GOVERNMENT AD CAMPAIGN TO CURB ICE ABUSE

The State Government's initial response to yesterday's Ice Summit has
been limited to a brief, two week advertising campaign urging young
people to steer clear of crystalline methamphetamine, or "ice".

Health Minister Jim McGinty described the $75,000 advertising blitz
as a "short, sharp" immediate response to the State's growing rate of
methamphetamine use.

"We're using print and electronic communications and could eventually
develop a television campaign," Mr McGinty said.

"This is a wake-up call for young people and will keep the issue at
the forefront of people's minds."

He said he hoped to have a proposition before the State Government
within the coming weeks to implement all recommendations from the
summit.

"We want to develop a whole-of-Government strategy to tackle this
issue. This is the immediate response."

He said the latest campaign was specifically targeting people in the
14-to-24 age bracket.

"This is early intervention to stop people taking up this destructive
drug," he said.

The radio campaign targets the health aspect of methamphetamine use
including mental health issues and symptoms such as heart stress,
seizures or strokes.

The radio campaign is similar to one used last year but "tweaked" for
the purpose.

The print campaign, which will feature in youth and gay and lesbian
print media, will highlight the social impact of drug use.

Drug and Alcohol Office executive director Terry Murphy said the
youth media were widely read and would reach high-school aged
students in Perth and the State's South-West.

"This is a short burst to hit the main areas and targets. As we
further develop strategies we will roll out other
strategies."

"On the back of the summit, the two week campaign will be heard.
There is a high level of community concern and we want to capitalise
on that," he said.

"This isn't the only strategy: School drug education goes on, there
will be other advertising campaigns and a whole range of other
community strategies," Mr Murphy said.