4. Justifications of campaign 1. Background Based on the National Drug Strategy Household survey: 38.1% of Australians aged over 14 years had used an illicit drug at some time in their lives and 13.4 per cent had used illicit drugs in the previous 12 months There were approximately 73,000 dependant methamphetamine (ICE) users in Australia.
5. Justifications of campaign (continue) 1. Background Illicit drug use has many social, health and economic impacts on Australian society: Social> One in ten prisoners were imprisoned for drug-related offences. Health> Addiction, mental disorder (depression, panic attack, etc) skin lesions, higher risk of cancers, violent behaviour, heart failure, and more. Economic> Estimated cost of illicit drug use to the Australian community in 2004-05 was estimated to be $8.2 billion.
6. How was the campaign developed? Current research Advice of experts in the drug and alcohol field Australian National Council on Drugs (ANCD) Campaign Reference Group. 1. Background
7. Overall Objectives Reduce young Australians’ motivation to use illicit drugs Educate and communicate the consequences of illicit drug to the Australians, especially the youths. 1. Background
9. About the campaign 2. Timeline Ongoing Campaign since 2001- Present 4 phases *Mostly literature review
10. The 4 Phases Phase One of the campaign Launched in March 2001 Targeted at parents of children aged 8 to 17 years old Main objective is to encourage parents to talk to their children about drugs. Provided information, strategies and support to parents to assist them in their role of preventing drug use amongst their children and teenagers. 2. Timeline
11. The 4 Phases (continue) Phase Two Launched in April 2005 Targeted directly at the youths Highlighted the harmful effects of illicit drug use with particular attention to the three most commonly used illicit drugs: marijuana, speed and ecstasy 2. Timeline
12. The 4 Phases (continue) 2. Timeline Phase Three Launched in August 2007 Built on the earlier 2 phases Targeted at youths, parents and social/community organisations(healthcare, welfare, social groups) Particular attention paid to the abuse of marijuana, ecstasy and amphetamines among young people Offered hope and positive alternatives to drug use, information on counselling services for drug users and their families, and reinforced the message that parents should talk to their children about drugs
13. The 4 Phases (continue) Phase Four (ongoing) Launched in August 2008 Targeted at mainly the methamphetamine ‘ICE’ abusers Objective is to reduce the use of ‘ICE’ among youths 2. Timeline
15. Objectives of Phase 3 Reduce the proportion of young Australians using illicit drugs. Increase the parents’ awareness and competency to prevent illicit drugs among the youths. 3. Overview of Phase 3
18. Formative Research for Phase 3 4. Formative Evaluative Research of Phase 2 campaign National quantitative telephone surveys among young people aged 13 to 24 years and parents of 8 to 17 year olds. Literature Review (2006)- Monograph on illicit drug use in Australia Includes information on prevalence, harms, characteristics of users and drug use patterns Based on past NDS surveys Findings of use of each drug Harms of each drug Trends of use of each drug
20. NDS Survey findings: Ice Imported high purity crystalline methamphetamine has become a significant feature of the Australian drug market Smoking crystalline methamphetamine has emerged as a new pattern of drug use Methamphetamine-related arrests and hospital admissions for methamphetamine psychosis have increased 4. Formative
22. NDS Survey findings: Ice (continue) 1.5 million Australians have tried ice Difficult to define typical characteristics Majority of users are young adults who are socially networked with other users of the drug They live in shared accommodation or with their parents They tend to have a lower income Taking up a variety of non-skilled and semi-skilled occupations 4. Formative
29. Campaign Messages for the youths There's a downside and no real benefits to using illicit drugs. You can enjoy life without taking illicit drugs. There are people who can help you if you're worried about drug use. 5. Outreach Strategy
30. About the outreach strategy The outreach strategy seeks to both educate and communicate the consequences of illicit drug use by staging credible, evidence based depictions of negative drug-related outcomes from using ice, ecstasy, cannabis and speed. The campaign’s ice TV commercial, ‘Don’t let ice destroy you’ specifically focuses on the problem of ice use among young adults. The “Where’s your head at” wallet cards and booklets for young people are available via the website, containing facts on illicit drugs as well as information on how to get support for drugs and other problems. The booklet also promotes alternative ways to lead an exciting life. 5. Outreach Strategy
31. Channels – For Parents TV commercials Print advertisements Information Booklets Audio-version of the booklet Tips Sheet 5. Outreach Media
32. Campaign Messages for the parents Drugs destroy your children’s life. You can and should play a part in preventing drug use. “Who’s talking to your kids about drugs, if you’re not?” 5. Outreach Strategy
33. About the outreach strategy The outreach strategy seeks to raise parents’ awareness towards the consequences of illicit drug use by staging credible, evidence based depictions of negative drug-related outcomes from using ice, ecstasy, cannabis and speed. The campaign’s print advertisement, ‘Who’s talking to your kids about drugs, if you’re not’ highlights the importance of parents’ role to prevent illicit drug use among young adults. The information booklet available via the website, containing facts on illicit drugs as well as information on how to get support for drugs and other problems. 5. Outreach Strategy
36. Parents Survey 6. Evaluative Parents with children aged 12–17 years Telephone survey of 600 parents Campaign awareness, campaign recognition and message recall, and reported action taken as a result of the campaign.
