A NSW anti-cannabis campaign will target teenagers as they travel to school and surf the internet. NSW Health launched the $600,000 campaign, which it says is designed to warn the 14 to 19-year-old age group on the dangers of starting the marijuana habit. Print advertisements, carrying tag lines such as "Pot. It mightn't kill you, but it could turn you into a dickhead", will appear in youth magazines and on bus stop posters. The ads feature a person staring accusingly from a black and white photo and quotes such as: "You've got great eyes, when they're not bloodshot" and "I'd lend you money, but you still owe me from last time".
Cinemas will screen a montage of the print shots, as will online advertisements which are set to run on youth-orientated websites, including myspace, msn messenger and gaming sites.
A NSW Health spokeswoman said online displays were an excellent way of spreading the anti-drug message as the websites' registration requirements meant the correct age group could be targeted. NSW Health drug and alcohol programs director David McGrath said the campaign was aimed at reducing the number of teenagers experimenting with the drug. Mr McGrath said teenagers needed to be made aware of the consequences of smoking pot, including mental illness such as depression, as well as damage to physical health and social interactions.
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