Scottish Executive: Drug dealers don't care

Scottish Executive: Drug dealers don't care

In 2004, drug-related deaths in Scotland had reached an all-time high. This paper explains how The Leith Agency, briefed by the Scottish Executive, created a campaign to empower people to provide information on local drug dealers. The strapline 'Drug dealers don't care. Do you?' encompassed the latent feelings of frustration about the impact of drug dealing on local communities and was used to infiltrate the local communities at street level through the press and ambient media. Over the six week campaign, call volumes increased by 430% of which 3,600 were 'actionable' and led to the seizure of £1.5m of drugs, £61,000 cash and the arrest of over 600 drug dealers