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| One of the most enduring initiatives of the Council has been to enlist the assistance of the media and communications specialists from the private sector to help in the continuing task of preventive education through the Council's Partnership for a Drug Free Singapore programme. Launched in 1997, this non-profit collaboration between the Council and concerned organisations and individuals aims to develop and implement fresh ideas to combat the drug problem in Singapore. |
| Under the Partnership programme, leading advertising agencies donate the talent of their top creative people to develop high impact anti-drug advertisements, industry suppliers donate their services in the production of the advertisement whereas media owners donate the air-time or media space to run the finished advertisements. The cooperation has 2 objectives: |
- To highlight and place in sharp focus the dangers of drug abuse to the public; and
- To influence societal attitudes and foster a zero tolerance against drug abuse.
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| This is Singapore's pioneering partnership between the advertising and media industries for a good cause. |
| The Partnership logo, as well as the initial (1997/98) advertising campaign, was developed by Singapore's largest advertising agency, Batey Ads. The communication focused on positioning Heroin as a living hell. |
| The campaign was enthusiastically supported by the Association of Accredited Advertising Agencies, Singapore, and the Media Owners Association of Singapore with notably significant contributions from the Radio Corporation of Singapore, Capital City Posters, Pearl & Dean, Television Corporation of Singapore, Singapore Television Twelve, NTUC Media Co-operative, MediaTech Services, Comfort Group and SBS Bus Services. |
| An additional support (poster-only campaign, was also developed and launched by Batey Ads to promote a 24-hour Helpline service to drug abusers and their families and friends. |
| The Partnership for a Drug-Free Singapore programme has gotten off to a good start and NCADA is confident that it will grow from strength to strength. The vision of a drug-free Singapore continues as NCADA's single-minded ambition and, with help of partners in the private sector, will hopefully one day become a reality. |
