activation
What is it:
Experience Design,Spatial and Exhibition Design, Interactive Design, Fabrication and Build
What we did:
Edelman Singapore (Lead Agency)
The Hummingbird Co. (Campaign Film Partner)
Make Studios (Digital Interactive Partner)
Our Partners
An integrated campaign to give voice to the hidden victims of drug abuse
Every third Friday of May, Singapore observes Drug Victims Remembrance Day, an important occasion to acknowledge the devastating harms of drug abuse and honour victims of neglect, abuse, and violence.
This year, the Central Narcotics Bureau (CNB) partnered with Edelman Singapore for a powerful campaign designed to reinforce a vital message: drug abuse is not a victimless crime – it affects far more people than we realise.
Collaborating closely with the teams at Edelman Singapore and The Hummingbird Co, The Merry Men Works was proud to bring the campaign's built environment to life. Our contribution included the "Museum of Us," a three-day immersive roadshow at Suntec City, along with the deployment of 16 pop-up installations and 34 information displays across Singapore to engage both the public and student audiences.
The ‘Museum of Us’ Is a story-driven exhibition designed as a deeply emotive experience. Held from 16 to 18 May 2025, it invited visitors to walk through intimate stories of pain, love, and recovery.
Extending the narrative beyond the campaign films
The campaign films for Remembrance Day 2025 were extended into a physical, immersive experience. Working alongside The Hummingbird Co and Edelman Singapore, we crafted and filmed extended cuts for the exhibit rooms, powerfully illustrating the impact of drug use on parents, siblings, and friends.
AN IMMERSIVE AUDIO TOUR TO PAINT THE HIDDEN PAIN
Within the exhibit, we designed the experience to draw visitors directly into the lives of hidden victims and confront the echo of their loved ones’ pain. The raw emotion captured in the voice memos is deliberately juxtaposed with joyful on-screen memories. This stark contrast serves as a powerful testament to the delicate nature of happiness, instantly shattered by a single moment of folly.
EMPOWERING CONVERSATIONS ON DRUG USE AMONG VISITORS
The rest of the ‘Museum of Us’ was designed to broaden the narrative, shedding light on the various aspects of the drug problem and its less-seen impacts across our community. It was immensely rewarding for our team to observe lively family discussions taking place within the exhibit, successfully opening up dialogue about drug use within the very social fabric the campaign seeks to protect. We also integrated interactive touch points, allowing every visitor to actively participate in the campaign and pledge to stay drug-free for their loved ones.
TAKING THE CAMPAIGN TO A WIDER AUDIENCE
Our physical rollout included two other key components: 16 striking, larger-than-life installations placed strategically in key Singaporean malls for public engagement and awareness. In addition, we delivered 34 informative displays to 34 schools, designed to facilitate and encourage critical discussions with students about maintaining a drug-free lifestyle.
