The Australian Government’s National Drugs Campaign (NDC) is part of the National Drug Strategy 2010-2015 and specifically aims to reduce young Australians’ motivation to use illicit drugs by increasing their knowledge about the potential negative consequences of drug use.
The National Drug Strategy 2010-2015 is the overarching policy framework across Australia for addressing licit and illicit drug issues. The National Drugs Campaign is designed to support education around illicit drug issues, and licit drug issues have been addressed through separate initiatives.
The campaign has been running since 2001 and a number of phases have focused on particular drugs, depending on emerging drug trends at the time.
The most recent phase of the campaign took place from December 2010 to June 2012 and was designed to contribute to a reduction in the uptake of ecstasy and other illicit drugs among young Australians, by raising awareness of the harms associated with drug use and encouraging and supporting decisions not to use.
The campaign featured radio, print, outdoor, online and in-venue advertising. Youth marketing activities and sponsorships were also used to target youth in engaging and meaningful ways.
The National Drugs Campaign 2010–12 used primary prevention communications through advertising, public relations and promotions, resource development and online communication activities. It incorporated the development and implementation of information and resources using stakeholder networks and media in high-risk settings where illicit drug use can take place.
Emerging trends regarding illicit drugs were considered to inform the campaign's development and implementation.