CNB launches youth campaign to combat normalisation of drug talk

The Central Narcotics Bureau (CNB) has unveiled 'Pop My POV', a game show series designed to empower youth to speak up against the normalisation of drug references in casual conversation. The programme recognises that young people often encounter drug-related talk in social settings, whether through jokes, online discussions, or peer interactions, which can gradually shift attitudes toward substance abuse.

Through interactive gameplay and relatable scenarios, the series equips participants with the confidence and language to challenge their peers when drug references become too casual. CNB officials believe that peer-to-peer intervention—when young people call out problematic attitudes among their friends—can be more effective than top-down messaging.

The initiative reflects evolving strategies in drug prevention that focus on shifting social norms rather than relying solely on enforcement or traditional public health campaigns. By framing drug awareness as a peer-led effort, CNB hopes to reduce the social acceptance of drug culture among Singapore's youth population.

The launch of 'Pop My POV' is part of broader efforts to combat drug abuse in Singapore, where methamphetamine and cannabis remain persistent challenges. Officials stress that preventing the normalisation of drug talk is an important first step in reducing demand and protecting young people from substance experimentation.