YOUNG PEOPLE TARGETED TO 'KNOW THE SCORE' ON DRUGS

THE Scottish Executive yesterday drew on a major research programme to
justify a new anti-drugs strategy putting the emphasis on positive advice
and support rather than simple condemnation.

While the hard-line "just say no" message began to be diluted some time
ago, the launch yesterday of the UKP6.3m, three-year "Know the Score"
campaign marked a move into much more pragmatic territory.

Jim Wallace, the justice minister, said it would be the biggest-ever drugs
communication drive, using advertising, a website and telephone help line.

"Young people will be targeted with messages which are shown to persuade
them to stay away from drugs, not ineffective finger-wagging," he said.

James Douglas-Hamilton, the Scots Tory justice spokesman, said the
executive's policy had moved from "ineffective finger-wagging" to
"meaningless verbiage," adding: "Jim Wallace has let the cat out of the
bag. He has finally admitted that the executive's much vaunted "war on
drugs" existed in name only. Instead of denouncing the effectiveness of a
concerted effort to overcome the drugs menace - before it had even been
seriously tried - the executive should have the courage to implement such a
policy and see it through."

But Mr Wallace rejected the charge, saying talking tough simply did not
work in the real world.

He said: "Authoritarian and paternalist messages do not work with young
Scots. Just say no has not been a line I have ever taken, but I would have
to own up and admit that was the perception. The evidence shows that just
say no has little or no impact and can even have a counter-effect."

Dr Richard Simpson, Mr Wallace's deputy, said the 22 local drug action
teams across the country would be set demanding targets and given the
opportunity to tailor the message according to local circumstances.

NFO System Three conducted two full polls of almost a thousand people a
year apart to find out what Scots really felt about the drugs problem.

A series of focus groups was then convened to probe attitudes further and
find out what the best way of getting the message across would be.

An overwhelming majority of Scots are worried about the drug problem, but
the view of younger people under the age of 24 is much more pragmatic, with
14% admitting that they are using illegal drugs and 58% saying they know
someone who does. Older people, however, were "in denial, often taking a
view that ignorance is bliss".

The new campaign, devised by Barkers, the advertising agency was welcomed
by the Scottish Drugs Forum, the Scottish Drug Enforcement Agency and by
Scotland Against Drugs.

Help young people resist getting into drug use.

Protect communities from the impact of drugs and related criminal behaviour.

Help drug users overcome their habit.

Stifle the availability of drugs on the street through rigorous enforcement.

Reduce the number of deaths associated with drug use.