Hong Kong’s Correctional Services Department (CSD) faced significant backlash after an AI-generated K-pop-style girl group intended to discourage drug use appeared to glamorize substance abuse. The campaign, titled Obsession: The Sugar-Coated Trap, used upbeat music and colorful idols to represent various drugs, leading viewers to criticize the tone as counterproductive to its cautionary mission.
Why did the CSD’s AI campaign fail to discourage drug use?
The department released the video on its social media accounts on June 26. It featured four AI-generated idols, each named after a specific substance: Weedy (cannabis), Coke (cocaine), Icy (crystal meth), and Little E (etomidate). Instead of a traditional warning, the characters used upbeat, catchy taglines to describe their effects.
According to reports, the characters’ dialogue contributed to the controversy. Weedy sang about a “romantic puff of smoke” to forget worries, while Coke promised to keep the mind sharp. Icy offered an “out-of-body experience,” and Little E claimed to “take you to space.”
Viewers responded by stating the video’s campy, music-video style made the drugs seem attractive rather than dangerous. The upbeat tone clashed with the department’s goal of drug prevention, causing the content to go viral for the wrong reasons.
The AI characters were specifically designed to represent four different substances: cannabis, cocaine, crystal meth, and etomidate.
How did the department attempt to correct the messaging?
The CSD took the original video down following the public outcry. They attempted to pivot by uploading an edited version that included a more direct warning. This revised footage showed the four idols transforming into unattractive elderly men behind bars, ending with the text: “Drugs are extremely harmful and can ruin a life.”
This second attempt also failed to achieve its goal. The department removed the revised version shortly after its upload because many viewers reportedly did not watch long enough to see the cautionary ending. The initial, more “glamorous” segments of the video remained the primary takeaway for much of the audience.
Comparison of Campaign Versions
| Version | Visual Style | Intended Message | Result |
|---|---|---|---|
| Original | Colorful K-pop idols | Discourage drug use | Accidental glamorization |
| Revised | Idols turning into elderly men | Show the consequences of drugs | Viewers missed the ending |
What are the emerging trends in AI-generated public messaging?
The CSD incident highlights a growing phenomenon where AI-generated content creates an “accidental fandom.” Even though the campaign intended to warn against drug use, netizens treated the AI idols like real K-pop stars. Memes of the characters spread across the internet, and users began recreating the catchy taglines.
This behavior has led to the circulation of fan-made merchandise, including stickers and photo cards. This suggests a future trend where high-aesthetic AI characters may inadvertently build brand loyalty or subcultures that exist entirely separate from the creator’s original intent.
For organizations using AI to reach younger audiences, this presents a significant risk. If the visual appeal of an AI character is too high, the “aesthetic” can easily override the “message.” This creates a tension between using modern, engaging tools and maintaining the gravity required for public service announcements.
When using AI influencers for serious topics, ensure the visual tone matches the gravity of the subject matter to prevent “message dilution” through aesthetic appeal.
Frequently Asked Questions
What was the name of the AI drug awareness video?
The video was titled Obsession: The Sugar-Coated Trap.
Why did the Hong Kong CSD remove their AI video?
The department removed the original video due to backlash from viewers who felt the upbeat K-pop style glamorized drug use. They later removed a revised version because viewers were missing the cautionary message at the end.
What drugs did the AI characters represent?
The characters Weedy, Coke, Icy, and Little E represented cannabis, cocaine, crystal meth, and etomidate, respectively.
What do you think about the use of AI idols in public service announcements? Should they be used to engage younger audiences, or is the risk of glamorization too high? Let us know in the comments below.
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