CNB Youth-oriented impact through immersive gameplay
Influence takes on many forms—from cultural to social, overt to insidious. This insight formed the starting point of Singapore Central Narcotics Bureau’s public education campaign, for which Motion—in partnership with Ogilvy—executed an ambitious, compelling gameplay that brought visitors through highly curated escape rooms.
An intricately designed gameplay that taps into psychology
We tapped into research around human psychology and behaviour—particularly on types of negative influence: peer, social, cultural. Using these insights, we crafted a three-part escape room experience around the fictional narrative of Ben—a disoriented main character trapped in the psychological hold of a legendary paradise and its illicit activities. Each room embodied distinct atmospheres: the fully outfitted lab of a shadowy pharmaceutical firm, a lively house party, and the bewildered mind of a drug user. From striking facades to environmental scenting to precise mise-en-scène, we created an unforgettable world for participants.
A world that comes alive through grounded, human-centred connections
A critical aspect of impactful world-building is enabling participants to feel emotionally anchored in their environments. We addressed this by designing live interactions for participants throughout the gameplay, with a talented cast of 25 non-player characters selected and coached by Motion through carefully crafted training sessions. This engagement was bolstered by our onsite event management, with peer-facilitated debriefs where youth facilitators aided players in processing their experience of and takeaways from each room.
A high-touch experience that resonated with audiences at scale
91%
highly satisfied with the overall experience
77%
felt effectively engaged on issues of drug abuse
83%
interested in returning for future interactive experiences
The fully-subscribed public activation attracted high footfall of 1,580 over an extended course of 6.5 days, capturing the attention of local and regional media.
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