HEA Drugs Education Campaign: How advertising turned the tide

The 1995 HEA campaign shows how important 'getting' inside' youth culture was to the brief to 'reduce the demand for drugs' amongst young people. The National Drug Survey showed a reverse in previous trends with a decline in drug use from the start of the campaign. Using teen magazines and dance radio stations the campaign achieved an increase in calls to helplines, and an increase in the understanding of the risks. Evidence showed that the campaign was a financial success)