The spotlight on teenagers taking drugs, following the revelations
about Prince Harry using cannabis, is set to increase with a £1.5
million campaign created by St Luke's to promote the National Drugs
Commissioned by the Home Office, the campaign aims to help achieve the
Government objectives of reducing the number of under-25s taking Class A
The campaign, supported by the Department of Health and the Department
for Education and Skills, specifically targets 15- to 17-year-olds -
considered the age band in which the most exposure and experimentation
with Class A drugs begins.
The campaign aims to encourage young people to reconsider their reliance
on their friends for information on drugs and their side-effects.
The press ads show eight real teenagers on a night out answering a
question. One execution says: "What do you know about cocaine?", while
the other asks: "What do you know about ecstasy?". They offer
contradictory replies, both negative and positive. The last teenager is
a National Drugs Helpline representative, portrayed in the same style as
the others, but giving the correct information.
The radio ads feature teenagers answering similar questions. Night club
flyers, postcards and washroom posters will also hope to communicate
with teenagers in the places they are most likely to encounter
The campaign was written by Tom Childs and art directed by Ed
The press campaign was shot by Alan Clarke through Balcony Jump. Media
is planned by Manning Gottlieb Media. Press buying is by MediaCom and
radio buying is handled by OMD.