‘What Would You Do When Terror Strikes?’: MHA and VML Singapore launch SGSecure social experiment web series on public vigilance

As part of ongoing efforts to raise public awareness of the threat of terrorism, encourage vigilance among Singaporeans and equip them with the knowledge to act decisively in emergencies, the Ministry of Home Affairs (MHA), in collaboration with VML Singapore, released their first SGSecure social experiment web series – “What Would You Do When Terror Strikes?” – in July 2025.

 

The three-part web series adopts bold, high-impact terror simulations to uncover the public’s and local content creators’ – including Benjamin Byrne, Darshen, Lingyi, Munah, Runner Kao, Samantha Tan, Scott Van Der Ven and Zaki – attitudes and responses towards potential terror threats. Since its launch, the campaign has garnered more than 1.1 million views across TikTok, Instagram and YouTube, with view-through rates exceeding 46%, reflecting strong public engagement and resonance with the message.

Living in one of the safest countries in the world, Singaporeans may believe that a terror attack is unlikely to occur and so the threat is not at the top of their minds. To remedy this, VML had worked with MHA to test fresh, unexpected approaches to spark public attention – and remind citizens that the threat of terrorism remains real and present.

Episode 1 features eight well-known local content creators, paired into four teams, who were confronted with a simulated armed intruder attack in a workplace setting. Their real-time reactions are captured, allowing audiences to relate to familiar faces while raising curiosity and awareness about SGSecure advisories, such as ‘Run, Hide, Tell’ and ‘Press, Tie, Tell’.

Episode 2 brings the social experiment into a public setting, where a suspicious unattended suitcase containing a “bomb” is placed in a high traffic area to observe how the public would respond.

Episode 3 heightens the stakes further with a car bomb simulation, where a car is filled with gas cylinders and wires to test public alertness and willingness to take action.

The web series revealed important insights into Singaporeans’ behaviours and attitudes when confronted with such threats. It also highlighted the urgent need for members of the public to remain vigilant and to act decisively – including reporting suspicious items or behaviours without hesitation.

“While Singapore is safe, we cannot afford to take our security for granted,” said Nimesh Desai, Chief Executive Officer, VML Singapore. “This web series reminds us that vigilance is everyone’s responsibility. Terrorism is a threat that requires a united and alert community to stand strong against it.”

Matthias Chew, Director (SGSecure Programme Office, MHA), said: “Precisely because Singapore is generally a safe country, the threat of terrorism may not be top of mind for many. The social experiments indicate a clear opportunity to strengthen our community’s vigilance and response to potential security threats. When we stay vigilant, respond effectively, and stay united in the aftermath, we become a society that is hard to attack and impossible to break.”