37. Findings: Campaign awareness 6. Evaluative 77% of parents said they had recently seen, read or heard advertising about illegal drugs. 64% mentioned elements of the NDC when asked to describe the advertising they had seen.
38. Findings: Campaign recognition and message recall 6. Evaluative 70% recognition for youth TV ad 77% recognition for Parents TV commercials ‘Lost Dreams’ 51% recognition for ‘Ad Within Ad’ 41% of parents recalled seeing press advertising about illegal drugs
39. Findings: Campaign recognition and message recall (continue) 6. Evaluative 65% had seen the advisory booklet ‘Talking to your kids about drugs Of these, 54% had read at least some of the booklet and Of those who had read it, 85% considered it to be either very or somewhat useful. Overall, 95% of parents recognised at least one element of the NDC.
40. Findings: Reported action taken as a result of the campaign 6. Evaluative 67% felt the Phase Three NDC had made it easier to talk to their children about drugs 47% claimed to have discussed drugs with their child as a result of seeing the campaign Findings from the parent surveys indicate that the campaign has continued to be very effective in reaching its target audience and in increasing the incidence of conversations that parents have had with their children about illegal drugs Campaign appears to have had a little more impact amongst some parent subgroups than others
42. Youth Survey response of young people aged 13-24 telephone survey of 1,800 young people campaign awareness, recognition and message recall, and reported action taken as a result of the campaign 6. Evaluative
43. Findings: Campaign awareness 82% of 13-24 year olds said they had recently seen, read or heard advertising about illegal drugs 72% mentioned elements of the NDC when asked to describe the advertising they had seen. 6. Evaluative
44. Findings: Campaign recognition and message recall 6. Evaluative 97% of 13-24 year olds recognised at least one element from the Phase Three NDC, particularly the Youth (88%) and Parents (79%) TV commercials.
45. Findings: Campaign recognition and message recall (continue) Advertising recognised by 31% of 13-24 year olds 46% had seen the Parents booklet ‘Talking to your kids about drugs’ 18% had seen the Youth booklet ‘Where’s your head at’ Recognition of most campaign elements was lower amongst young people from households where a language other than English is mainly used. 6. Evaluative
46. Findings: Campaign recognition and message recall (continue) 82% of young people aged 13-24 years were able to recall some recent advertising about illegal drugs 72% were able to describe images or messages which were consistent with the campaign. Virtually all (97%) young people recognised at least one element. 6. Evaluative
47. Findings: Reported action taken as a result of the campaign 78% of 13-24 year olds felt the campaign had influenced what they did or thought about illegal drugs They think more about illegal drugs and the consequences of their use, to avoid their use or to receive confirmation of a pre-existing negative view of drugs or a decision not to use them. 6. Evaluative
48. Findings: Reported action taken as a result of the campaign (continue) 59% felt the campaign had made it easier to talk to their parents about illegal drugs. 38% of 13-17 year olds claimed to have done so in the previous two months up. Decrease in the proportion of 13-24 year olds ‘at risk’ of accepting a friend’s offer of marijuana, ecstasy or speed. 6. Evaluative
49. 7. Critique of the campaign's formative research, evaluative research and outreach strategy.
50. Critique of Formative Research 7. Critique Relies heavily on past literature reviews and surveys Highly educated people might have been under-represented in drug use surveys conducted earlier. Lack of research on the most effective ways to reach out to the target audience. The drug terms were not clearly defined in the formative research. Drug terms like methamphetamine, ice, speed, crystal which mean the same type of drug, are used interchangeably throughout the formative research.
