Canada’s New National Anti-Drug Campaign

The Canadian Government's "Drugs not4me" campaign is aimed at children aged 13 to 15.The Canadian Government’s “Drugs not4me” campaign is aimed at children aged 13 to 15.A federal campaign to warn young people about the dangers of illicit drugs was launched Tuesday.

Studies have shown anti-drug campaigns aimed at teens are only marginally effective, but Health Minister Leona Aglukkaq said this one is different.

“Before, there really was no campaign to focus on young people for young people,” Aglukkaq said. “We went out and looked to the young people for feedback on what kind of message can we develop for the country.”

The “Drugs not4me” campaign is aimed at children aged 13 to 15 —the age group most likely to try illicit drugs for the first time, Aglukkaq said.

The campaign:

– Shows young people how to recognize drugs and describes what makes them dangerous.

– Includes tips on how to avoid peer pressure.

– Lists agencies that help deal with addiction.

The campaign includes a website, and ads on TV, public transit and shopping malls across Canada to help inform children that drugs are dangerous and destructive, and to counter the perception that it is all right to use illicit drugs, she said.

A TV commercial will air Dec. 28 and will also be shown in movie theatres in March.

At Toronto’s Jarvis Collegiate, students rushing back to class took a few curious looks at the anti-drug ads.

“Pretty good,” said Leo Yao. “I think so, because as a teenager we don’t really know [how to]recognize all these drugs and stuff.”

But schoolmate Faisal Nor questioned whether the message will get through to those who have it in their minds to try drugs.

The National Anti-Drug Strategy also includes plans to prevent drug use, treat dependencies and fight the production and distribution of illicit drugs.

– Article from CBC News.