Virtual idol group PLAVE is partnering with the Seoul Metropolitan Government to launch anti-drug awareness content.
On the 19th, PLAVE announced that they would produce and release a campaign video titled “No ‘What If’ in Drugs” in collaboration with the city of Seoul, targeting young people and teenagers. In the video, they deliver a heartfelt message: “If you are going through difficult times, we hope our music can be a small comfort. Don’t make bad choices—let’s overcome this together.”
With drug-related crimes increasingly spreading among younger age groups, the city of Seoul has been searching for more effective ways to deliver prevention messages to teenagers and young adults. The city explained that PLAVE was chosen as a campaign ambassador because the group could convey warmth and authenticity, helping young audiences open their hearts to the message.
In particular, this campaign will be carried out in a participatory format, encouraging fandom involvement to effectively spread the anti-drug message among people in their teens and twenties. PLAVE’s fandom, PLI, will join the effort through interactive online activities such as “SNS hashtag certification” and “relay support messages.” The message “No ‘What If’ in Drugs” will be naturally shared within peer culture and daily life, contributing to building a safer, drug-free city.
The campaign video was released on the 18th through the official Seoul City YouTube channel. It will also be featured across more than 120 digital billboards in the city, including Gangnam-daero Media Poles and K-POP Square Atrium, as well as on the Seoul City bulletin board, city buses, apartment TVs, and various social media platforms.
Meanwhile, on the 12th, PLAVE was appointed as an ambassador for “2025 Startup Seoul.” The group also successfully kicked off their first Asia tour “DASH: Quantum Leap” with a Seoul concert, marking the beginning of their full-scale tour.
Written by Yoon Sang Geun
Translated by Lee So Yun
