On 26 June, Hong Kong's Correctional Services Department released an AI‑generated anti‑drug video for International Day Against Drug Abuse and Illicit Trafficking. The clip depicts scenes of drug use surrounded by sleek, futuristic graphics and upbeat music, making the activity appear almost desirable.
Within hours, viewers blasted the piece on social media, arguing that it turned harmful behaviour into a spectacle. “It makes drugs look like a lifestyle,” one comment read, adding that the video could send the wrong message to teenagers.
BBC Chinese Service reporter Martin Yip has said the emergency created a flash‑point for debate on the role of media, especially digital and AI, in public‑health messaging. He notes that authorities expected the clip to draw attention and discourage drug use, but the effect may have been the opposite for some.
Experts caution that there is no “one‑size‑fits‑all” approach to anti‑drug campaigns. They stress the importance of designing campaigns that resonate with local cultures and are free from unintended glamour.
