About the Campaign

Goal

To contribute to safer and healthier communities through media and communication strategies.

Rationale 

The purpose of this campaign is to prevent youth from drug abuse by enhancing their awareness and understanding of the harmful social, economical and health effects of drug use, and to equip parents and other adult caregivers with the tools they need to raise drug-free children. It is also to identify whether the use of media and communication strategies as recommended by researchers, could increase awareness about the dangers of drug abuse, and result into family, school, civic groups and community Based interventions.  

Description 

The Anti-drug Campaign is going to be based on the intersectoral and participatory governing principle that will bring together the efforts of diverse stakeholders; families, schools, communities, youth groups, media, musicians and comedians, spots groups, faith-based organizations, civic organizations, influencers, Researchers, Doctors, counsellors and other professionals. Data collected from qualified personnel will be freely accessible on all social media platforms. This will include basic concepts such as definition of drugs and addictive behavior, consumption patterns, the criteria used to determine whether consumption or abuse of a substance is taking place, victims’ stories, the main individual risk factors that favor substances consumption, the cost of drug use and dependency by discussing the significant health, social and economic consequences, etc. 

Slogan

  • “Drugs Wreck Lives”

Hashtag

  • #drugswrecklives

Programs

  • Media (advertising, Social media components such including content and conversation and media sharing, )
  • Youth Outreach (Speaking opportunities – Quiz and debates, lecture series- workshops and conferences, counsellors, doctors and police, entertainment and competition – sports and quiz). 
  • Parenting education and sensitization (Group meetings, home visits and mentoring)

 Duration

  • 3 years

Key Beneficiaries 

Youth, Parents of young people and the community at large.

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