VML Singapore and MHA unveil social reels to promote public vigilance against terrorism
In its continued push to raise public vigilance against the threats of terrorism, the Ministry of Home Affairs (MHA), and VML Singapore, have launched a series of short social films designed to confront viewers with the truth: terror can strike anytime, anywhere – even in the most ordinary moments.
The campaign forms part of SGSecure – Singapore’s community response to the threat of terrorism – which seeks to sensitise the public to potential dangers and equip them with the knowledge to respond effectively.
Disguised as everyday reels on social, each film begins with a familiar setting – a family dinner, a fit check, a day at school. But within seconds, the tone shifts and spirals into sudden terror: a loud explosion, a van crashing into a crowd, a knife attack. The intent is to jolt viewers out of complacency and encourage them to stay alert every day while raising awareness on the different modalities of terror attacks.
In a climate where threats are increasingly unpredictable, even in safe Singapore, everyone has a role to play in keeping our home safe from terrorism. Which is why the campaign continues SGSecure’s mission to prepare the public for terror threats by emphasising the need to stay alert, united and strong.
Nimesh Desai, Chief Executive Officer, VML Singapore, said: “These films are a social experiment in themselves. They mirror the way terror threats can unfold in real life unexpectedly, in spaces we take for granted. By embedding these scenarios within everyday content, we want to remind Singaporeans that vigilance cannot wait for warning signs.”
Wilbur Sim, Director, SGSecure Programme Office, Singapore Ministry of Home Affairs, said: “Security threats, including terrorism, are real and ever-present. It is vital that we stay alert and know how to respond if we are caught in or witness similar incidents as those depicted in the filmlets. Building our situational awareness and equipping ourselves with emergency preparedness skills empowers us to act decisively when it matters most.”
Rolled out on Instagram, TikTok, and Facebook from 30 May 2025, the three social films encourage audiences to consider a powerful question: “Would I have noticed?”
Watch the social films here
A Family Dinner
A Fit Check
A Day at School
Credits
Agency: VML Singapore
Chief Creative Officer: Mateusz Mroszczak
Group Creative Director: Gerald Chue
Associate Creative Director: Gelo Lico
Art Director: Ee Min Goh
Associate Strategy Director: JS Foo
Business Director: Fred Eng
Account Director: Hazel Lim
Account Manager: Liming Yu
Account Manager: Bernice Wong
Associate Project Director: Gisela Sim
Production House: Smallshop
Director: Caleb Huang
EP: Zhiyun Yee
Line Producer: Koh Zhi Peng
Director’s Assistant: Mario Koo
Casting Director: Pang Yu Ting
Singapore-shoot (Day at school)
DOP: Juan Qi An
1CA: Matthew Chong
DIT: Ernest Lee
Soundman: Nelson Pereira
Gaffer: Benjamin Ong
Best Boy: Francis Lim
Grip: Ivan Yau
Art Director: Samantha Sng
Props Master: Iskandar Safuan
Art Department: Chastina Tham, Paul Olsson
Casting Coordinators: Alwyna Yong, Patricia Hwan
Wardrobe Team: Sabrina Simone Tan, Rosaline Wong
HMUA: Make-Up Entourage
Production Driver: Noah Yee
Production Assistant: Cheranne Lim
Post House: Hogarth Worldwide Pte Ltd
Post Producers: Eddy Lam & Daryl Lim
Offline Editor: Zhiliang Soh
Colourist: Tsu Jin Ng
Online Artists: Jonas Ang & Richard Ramos
Audio Producer & Engineer: Christopher Cheah
Kuala Lumpur-shoot (Family dinner, Fit check)
Production Support: Passion Plus
Executive Producer: Adrian Lai
Line Producer: Nicholas Lai
AD: Shane Nunis
Location Manager: Ming Sun
Location Assistants: Eng Zhi Xuan, Nor Adlynda Binte Norji
DOP: Eric Yeong
1CA: Tong Chae Yeung