What's Your Fix (2022)
The 'What's Your Fix?' campaign encourages open dialogue and aims to foster understanding by exploring various perspectives and stories related to drug issues.
About the Campaign
The What’s Your Fix? campaign ran from 2022 to 2023 to inspire a shared understanding around the drug-free cause.
Rather than telling young people what to think, What’s Your Fix? invites them to reflect on why people turn to drugs. Through films, docuseries, conversations, personal stories and community engagement, the campaign explores mental well-being, resilience, support, rehabilitation, recovery and shared responsibility. It asks: if drugs are the “fix”, what are we really trying to mend?
The first phase of the campaign kicked off on 23 Sep 2022 with a TikTok-exclusive series called #FindingJuliana, and a virtual livestream TikTok event in Oct 2022 with ex-abusers and key opinion leaders. This was the first time that CNB and NCADA had partnered with TikTok.
Finding Juliana
When Juliana disappears after allegedly stealing a suspicious bag of drugs, her friends uncover personal struggles, strained relationships and difficult choices. Her story invites viewers to examine the realities and consequences of drug abuse through relatable young lives.
The second phase of the campaign saw the release of a documentary series titled What’s Your Fix?: On the Mend, hosted by one of the actors of #FindingJuliana and which featured young individuals who had abused drugs or had family who abused drugs, and had to deal with the consequences of drug abuse. #FindingJuliana was based in part on their stories.
On The Mend
Building on “Finding Juliana”, “On The Mend” offers deeper insights into drug abuse, rehabilitation and recovery through conversations with former drug abusers, family members and addictions specialists.
The final phase of the campaign started with the call for film pitches from youth filmmakers. Three youth filmmakers were awarded grants to bring their films to life, and in Sep 2023, the three films were screened at a youth film dialogue at Scape.
Youth Film Programme
The Youth Film Programme invited young filmmakers to explore drug-related issues through film, sparking discussion and awareness. Three selected creators received mentorship and funding to bring their concepts to life.
Adopting a multi-channel approach, the campaign was supported by companion content delivered over complementary media touchpoints: teasers and full episodes were published on our campaign TikTok and microsite platforms, with engagement drivers like social media contests and polls, as well as a media preview event and story pitches to various media outlets carried out.
Look back on the campaign content:
What's Your Fix? In the News
Campaign Launch
NCADA uses social media, approaches young people (Berita Harian)
Anti-drug campaign on TikTok aimed at younger, tech savvy generation (CNA)
'What's Your Fix?' anti-drug campaign encourages young people to become anti-drug advocates (Lianhe Zaobao)
TikTok series Finding Juliana looks at drug abuse, addiction up close (Straits Times)
An anti-drug TikTok series targeting the youth (Tamil Murasu)
Youth Perspectives
I Was Addicted To Heroin At 15 & Had A Near-Fatal Overdose – Here’s The Reality Of Drug Addiction (The Smart Local)
Parenting and Family Conversations
Drug Abuse in Singapore: A Mother's Perspective and NCADA's Role (The Asian Parent)
I Found Out My Son Started Taking Drugs in His Teens: Here’s What I Wished I’d Said To Him Earlier (The Sassy Mama)
Podcasts and Radio