Monday, 16 February 2009
Drug Aware Amphetamine Campaign
The evaluation of the previous Drug Aware Amphetamine campaign earlier this year found there was a reported 60% prompted awareness of one or more elements of the campaign, a significant increase from the 35% of previous Drug Aware campaigns. Three in five respondents indicated that the campaign had increased their knowledge of amphetamine use. The general awareness of amphetamines as an issue was high, and the use of statistics proved to be highly effective in conveying messages.
These solid results led to the development of the campaign and provides confidence that the campaign is heading in the right direction.
The new phase of this multi-media campaign uses statistics and realistic portrayals of the harm, as has previously proven to be successful with the target group. Strategies that have been developed include:
- Radio advertising on metropolitan youth stations and regional youth radio stations;
- Internet advertising;
- Bluetooth and convenience advertising in night venues and at entertainment events;
- Use of new youth media such as YouTube; and
- Use of social sites such as Facebook, Messenger, Hotmail and MySpace.
All media promotes the Alcohol and Drug Information Service where possible and links with Healthway sponsorship activities to leverage the campaign’s messages.
If you would like any further information about the Drug Aware Amphetamine Campaign or the Drug Aware Amphetamine website, please contact Jo Burnett, Drug Programs Senior Project Officer, Drug and Alcohol Office on (08) 9471 0406 or jo.burnett@health.wa.gov.au or visit www.amphets.com.au