Objectives:

• To increase knowledge about the harmful aspects of illicit drug use among the target group.
• To raise awareness of ways to minimise risk for those who cannot be dissuaded from using illicit drugs.
• To raise awareness of the risks associated with mixing drugs and alcohol.
• To raise awareness of the risks associated with mixing different types of drugs.
• To raise awareness that possession of cannabis is against the law.
• To raise awareness of the health effects of drugs such as cannabis, Ecstasy and cocaine.
• To encourage the target group to be more aware of their personal safety.

Background:
In June 1999 the HPA carried out a qualitative study of the 18-30 age group. This research clearly demonstrated that there was a strong 'clubbing' culture in Northern Ireland, and that there was an expressed need for information about drugs and drug taking among this age group.

In February 2000 the Agency commissioned a detailed quantitative study of this cohort and the results again clearly demonstrate that there is a group of 18-30 year olds who are taking illicit drugs associated with the dance and club scene on a regular basis. The survey also confirmed the findings from the qualitative research that there is an expressed need for more information. Fifty five percent of those surveyed reported they knew little bits but not enough, very little, or nothing at all about drugs; 87% said they felt there was a need to target a public information campaign at 18-30 year olds, and 46% said they felt posters in clubs and bars to be most useful.

This research indicated a need for an information campaign targeting 'clubbers' aged 18-30 years. In particular, this group felt information posters, placed in the toilets of pubs and clubs would be a good way of reaching people like themselves.

The main aim of the Drug Strategy for Northern Ireland published in 1999 is to reduce the level of drug-related harm in Northern Ireland. Public information has been identified as an important part of this strategy.

The campaign:
In 2001 the campaign included the production of ten A4 posters with information about the following issues: the harmful effects of taking Ecstasy, speed and cocaine; safety information if taking Ecstasy and dancing; the dangers associated with mixing drugs and alcohol and with mixing drugs; date rape and drinks spiking. In developing the posters, focus groups were used to pretest a range of concepts and messages with the target group.

The posters were displayed in frames in the toilet areas of more than 80 pubs and clubs across Northern Ireland that are popular with the target group. Some poster units also carried a dispenser containing a credit card sized leaflet on drugs.

The campaign was launched at one of the clubs displaying the posters.

In February 2003 a new series of posters and a leaflet was produced following pretesting with the target audience. Eight A4 posters were developed. The new posters dealt with similar issues to those featured in the posters developed in 2001. A poster was developed about the effects of drugs and driving, an issue which had not featured in the 2001 campaign.

In January 2004 the HPA produced a new poster on cannabis following reclassification of the drug from class B to class C. The poster highlights that cannabis is still illegal, still harmful and you can still be arrested for possession of this drug. The poster was displayed in the washrooms of pubs and clubs during February and March. A radio advertisement was also produced highlighting similar facts to the cannabis poster. The radio advertising aired for four weeks from 29 January on Downtown Radio, Cool FM, Belfast City Beat and Q102 FM.

In November 2005 a new series of posters was developed following pretesting with the target audience. Seven A4 posters were developed. This new series of posters provides information on drugs such as cannabis, cocaine and Ecstasy as well as drinks spiking, mixing drugs, mixing drugs and alcohol and personal safety. The new posters offer a fresh presentation to the issues around drug misuse. A new design was also developed for the campaign leaflet that was produced to accompany the earlier posters.

Evaluation:
An evaluation of the 2001 campaign, which surveyed 392 young people, found that 71% had seen at least one poster related to this campaign. The most commonly recognised poster was ‘Taking speed can really bring you down’. Only 14% had seen the drugs leaflet. The main messages of the campaign were perceived to be ‘don't leave drinks unattended’ and ‘Ecstasy can cause brain damage’.

Respondents said that as a result of the campaign they were more aware of the effects and risks associated with taking drugs. Fourteen percent said that their opinion of drugs had changed as a result of seeing the posters and that they would be put off taking drugs. A quarter said they would now try to put their friends off taking drugs. Overall the response to the poster campaign among young people surveyed was very positive. Ninety two percent said the posters were clear and easy to understand and 86% agreed that they were a good way to highlight the dangers associated with drugs.

The evaluation also included a telephone survey of venue owners. Overall the majority of these felt that the campaign was effective at getting information about drugs to young people and stated that they would be willing to participate in future campaigns.