National Drugs Campaign Evaluation Research May 2018

This report evaluates the seventh phase of the National Drugs Campaign. This phase of the campaign targeted three different target audiences and consisted of three campaign streams. There was one wave of activity across each stream, running from September 2017 – December 2018. Benchmarking research took place prior to the campaign launch in September 2017 to obtain pre-campaign measures of behaviours and attitudes around illicit drugs. Evaluation research took place in December 2017 to obtain direct measures of campaign recall, recognition and impact of the campaign. The report assesses how well the advertising materials performed against the communication strategy objectives. It also provides recommendation for any future phases of the campaign.