Monday, 24 January 2011
Ecstasy Prevention Campaign
The overall aim of the Drug Aware Ecstasy Campaign is to prevent and/or delay the uptake of ecstasy use, reduce frequency and amount of ecstasy use amongst occasional and frequent users, increase access to support services at an early stage by increasing awareness and knowledge of the potential health, social and legal consequences of ecstasy use and increasing the salience of the potential risks associated with ecstasy use.
The Drug Aware Ecstasy Education 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 program generally targets the following groups state-wide:
- 12- to 24-year-old people at risk of drug use;
- 12- to 24-year-olds who are trialing or occasionally using drugs;
- regular users of drugs;
- family and friends of young people aged 12 to 24-years of age at risk of drug -related harm; and
- people attending night venues and/or entertainment events.
However, the formative research for the 2010/11 Drug Aware Ecstasy Campaign has identified a more specific target audience. Therefore the campaign will specifically target the following groups:
Primary target group: 15 to 17-year-old people who are at risk of ecstasy use, as well as occasional users (note: most crucial time to influence).
Secondary target group: 12 to 24-year-old people who are at risk of ecstasy use, as well as occasional users.
2. Objectives
The campaign has two main objectives. Firstly, to prevent and delay uptake of ecstasy amongst those at risk and reduce the frequency and amount of use amongst occasional users. This is aimed to be achieved by increasing awareness and knowledge of the potential health consequences of ecstasy use and increasing the salience of the potential risks associated with ecstasy use.
Secondly, the campaign aims to increase awareness of the available sources of information and assistance relating to ecstasy and other drugs by further promotion of the Drug Aware website.
3. Strategies
This is a multi-media campaign. Strategies include:
- 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.
MySpace Community Page: http://www.myspace.com/ecstasywa
Press Advertising (click to enlarge image)
Online Banners
