Singapore’s government has launched a striking new anti-vaping campaign that blends cinematic storytelling with real-life tragedy to expose the dangers of e-cigarettes among youth. Titled “The Horrors of Vaping Are Real,” the initiative is led by the Ministry of Digital Development and Information (MDDI) in collaboration with the Ministry of Health, the Health Promotion Board, the Health Sciences Authority, and creative agency TBWA\Singapore.
The campaign takes an unexpected creative approach — using the familiar tropes of movie trailers to engage viewers before confronting them with reality. Borrowing satirical titles such as “Breaking Dad,” “Danger Things,” and “Final Destination: ICU,” the campaign draws audiences in with humor and suspense, only to reveal that the stories are not fiction but devastatingly true.
The main film tells the stories of Delfard Tay, a father who lost his 19-year-old daughter to vaping; Dandiar Rosli, a survivor who underwent four lung washes; and Harichandran, a teenager who lost his best friend at just 17. Their testimonies serve as a chilling reminder that the consequences of vaping are painfully real.
“Losing my daughter cost me more than I could ever imagine. I’m sharing my story so others won’t have to suffer the same fate,” said Delfard Tay.
“After my surgery, I felt like I’d been hit by a bus. I thought vaping was safer than smoking — I should never have started,” added Dandiar Rosli.
As the film unfolds, the polished cinematic imagery transitions into raw, documentary-style footage, revealing the authentic faces and emotions of those affected. The creative team at TBWA\Singapore and MDDI ensured that the campaign remained respectful and grounded, avoiding sensationalism while emphasizing the emotional toll of vaping-related harm.
“By using the visual language of Hollywood and the concept of misdirection, we wanted to catch our audience off guard — to show that the real horror isn’t on screen, but in our lives if we ignore the risks of vaping,” explained Yuanheng Gao, Creative Director at TBWA\Singapore.
Beyond awareness, the campaign aims to drive tangible action. MDDI has launched an online support hub, gov.sg/QuitVape, providing resources and guides for families and friends to help users quit vaping. “We are deeply grateful to the individuals and families who bravely shared their stories. Their courage will help Singaporeans understand the devastating effects of vaping and encourage those struggling to seek help,” said Aaron Lye, Director of Campaigns and Production at MDDI.
Through a fusion of art, empathy, and truth, “The Horrors of Vaping Are Real” seeks to dismantle the myth that vaping is harmless — reminding Singapore’s youth that what looks trendy can, in reality, be deadly.
