HIGH (2020)

NCADA's 2020 interactive film campaign on the realities of drug abuse.

Last updated 15 June 2026

"HIGH" - 2020 MEDIA CAMPAIGN

19 March 2020

Every HIGH ends in a low.

— Singapore’s first interactive film and a series of Safe Zone Discussions to spark conversations with youth on the truths behind drug abuse.

One guy is sitting in a dimly lit room smoking the drugs, and two others are encouraging his behaviour.

Caption: Still from Singapore’s first interactive film, HIGH, which is produced by local director Royston Tan. HIGH follows the journey of main protagonist, Nick (pictured), and allows viewers to make choices on his behalf to uncover the various endings and possibilities within the story line.

In 2020, NCADA launched HIGH, a media campaign aimed at sparking honest conversations with youth on the realities of drug abuse. At its centrepiece was Singapore's first interactive short film, produced in collaboration with award-winning local director Royston Tan.

The film follows Nick, a young man drawn into the world of drugs and partying, and allows viewers to make choices on his behalf - uncovering different endings and consequences along the way. By placing decision-making in the hands of the viewer, HIGH underscores the real-life impact of the choices youth face.

Complementing the film was a microsite featuring a chat-format FAQ, a character quiz, and social sharing tools to extend conversations beyond the screen.

Prior to the official launch, HIGH was screened at ITE College Central, ITE College East, and Singapore Polytechnic, reaching 5,162 students. Each screening was followed by a Safe Zone Discussion (SZD) - an interactive platform for students to share their perspectives on drug abuse and advocacy. At Singapore Polytechnic, a panel of experts from the National Addictions Management Service (NAMS) joined the SZD to address students' questions on the medical and social dimensions of drug abuse.

HIGH was co-funded by Tote Board.

ANNEX A
Stills from Singapore’s first interactive film, HIGH, directed by local award-winning director Royston Tan. The film is produced in collaboration with the National Council Against Drug Abuse, and aims to spark conversations amongst youth on the truths behind drug abuse.

A person wearing a blue shirt with a hand resting on their shoulder is in a dimly lit room.

Five people laying on their backs close together indoors, looking relaxed and lit by colorful lighting.

Two people sit across from each other at a table in a cozy cafe or restaurant, with a few other patrons in the background.

A person lies in bed with white sheets and a pillow, revealing the top of the head.

Photos from the ITEs and Singapore Polytechnic sessions

Two men seated on stage, one raising his hand, with a large projected presentation screen behind them.

Radio presenter and host Joakim Gomez and local personality Johnathan Chua of 'Real Talk', a YouTube talk show by Millennials of Singapore hosted the pre-launch campaign activities at ITE College East, ITE College Central and Singapore Polytechnic. Students were quick to share their stories and questions on the topic of drug abuse with the hosts.

A large auditorium filled with seated people; three individuals are on stage near two large speakers.

Joakim Gomez and Johnathan Chua with students at a film screening and SZD session at ITE College East

A large audience watches a presentation from speakers on a stage; "HIGH" is shown on a screen.

The panel of representatives from NAMS and the emcees at Singapore Polytechnic’s film screening and SZD.

Annex B

Several anonymous comments discussing addiction and the dangers of drugs are visible.

Some of the personal stories and questions that the ITE College Central and Singapore Polytechnic students shared via Pigeonhole, an anonymous platform, during the SZDs.

Text discussing drug and alcohol addiction, outcomes, recovery process, and advocating for drug prevention; "HIGH" in neon letters.