51. Critique of Evaluative Research There was no clear reason why the parents of children aged from 8 - 11 years old were left out from the evaluative research (parents survey). There was also no evaluative research done on the other group of secondary audience (people in the health, welfare and social professions) 7. Critique
52. Critique of Outreach Strategy Focused mainly on the English-speaking youths and parents and overlooked the importance of reaching out to the non-English speakers. Passive and mainstream outreach channels used Not all secondary target audience are addressed (for example, people in the healthcare, welfare and education profession) 7. Critique
54. Discussion Question Why were parents of children aged from 8 - 11 years old left out from the parents survey? Remember: Originally targeting parents of children aged 8 - 17 8. Discussion
55. Our Answers 1. Why were parents of children aged from 8 - 11 years old left out from the parents survey? Perhaps… Children at the age of 8 to 11 are not critically at risk Lack of resources Intentionally excluded this group because their results could affect the results of the campaign’s effectiveness evaluation adversely. 8. Discussion
56. Discussion Question 8. Discussion 2. How effective do you think this ad (Lost dreams) is?
57. Our Answers 8. Discussion 2. How effective do you think this ad (Lost dreams) is? Cognitive Dissonance Theory Inconsistent cognitions of ‘dreams’ and ‘taking drugs’ leads to attitude change Utilises Aaronson’s self concept dissonance theory by highlighting the effects of talking ice
58. Our Answers 8. Discussion Elaboration Likelihood Model Central Route- central persuasive cues (strong narration), images reflecting spoken message, informative language Peripheral route- uses non-cognitive cues (emotion), expert source & fast pace.
59. Discussion Question 8. Discussion 3. Which advertisement do you think is more effective?
60. Our Answers 8. Discussion 3. Which advertisement do you think is more effective? Lost Dreams ad as it used the emotional appeal. The youth who are the target audience are at the age where there are a lot of aspirations they want to fulfill and highlighting the possibility of them not being able to do what they want is impactful.
61. Discussion Questions 8. Discussion 4. What improvements do you think can be made to the campaign?
62. Our Answers 8. Discussion 4. What improvements do you think can be made to the campaign? TV ads are the most remembered tool 78% of parents recalled 73% of youth recalled Hence, they should tap on this media and translate the TV ads into other languages of the Australians too. They should take more proactive measures like outdoor events and getting schools and other institutions to actively participate in the activities instead of passively waiting for the schools and social organizations to approach them.
63. Discussion Question 8. Discussion 5. Do you think this campaign would be successful if applied in Singapore?
64. Our Answers 8. Discussion 5. Do you think this campaign would be successful if applied in Singapore? Yes. The ads used in this campaign take on the approach of emotional appeals. We feel that ads like ”lost dreams” can have a bigger impact. We feel that parents should be the secondary audience given that Singaporeans inherited Asian values (collectivism) and the family unit plays a major role in cultivating values since young.
Foreseeing that this alarming trend would have an adverse impact on the Australian society, Australian Government felt a need to address this problem and allocated more than $30 million (AUD) for the National Illicit Drugs Campaign (NIDC)
The Campaign Reference Group has provided expertise in relation to the harms caused by illicit drugs and preventing drug use throughout all phases of the National Drugs Campaign.
by increasing their knowledge about the potential negative consequences of drug use.use by staging credible, evidence based depictions of negative drug-related outcomes from using ice, ecstasy, cannabis and speed.
The national drug campaign is an ongoing campaign from 2001 to present.There are 4 phases involved. Formative research was conducted in 1999-2000, 2003, 2006 and 2007 using qualitative and quantitative research to inform the development of the National Drugs Campaign in 2001, 2005, 2007 and 2009.These are the research that have been done for the campaignEvaluative Research For youthAwarenessAttitudesLikelihood of accepting drugs For ParentsAwareness of parentsHow much parents communicate
‘ice’
-Service providers (counselling, treatment and support)-GPs and health care practitioners
The Department commissioned the National Drug and Alcohol Research Centre (NDARC) to produce a monograph exploring illicit drug use in Australia, with a particular focus on meth/amphetamine, marijuana, ecstasy, cocaine, LSD and heroin. The report includes information on prevalence, harms, characteristics of users and drug use patterns.
Cannabis-MarijunaMeth- Ice, amhatamine-speedMDMA- estacyFor 2006, research was done for the every one of the key drugs as outlined earlier.
Summary of key changes in meth/amphetamine use over the pastdecade: The number of current meth/amphetamine users in Australia increased during the late 1990s,and has since shown a stable to declining trend. There has been a shift from the production and supply of amphetamine to its more potentanalogue, methamphetamine, from the mid 1990s. Imported high purity crystalline methamphetamine has become a significant feature of theAustralian drug market. Smoking crystalline methamphetamine has emerged as a new pattern of drug use, alongsidethe increased availability of crystalline methamphetamine. Problems related to methamphetamine have increased from the late 1990s, includingmethamphetamine-related arrests and hospital admissions for methamphetamine psychosis. Methamphetamine injection has been taken-up among a proportion of former heroininjectors subsequent to the 2001 heroin shortage.
