Vol. 574 No. 3
212 Mr. Wall asked the Minister for Health and Children the media advertising programme his Department will launch to highlight the problems of illicit substances and drugs as Christmas approaches; and if he will make a statement on the matter. [26985/03]
Under the prevention pillar of the National Drugs Strategy 2001-2008, Building on Experience, my Department's health promotion unit was given responsibility for the development of a national awareness campaign on drugs. On 15 May a campaign, entitled Drugs: There are Answers. To make the right choices, you need the right information, was launched following a detailed consultation process.
The overall aim of the campaign is to increase awareness amongst the general population about the current drug problems facing our society through the achievement of measurable change in the knowledge and attitude of targeted groups. This overall aim will be achieved through the following objectives: development and dissemination of key messages relevant to identified targeted populations, including the general population; working in partnership with relevant stakeholders to develop messages and communicate with targeted groups in a manner that will augment ongoing education and prevention work; and participating in ongoing monitoring and evaluation of the campaign as part of an action-research project that will be initiated in parallel with this campaign.
The campaign features television and radio advertisements supported by an information brochure, telephone helpline and a website. These are all designed to promote greater awareness and communication about the drugs issue in Ireland.
The first phase targeted the general population and ran over an eight week period. The current phase is specifically targeting parents through a combination of radio advertisements, distribution of a parents booklet on drugs and a significant programme of media relations.
