DRUGS CAMPAIGN EMPLOYS HUMOUR RATHER THAN HORROR

A campaign to inform people about the euphoric effects of recreational
drugs as well as their risks was launched yesterday by the Government.

The new UKP3m initiative marks a major shift from the shock tactics and
"just say no" messages of previous campaigns, to encouraging "informed
choices" about drugs. A website gives information about how to take Class A
drugs such as ecstasy safely, with details of prices, its pleasurable
effects and its risks.

Television commercials for the campaign allude to the "loved up" effects of
the drug, while also warning of the dangers. And humour rather than horror
is employed on radio advertising.

Launching the campaign, Hazel Blears, a Health minister, said: "This is a
departure from what has gone before. The days when we could tell people how
to live their lives are long gone. That kind of approach simply doesn't
work. This will be a source of high-quality advice, but in a
non-judgemental way."

Admitting that a long line of multimillion-pound initiatives had failed to
reduce drug-taking among teenagers, ministers insisted that this time they
have got it right. They have scrapped the National Drugs Helpline after
research showed that few people had heard of it or were using it. Instead,
there will be Frank - a 24-hour telephone advice service and website aimed
at 11-21 year olds and their parents.

The campaign has been devised by the trendy ad agency Mother, which
received a reputation for tapping into the trends of youth culture after it
created the Monkey character for ITV Digital. The commercials were tested
on focus groups of parents and teenagers, while drugs charities were also
consulted.

One advert that began screening on television last night showspeople
hugging strangers and lampposts, before a voice says: "If this was the only
effect of ecstasy, we would all be doing it. To find out why we are not,
talk to Frank."

Ms Blears said she wanted the campaign to provoke discussion between
parents and children about drugs. "We want the ads to spark conversation,
while Frank will give parents the information they want," she said.
"Sometimes it can seem like the kids know everything and the parents know
nothing. This will create a more level playing field."

Despite her call for more openness and honesty about the issue, Ms Blears
flatly refused to answer a question about whether she had ever been offered
drugs herself - or whether she had taken them. The Government has also
scrapped its target to halve the number of young people taking Class A
drugs by 2008. A revised pledge now states there will be "reductions" in
drug use among those under 25.

Drugs charities welcomed the new campaign but warned that it may not
deliver any reductions in drug taking.

Roger Howard, chief executive of DrugScope, said: "I do think the
Government have listened to young people, parents and organisations, and
have taken on board the message that young people do not want to be
preached at, but want accurate information. It is a brave approach because
it is recognising that young people do take drugs."