Early onset of drug use is an important predictor of later problematic use patterns. The onset ofmeth/amphetamine use typically occurs in the mid-to-late teens, and this is reflected in thelifetime prevalence of 8% among 16-17 year old secondary school students (White & Hayman,2006).Characteristics of meth/amphetamine usersAround 1.5 million Australians have ever tried meth/amphetamine (Australian Institute of Health& Welfare, 2005a). For this reason, it is difficult to define the typical characteristics of thosewho use the drug.Recent community surveys of methamphetamine users have found that the majority of users areyoung adults who are socially networked with other users of the drug (Kaye & Darke, 2000;Lynch et al., 2003; McKetin et al., 2005a). They often live in share accommodation or withtheir parents (Lynch et al., 2003; McKetin et al., 2005a), and they tend to have a lower incomethan people of a similar age within the general population – often being dependent ongovernment allowances (disability pensions or unemployment benefits; Lynch et al., 2003;McKetinet al., 2005a). Those who are employed tend to work in a variety of non-skilled andsemi-skilled occupations (e.g., clerical, sales, service, trades, labour).
Wallet card- helplines
They based their research on stereotypes and preconceptions, targeting at lower income group.Less common are highly educated people employed in high-level management and professional occupations (McKetinetal., 2005a), although this subgroup does exist, and is likely to be under-represented incommunity surveys of drug users because of the way in which they are conducted.(This is based on their own critique of their own campaign)They should have determined the most effective media to reach the target audience before thay roll out the campaign..For example:Recent community surveys of methamphetamine users have found that the majority of users areyoung adults who are socially networked with other users of the drug (Kaye & Darke, 2000;Lynch et al., 2003; McKetin et al., 2005a). They often live in share accommodation or withtheir parents (Lynch et al., 2003; McKetin et al., 2005a), and they tend to have a lower incomethan people of a similar age within the general population – often being dependent ongovernment allowances (disability pensions or unemployment benefits; Lynch et al., 2003;McKetinet al., 2005a). Those who are employed tend to work in a variety of non-skilled andsemi-skilled occupations (e.g., clerical, sales, service, trades, labour).
Although they are the also part of the secondary audience.
According to the evaluative research, Recognition of most campaign elements was lower amongst young people from households where a language other than English is mainly used. >Non-English speakers- 8%>1.7 million (2006) therefore, some sub-groups may be left outthey are only reached via print advertisements.>78% of parents are able to recall TV ads, 88% for 13-24, 90% 13-20Ads only create interests, still relies on the audience themselves to check up the website for more information.Secondary audience-like the healthcare providers are not addressed
Show ICE ad
The ad portrays people’s dreams vs a projected reality. The clash threatens their self-concept and the tension produced by these contradictory ideas emphasizes to them that they should not even try drugs. This aids in portraying drugs in negative light.
The central route relies upon careful analysis of information, a strong informative message and logical arguments (Michener & DeLamater, 1999). Research by Hosman, Huebner, and Siltanen (2002) highlighted that power of speech style and argument strength significantly impacted upon cognitive response, persuasion and attitude change. The ICE campaign effectively utilises central persuasive cues through strong narration, images reflecting the spoken message and informative language about the consequences of drugs. Peripheral Route: The peripheral route utilises non-cognitive, superficial cues: emotion, source and speed of speech (Vaughn & Hogg, 2005). The ICE campaign uses emotion (sadness- family abuse, disgust- arm sores, fear- legal implications); uses a trustworthy, expert source; and has a fast, knowledgeable pace. The use of both the long lasting central route, and easily persuasive peripheral route contribute to the success of attitude change campaigns (Scott, 1996).
Show LOST DREAMS ad Compare the ICE ad and the LOST DREAMS ad,
A lot of public service announcements (eg. Drink driving) in Singapore for example uses fear appealHence the Lost Dream ad which uses emotional appeal really stands out and catches one’s attention.The ad is trying to tell you that you cannot do all these things if you take drugsIt will ruin your futureDreams and aspirations, imagination runs freeIt’s the age with a lot of dreams and aspirations.The youths are at the age where there is a lot of things for them to be fulfilled and the possibility of not being able to do what they want is impactful.PSA commercials usually use more of the fear appeal approach and audience might be immune to them. Having ads that address this issue from another angle might be more successful.
Eg, nation wide event at the same time in different states> this can be achieved through social networking mediaBecause according to the 2006 censure, 3 million Example, nightlife Melbourne > “Cheers to a drugs-free life” - More happenings
The ads from the local anti-drug campaign highlights that drug abuse not only affects the user but also their friends and families.Local campaign also emphasizes on informing youth of the detrimental consequences of abusing drugs.Financial and staying with family.
