Award: CAMPAIGN \ C32. Public Sector

Remember Us shows how public sector communications can modernise tone without compromising mandate. Central Narcotics Bureau faced a tightrope: speak too harshly and lose young audiences, speak too softly and risk appearing permissive. The campaign responded by replacing fear with empathy grounded in reality, drawing on the lived experiences of families who endure addiction’s ripple effects long after the crisis moment passes. Instead of a single-message broadcast, it built a national engagement system that combined a solemn remembrance moment with human-centred films, an experiential exhibition in a high-traffic public space, school-based outreach and social storytelling that met audiences where they are. By making harm discussable and emotionally credible, the campaign strengthened public understanding, encouraged family conversation and generated meaningful national participation.