PAN-GRAMPIAN ALCOHOL & DRUG PARTNERSHIPS CAMPAIGN REPORT – “NOT FOR HUMAN CONSUMPTION” (NEW PSYCHOACTIVE SUBSTANCES)
The three Grampian Alcohol & Drug Partnerships, Aberdeen City, Aberdeenshire and Moray came together early in 2014 to develop and deliver a campaign targeted towards raising awareness of issues around new psychoactive substances (NPS), usually referred to as “legal highs” (somewhat unhelpfully) in the popular media.
Campaign Development & Key Message
A previous event held in Aberdeen City hosted by Transition Extreme and funded by Police Scotland and Aberdeen City Alcohol & Drug Partnership allowed an opportunity to engage a broad population of young people (secondary school age and above) around messages regarding NPS, i.e. that legal does not = safe. Young people engaged with the Transition Extreme ‘Academy’ prior to the event came up with the message “not for human consumption” as a play and reference to the packaging and branding of NPS products. A decision was taken to engage ‘The Big Partnership’ a PR and digital marketing agency with a wide operating base across Scotland with the required expertise and insight in terms of the campaign outcomes. This took the form of a social media approach. The campaign format was developed with the idea of enticing potential experimental users as customers through creation of bespoke adverts similar to those currently in active use by NPS vendors. All adverts linked to a specially created website – www.legal-highs.org.uk
Anyone deciding to show further interest in the advertisements visited the ‘retail’ website were they were presented with the shop window with the full range of products apparently for sale. When clicking on any of the products visitors were then immediately met with the key message for the campaign – “Not for Human Consumption” and with a further click then redirected finally to an information portal (the ‘MYCREW’ website) – www.mycrew.org.uk This site contains more detailed and thorough information on key messages around NPS and specific NPS products including support options that can be easily accessed.
“Meet the Hendersons” website was launched on 28th May 2014 by the three Alcohol and Drug Partnerships in Grampian. The website builds on the successful radio “soap” about the Henderson family which was developed in partnership with Northsound Radio. This was broadcast last summer to make parents aware of their own drinking behaviour and how this can affect their children. Evaluation feedback from that phase of the campaign led to the development of the website.
The key messages from this campaign for parents are:
- to be aware that they are role models for their children’s drinking behaviours
- the provision of age appropriate advice and information for every parent
- to raise awareness of the sensible drinking guidelines