Tuesday, 16 August 2011
Cannabis Messes With Your Mind Campaign
The overall aim of Drug Aware Cannabis Prevention Campaign is to prevent cannabis use amongst young West Australians, intervene early with those who use cannabis and encourage and support problem cannabis users to quit or cut down. The campaign also outlines the recent Cannabis Law Reform and increase awareness of the new laws surrounding cannabis use and possession.
The Drug Aware Cannabis Prevention Campaign is a joint initiative of the Drug and Alcohol Office and the Western Australian Network of Alcohol and Other Drug Agencies (WANADA).
1. Target group/s
The Drug Aware Cannabis Prevention Campaign targets the following groups:
- 12- to 19-year-old people who have not used cannabis or are contemplating using cannabis
- 14- to 29-year-old people who use cannabis occasionally
- 14- to 29-year-old people who use cannabis regularly
- Aboriginal and Torres Strait Islander people who use cannabis regularly in high use regional areas (e.g. Kimberley and Goldfields)
- General community in Western Australia
2. Objectives
The campaign objectives are:
- To prevent and delay the onset of cannabis use.
- To reduce the amount and frequency of cannabis use by occasional and regular cannabis users.
- To increase the number of people attempting to quit cannabis use.
- To increase awareness about the risks associated with cannabis use amongst parents, the general community and people who use cannabis.
- To increase the awareness about the laws surrounding cannabis possession and use.
- To increase awareness of the available sources of information and assistance relating to cannabis and other drugs by further promoting the Drug Aware website.
3. Strategies
This is a multi-media campaign. Strategies include:
- Cinema advertising;
- Outdoor advertising;
- Radio advertising on metropolitan stations and various regional radio stations;
- Youth street press and festival guides;
- Internet advertising; and
- Exploration of new youth media such as ‘You Tube', Twitter and Myspace.
- Communication Development Strategy
4. Campaign Materials
Flow charts - Paranoia / Short Term Memory Loss / Depression (click to enlarge image)
These conacets have also been animated. Click here to view.
Long Copy (click to enlarge image)
Poll (click to enlarge image)
Our Landmark Billboard (click to enlarge image)
Radio Advertisements
Mental Health
Angry Outbursts
Aboriginal Radio ad - Metro
Aboriginal Radio Ad - Regional