CAMPAIGN

Previous campaigns

National Drugs Campaign 2010–12

The most recent phase of the campaign took place from December 2010 to June 2012 and was designed to contribute to a reduction in the uptake of ecstasy and other illicit drugs among young Australians, by raising awareness of the harms associated with drug use and encouraging and supporting decisions not to use.

The campaign featured radio, print, outdoor, online and in-venue advertising. Youth marketing activities and sponsorships were also used to target youth in engaging and meaningful ways.

Target audiences

  • Youth aged 15–21 years who are at risk of using ecstasy and/or other illicit drugs; and
  • Parents of 13–17 year olds.

Key overall messages

  • There are specific risks and harms associated with using ecstasy;
  • There are real risks and harms associated with using illicit drugs;
  • There are real benefits to not using ecstasy and other illicit drugs; and
  • There is a range of information available on the facts about using ecstasy and other illicit drugs.

Campaign elements

The National Drugs Campaign 2010–12 used primary prevention communications through advertising, public relations and promotions, resource development and online communication activities. It incorporated the development and implementation of information and resources using stakeholder networks and media in high-risk settings where illicit drug use can take place.

Emerging trends regarding illicit drugs were considered to inform the campaign's development and implementation.

National Drugs Campaign 2010 (February - June)

The 2010 campaign aimed to contribute to a reduction in the uptake of ecstasy, marijuana, methamphetamine (ice) and other illicit drugs among young Australians, by raising awareness of the harms associated with drug use and encouraging and supporting decisions not to use. It also encouraged young people using illicit drugs to re-consider their use and direct them to relevant support, counselling and treatment services.

The campaign launched in February and included:

  • integrated media activity – radio, print, outdoor, online and in-venue advertising;
  • youth marketing activities – short film competition, Rock the Schools
  • information resources;
  • a National Drugs Campaign website; and
  • the 1800 250 015 information line.

For Further information on previous campaigns please email the Drugs Campaign Team