THE minister in charge of the drugs strategy has “serious concerns” about this year’s cocaine awareness campaign, which cost in the region of €500,000.
John Curran conceded he has serious concerns that the state didn’t get out the right message on cocaine to young people.
“Certainly, I don’t feel the campaign really delivered a strong enough message,” said Mr Curran. “I’m not sure running a single drug campaign is the way to go, I’ve serious concerns about it.”
The minister of state said the next drugs strategy, due at the end of the year, will place renewed emphasis on prevention and awareness.
He told the Irish Examiner there were concerns that the school prevention programmes were “not having the impact” they should have.
The emphasis on prevention follows mounting signs of a worsening drugs problem, reflected in significant increases in drug use and massive hikes in drug seizures.
Mr Curran said the National Drugs Awareness Campaign, which was launched last February and which focused on cocaine, didn’t seem to work.
He said he thought it possible the concentration on cocaine in the campaign was “driven by perception” and the media profile the drug had at that time.
The campaign, called The Party’s Over and run by the HSE, highlighted the personal and financial cost to users.
It used outdoor advertising, washroom, digital and radio advertising as well as an infoline and a text information service. It had a budget of €500,000, which was seen by many as inadequate.
“I’m not an advertising expert, but if a campaign is to be successful it has to be planned out.
“Instead of being a one-off, it needs a continuing momentum behind it,” said Mr Curran. He indicated there would be more emphasis on awareness and education in the next strategy.
The Dublin Mid-West TD said the school education programmes — delivered as part of the Social, Personal and Health Education (SPHE) programme — were not having the necessary impact.
Source: Irish Examiner, 14/07/2008
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