Dept of Health

Drug Help

The latest work in the National Drugs Campaign deals with Ice and party drugs, and also targets parents.

Using a reverse filming technique, the Ice communications encourages those experimenting with the drug to ‘Take your life back from Ice’, by accessing the help and support that is available.

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The perception that party drugs such as ecstasy are not really dangerous is challenged in a number of real stories, with ‘The risks are real’ themed executions demonstrating just some of very real consequences which can occur with taking party drugs.

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Additionally, information specifically targeting parents informs them of the importance of being ready for a conversation with their kids about modern drugs. While they may think their kids would go elsewhere for information, the reality is that 1 in 3 say they would turn to their parents for advice on drugs.

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This hard-hitting commercial, which introduced the National Drugs Campaign, showed the ways illicit use of the drug Ice touches the lives of everyday Australians, from families and work colleagues, to those in the front line emergency services. Executions ran across TV, cinema, YouTube and social media. 4.25 million YouTube views and an 80% recognition of the advertising amongst the ‘at-risk’ youth target audience helped make Ice an important dinner-time conversation across the nation.

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