Singapore Anti-Narcotics Association is a non-governmental organisation set up to openly and honestly tackle the real issues that surround drug abuse. Their philosophy is to be direct, unafraid, and unashamed to address the truth. Their brief to us was to simply convey the brutal reality of where heroin takes you - to reach out to anyone who is tempted to try heroin, and to those people in the beginning stages of this terrible relationship.

We were fortunate to discover this beautiful style of calligraphy and were drawn to the way it seems to subtly allude to veins, intravenous injections and blood. It perfectly marries the harsh message with a beautiful delivery that together is disturbing and compelling to watch.

Initial reports are very strong with viewers surprised by the honesty of it. This is driving them to share it on our behalf, and we have seen a very quick pass-on rate. The nature of this job and our target audience means that it is difficult to get immediate results and feedback in terms of reaching our desired audience or quickly measuring the success of the communication. SANA closely monitor the people they treat, and new addicts so we will be able to get a good read on its effectiveness by the end of the year.