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NewUrbanMale.com has always been the advocate for maintaining a healthy and balanced lifestyle. Therefore, when National Council Against Drug Abuse (NCADA) chose NewUrbanMale.com (hereafter known as NUM) as one of the four fashion labels to support the National Anti-Drug Campaign in 2007, NUM decided to spread the message to the best of their abilities.
NUM's Rebel Cut Jeans was introduced for this campaign. These low-waist premium jeans are stone-washed to achieve that vintage and rugged look, further enhancing the rebellious streak for the wearer. In the NCADA advertisement, the model was seen wearing NUM's Rebel Cut Jeans, with a look of nonchalance and defiance. The next visual shows a newspaper article with a report on the penalty of drug abuse.
These images were plastered across Singapore - in magazines, newspapers and even on light boxes at bus stop shelters. Targeted at the young, cool and fun individuals, these advertisements created a clear message for them to always stay drug-free. One can still look cool without the use of drugs.
NUM believed that interaction is required to make a campaign successful, and thus, customers were asked to send in images of themselves posing for pictures with the advertisements and sending these images over to NUM in order to receive a free 'SNAP ME' button. These cheeky red buttons have since been snapped up within a short period of time.
The collaboration was further enhanced when NUM spread the message by the introduction of the Anti-Drug wrist bands. The two wrist bands, white and shocking pink, were given out at NUM's fashion parties to encourage party-goers to embrace the message of staying off drugs by wearing these distinctive wrist bands. The NUM Ambassadors also helped to spread the message by wearing the wrist bands in the stores. Not only that, NUM went a step further by asking people to send in images of them wearing these wrist bands while visiting other countries. Started by NUM's director, Mr. Shenzi Chua, who first wore the wrist bands in the United States, this practice has slowly spread with the support of customers sending in images of them on holiday in England, France and even Spain, flaunting these Anti Drug wrist bands. Like the legend of the travelling garden gnomes, NUM's Anti Drug wrist bands have been making waves in foreign grounds too.
Visit http://numsuperband.blogspot.com for more information and show your support for the National Anti Drug Campaign by sending your pictures to editor@newurbanmale.com too.
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