National Amphetamine-Type Stimulant Strategy Background Paper

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It is important to recognise that, as with other strategies, mass media campaigns have the
potential for unintended consequences, for example by creating interest in a drug where
none previously existed, paradoxically glamorising a drug, or introducing naïve members
of the community to information about how to use a particular drug. Some campaigns risk
stigmatizing and/or marginalising users, reducing the likelihood that they will seek or be
able to access treatment. This underlines the critical importance of trialing and evaluating
campaigns to ensure that they avoid conveying messages that have the unintended effect
of increasing the acceptability or appeal of a drug, or stigmatizing users in a way that
hinders the successful implementation of a range of prevention, harm reduction and
treatment interventions.
During the consultations, a number of participants suggested that there was a need for
mass media campaigns that highlight the risks associated with methamphetamine use,
while other participants cautioned that simple ‘scare campaigns’ are rarely effective and, like
all interventions, should be evidence-based and subject to proper evaluation. For example,
two separate participants commented that:
Those like the Grim Reaper create fear and alienation; they do not change behaviour.
For those who feel socially disconnected, scare tactics may have the reverse effect.
An example of a broad-based initiative is The National Drugs Campaign, which includes,
but is not exclusively focused on, ATS. This social marketing drug prevention campaign was
initiated by the Australian Government Department of Health & Ageing and launched in May
2001. It initially targeted the broader community, with a particular focus on parents. The
campaign specifically focuses on “speed, ecstasy and cannabis’’, and includes television
commercials, print advertisements, booklets, posters and wallet cards. From April 2005,
the emphasis shifted towards targeting youth, with the development of specific advertising
strategies, information and resources on crystal methamphetamine targeted at the 18 to
25 year old market, to be made available through settings such as nightclubs, festivals and
party venues.
A campaign that specifically targeted ATS was ‘Putting the Brakes on Speed’. This
community awareness program commenced in 2006 and involved the distribution of a large
number of colourful and informative posters and related materials. The aim was to increase
awareness in the community and specifically targeted the chemical industry, hotel/motel
associations, real estate industry, scientific suppliers, and pharmacies of the existence and
indicators of clandestine laboratories. The project encouraged members of the public to
report all suspicious behaviour or purchases to the State Drug Investigation Unit Chemical
Diversion Desk.
School-based prevention activities
Many school-based prevention activities are examples of primary prevention that are
designed to prevent the initiation of drug use, and to a lesser extent, prevent problems
that may arise from drug use. In considering how to plan activities to address a specific
drug type, it is noted that school-based drug prevention approaches usually address the
broad range of drug use – that is, they aim to prevent the uptake of drugs rather than any