VML Singapore and MHA launch ‘Closer Than We Think’ to tackle radicalisation in Singapore

VML Singapore has developed a new campaign for the Ministry of Home Affairs (MHA) as part of the SGSecure movement’s ongoing efforts to strengthen public vigilance and community resilience against terrorism. The film, “Closer Than We Think,” highlights the threat of radicalisation and the critical role Singaporeans can play in keeping the nation safe.

The film opens with a shocking explosion in a crowded public space, then unfolds in reverse to reveal an unexpected truth: the perpetrator is an ordinary person – someone who could be a family member, friend, or colleague. By tracing the events of a terrorist attack backwards, “Closer Than We Think” illustrates how self-radicalisation can affect anyone through exposure to extremist ideologies online, showing that terrorism may indeed be closer than we think. Crucially, the film also demonstrates that timely intervention by those around a radicalised individual can change the outcome. By recognising early warning signs and reporting suspected radicalised behaviour to the authorities, Singaporeans can help ensure that individuals receive the support they need before it’s too late.

“Closer Than We Think” anchors the new Play Your Role campaign, which was launched by the Second Minister for Home Affairs, Mr Edwin Tong, today. Building on the foundation of the What’s Your Role campaign (2023 to 2025), Play Your Role shifts the focus from awareness to action. It continues to encourage Singaporeans to develop practical skills and take action to prevent and/or respond to the threat of terrorism.

In addition to the campaign film, new campaign visuals and a series of immersive roadshows – which simulate a terrorist attack in Singapore – will also be rolled out this year to reinforce the importance of preparedness and collective responsibility.

Nimesh Desai, Chief Executive Officer, VML Singapore, said: “Terrorism is evolving rapidly, and the way we communicate about it must evolve just as quickly. This campaign challenges stereotypical assumptions about what terrorism looks like and how it can take root in ordinary people. This empowers Singaporeans to stay alert, united and strong in protecting our communities.”

Matthias Chew, Director (SGSecure Programme Office, MHA), said: “Given that our surveys show many Singaporeans remain unconvinced that a terrorist attack can occur here, the aim of this refreshed campaign is to remind Singaporeans that terrorism remains a question of ‘not if, but when’. At the same time, we also want to show Singaporeans that anyone can take simple and practical actions to keep our community safe and secure.”

The film began rolling out across multiple media platforms on 5 March 2026.

Credits
VML Singapore
Mateusz Mroszczak, Chief Creative Officer
Gerald Chue, Group Creative Director
Gelo Lico, Associate Creative Director
Aslinda Khanafi, Senior Copywriter
Ee Min Goh, Art Director
JS Foo, Strategy Director
Fred Eng, Business Director
Hazel Lim, Account Director
Liming Yu, Account Manager
Bernice Wong, Account Manager
Ru Ying Kang, Senior Account Executive
Gisela Sim, Associate Project Director
Hogarth Singapore
Kimie Ong, Executive Producer
Production House
Freeflow Productions
Roslee Yusof, Film Director
Jill Soong, Executive Producer
Tze Ni Ong, Executive Producer
Alan Yap, Director of Photography
Spencer Wong, Offline Editor