Challenge:
A growing number of youths are showing more liberal views towards drugs. Youth being youth. They will always be curious.

Idea:
To reverse their enthusiasm for drugs, we opened Singapore’s first experimental underground club. We let them get high and experience the worst of drugs through a multi-sensory interactive installation. So they can decide for themselves. For good.

Results:
In 2 weekends, more than 4,300 youths got a does of their own curiosity. 100% of the youths who experienced it made a conscious choice to say no to drugs. Subsequently, the club even garnered the attention of the Parliament.