| Title | ALEX WIBO |
| Brand | SINGAPORE ANTI-NARCOTICS ASSOCIATION |
| Product / Service | SOCIAL AWARENESS CAMPAIGN |
| Category | C01. Viral & Email Marketing |
| Entrant | EURO RSCG SINGAPORE, SINGAPORE |
| Entrant Company: | EURO RSCG SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | EURO RSCG SINGAPORE, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Victor Ng | Euro RSCG Singapore | Executive Creative Director |
| Wayne Lau | Euro RSCG Singapore | Art Director |
| Jude Tan | Euro RSCG Singapore | Copywriter |
| Gereld Khoong | Euro RSCG Singapore | Account Service |
| Aw Siyuan | Euro RSCG Singapore | Strategic Planner |
| Charlie Goh | Singapore Anti-Narcotics Association | Head, Corporate |
SANA was facing a problem more dangerous than drug abuse: the growing indifference in youths towards the issue, as long as they know not to get involved. We created Alex Wibo, a fictitious teenage drug abuser on popular social network, Facebook. Thereby making it easy for youths to express and broadcast their stand on drug abuse–even beyond this platform–when provoked by Alex’s extreme, addiction-induced behaviour. With Alex Wibo, we turned indifference into involvement and transformed a social network into a support network. This serves as an important starting point for Singapore’s preventive drug education, which SANA believes should be youth-driven.