Drug ads hit target
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Brandon Roberts, 24, of Bendigo, who saw the television ad and called the Helpline. |
A realistic drug advertising campaign on cannabis, ecstasy and heroin abuse will be extended to next year after receiving more than 1,700 calls in its first six weeks.
Health Minister John Thwaites said the realistic nature of the ads meant they were getting through to young people—and that is why the campaign is being extended.
Director of Turning Point Alcohol and Drug Services Margaret Hamilton said the initial weeks of the campaign highlighted cannabis as a major issue with six out of 10 users calling the 24-hour Helpline with a cannabis problem.
‘For a young person to identify with the ads and then dial for help is very encouraging.
‘So far hundreds of people have been linked to treatment and are getting their lives back on track,’ Professor Hamilton said.
‘The Helpline calls have been very significant because we are tapping into a new population of users.
‘What we have discovered is that these are young men who are in significant marijuana trouble,’ Professor Hamilton said.
The 24-hour helpline is run by trained drug counsellors who provide information, support and referral to drug treatment services state-wide.
One person who has already been helped after strongly identifying with the cannabis ad is 24-year-old Brandon Roberts from Bendigo.
‘When I first saw the TV ad I thought ‘this is me’.
‘It was the first time I’d seen anything that offered real help for my problem,’ Brandon said.
‘Now that I have been clean for more than a month I feel I have got my life back.
‘I’ve now got a job, go to the gym and am much more confident about the way my life is going,’ he said.
Minister Thwaites said much of the success of the ad campaign could be attributed to the actors playing the recovering drug users.
‘They were totally believable and added credibility in circumstances where it would have been impossible to use real users.
‘These ads have been incredibly successful because the calls indicate we have been able to target a section of the population who are using too much marijuana and want help.’
The ad campaign is designed to communicate, educate and alert young people about how their lives can be damaged through drug abuse.
• Help is available on a confidential basis 24 hours a day by calling 1800 888 236 or accessing the campaign website at www.drugs.vic.gov.au.