CAMPAIGN
- About the campaign
- Previous campaigns
- Research
- Evaluation
- Resources
About the National Drugs Campaign
The Australian Government’s National Drugs Campaign (NDC) is part of the National Drug Strategy 2010-2015 and specifically aims to reduce young Australians’ motivation to use illicit drugs by increasing their knowledge about the potential negative consequences of drug use.
The National Drug Strategy 2010-2015 is the overarching policy framework across Australia for addressing licit and illicit drug issues. The National Drugs Campaign is designed to support education around illicit drug issues, and licit drug issues have been addressed through separate initiatives.
The campaign has been running since 2001 and a number of phases have focused on particular drugs, depending on emerging drug trends at the time.
National Drugs Campaign 2010–11
The most recent phase of the campaign took place from December 2010 to June 2011 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; a National Drugs Campaign website; and the
1800 250 015 information line. Youth marketing and public relations activities 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 2010–11 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.
The 2010 National Drug Strategy Household Survey provides additional intelligence on target audience age cohorts and the nature and extent of their illicit drug use.