Previous campaigns
National Drugs Campaign 2005
Phase Two of the National Drugs Campaign highlighted the harmful effects of illicit drug use with particular attention to the three most commonly used illegal drugs: marijuana, speed and ecstasy. At the same time it offered hope and positive alternatives to drug use, information on counselling services for drug users and their families, and reinforced the message that parents should talk to their children about drugs.Three parallel streams of communication activity were developed and implemented simultaneously through the campaign, recognising the need to educate and provide reinforcement amongst young people about the potential negative consequences of drug use, to provide positive modelling of alternatives to drug use, and to provide assistance to those in need.
The campaign also encouraged and assisted parents of eight to 17 year olds to talk with their children about drugs, thus discouraging drug use. For parents the campaign provided current and relevant information regarding drugs, strategies for talking with their children about them and sources of further information and assistance.
The campaign acknowledged the role and communicated with school counsellors, youth workers, general practitioners (GPs) and alcohol and drug agencies to encourage them to take advantage of the campaign’s momentum to promote their services to young people. These providers formed a key component of the third communication stream targeting youth at risk of, or currently, using illicit drugs.
National Drugs Campaign 2001
The National Drugs Campaign 2001 was designed to encourage parents to talk to their children about drugs. The campaign provided information, strategies and support to parents to assist them in their role of preventing drug use amongst their children and teenagers. Extensive research was undertaken with parents and with teenagers in developing the campaign. It was important to ensure that the campaign communication was credible and supported by young people to encourage their active engagement in discussions with their parents.- The campaign was designed to encourage parents to play an active role in preventing drug use. The campaign aimed to increase parents’ awareness in seven key areas:
- The positive influence they can have in preventing drug use.
- Types of drugs and their effects.
- The potential risks and the dangers to children and young people of using drugs.
- The substantial benefits of open and ongoing communication about drugs with their children and young people.
- The range of available resources and where to get information and support.
- Recognition that parents are powerful role models for children and young people and parents’ own drug use has an influence on the behaviour of children and young people.
Health care professionals, teachers and a number of other professional groups were provided with information about the campaign. The aim was to prepare them for an increase in requests for information and support generated as a result of the advertising and public relations components of the campaign.
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