NZ MAY USE AUSTRALIAN ANTI-DRUG CAMPAIGN

A hard-hitting Australian campaign designed to stop children taking drugs
may be adopted in New Zealand if it proves to be effective across the
Tasman, Health Minister Annette King says.

The A$27 million (NZ$33 million) television and pamphlet campaign features
shock television advertisements showing children in body bags, and drug
addicted prostitutes dreaming about a normal, happy life.

Mrs King said New Zealand had utilised Australian methods in the fight
against tobacco addiction and if their anti-drug campaign proved effective
it could be introduced in this country.

It would be similar to the horror drink-drive ads already screened on
television in New Zealand.

Latest Health Ministry figures showed about 5000 New Zealanders die each
year from drug, alcohol and tobacco use - 4500 die from tobacco related
causes, 231 deaths are alcohol related and 50 are associated with illicit
and other drugs.

National drug policy team leader Matthew Allen said while legal drugs,
namely tobacco and alcohol were the biggest problems, there was a problem
with illegal drugs.

Opiates, which included heroin, homebake and opium, synthetic drugs - those
manufactured in a laboratory using chemicals, which were mainly imported -
and cannabis, largely grown in New Zealand, had all caused deaths.

Between 1990 and 1996, 156 people died from opiate use, and a further 25
dead people were found to have opiates in their blood, he said.

Two deaths were linked to hallucinogenic drugs, which included magic
mushrooms, LSD and the amphetamine Ecstasy. There were three cannabis
related deaths during this time.

Mr Allen said before the campaign was introduced in New Zealand it would
have to be pre-tested to ensure it would work.

"Some health education programmes in the past have had a negative impact -
they've done the opposite of what they were supposed to do."

It was important the campaign had credibility. "It has to be believable and
not hyped up. It can't strike fear into the hearts of people - the messages
have to be supported by fact."

The Australian campaign will be aimed at parents, showing them how to spot
whether their children are smoking cannabis, injecting heroin, sniffing
glue, or taking designer drugs, and giving them guidance on how to tell
their children about the dangers.