National Drugs Campaign Research
Formative Research
Formative research was conducted in 1999-2000, 2003 and 2006 using qualitative and quantitative research to inform the development of the National Drugs Campaign in 2001, 2005 and 2007.The research projects explored youth attitudes towards and behaviour in relation to illicit drugs. The research also examined positive and negative perceptions of drug use, examined key drivers and barriers to trial and identified effective channels with which to communicate with young people in relation to drugs.
The research results indicate how young Australians clearly differentiate between the image and perceived effects of specific illicit drugs, and the 'types' of people who use these different drugs. This finding confirms earlier research about the importance of targeting communication about particular drugs, rather than simply grouping all drugs together. This research also identified different segments of young people, defined by clusters of particular attitudes to drug use and their lives, which have been critical to the formulation of the campaign strategy.
In particular the research helped develop the campaign's youth target audience segmentation according to attitude, and fed into the development of the four youth television and cinema commercials depicting the negative consequences of using ice (methamphetamines), marijuana (cannabis), speed (amphetamines) and ecstasy.
The formative research project was conducted with people aged 12 to 24 years and involved a qualitative and a quantitative stage, consisting of mini-group discussions, face-to-face and telephone interviews.
Literature Review - In 2006, the Department commissioned the National Drug and Alcohol Research Centre (NDARC) to produce a monograph exploring illicit drug use in Australia, with a particular focus on meth/amphetamine, cannabis, ecstasy, cocaine, LSD and heroin. The report includes information on prevalence, harms, characteristics of users and drug use patterns. The monograph was published in 2007.
2003 Research report (PDF 434 KB)
More information on campaign research is availabe on this website.
Evaluation Research
Following the conclusion of the 2007 Phase Three NDC, a quantitative telephone survey with 600 parents of children aged 12-17 years was conducted, and another with 1,800 youth aged 13-24 years.National Drugs Campaign: Evaluation of Phase Three: April 2008
The 2005 campaign was evaluated using national quantitative telephone surveys among young people aged 13 to 24 years and parents of 8 to 17 year olds. Surveys were conducted prior to the launch of the campaign and following the main period of campaign activity.
National Drugs Campaign 2005: Evaluation of Phase Two: March 2006
The 2001 campaign was evaluated through a series of telephone surveys with parents, parents from a non-English speaking background (NESB), the general community, and young people.
The evaluation surveys found:
- Ninety-seven per cent of parents recognised at least one element of the campaign.
- Recognition was also extremely high amongst youth (97 per cent), community members (96 per cent) and NESB parents (86 per cent).
- Three in five parents (60 per cent ) reported that the campaign had made it easier to talk to their child/ren about illegal drugs
- One in two youth (51 per cent ) reported that the campaign had made it easier to talk to their parent/s about illegal drugs.
- Half of all parents who recognised the campaign said that the campaign had prompted them into action.
- Parents said that the campaign increased their knowledge about drugs and helped them talk about drugs with their children.
National Drugs Campaign 2001: Evaluation of Phase One: April 2003 (PDF 736 KB)
Top of page