MINISTER: ANTI-DRUG ADVERTS NOT STRONG ENOUGH

THE minister in charge of the drugs strategy has "serious concerns"
about this year's cocaine awareness campaign, which cost in the region
of UKP500,000.

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 UKP500,000, 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.