Shock tactics drugs campaign goes on
By Jennifer Bradly
Monday 5th January 2004
Harrow Times, UK
THE Advertising Standards Authority (ASA) has refused to uphold a complaint made against Brent's controversial anti-drugs slogan: "Drugs F**k You Up".
The Brent Against Drugs (BAD) campaign, which aims to raise awareness of the harmful effects of cocaine, heroin and crack, uses the slogan on a series of posters and case studies featuring young people, directing them to local agencies and contacts for help.
The campaign, which has already attracted controversy after London Bus advertisers refused to carry the slogan, was investigated by the ASA after it received a complaint that the BAD posters were offensive and unsuitable for public display.
But the ASA agreed that BAD was sending a serious and important message to the community. Its final report stated: "The Authority noted the consultation the advertisers had undertaken. It noted the need for a hard-hitting approach for the poster's target audience and concluded it was unlikely to cause widespread offence."
BAD, which was developed by Brent Council in partnership with local voluntary and statutory groups, was developed after close consultation with young people who determined its content and look.
The young people consulted stated that they wanted a campaign they could relate to, which reflected the seriousness of the issue and provided a talking point.
To help reinforce the anti-drugs message in the classroom, BAD has produced a teacher pack, which will be distributed to all secondary schools in the borough.
The Bishop of Willesden, the Right Reverend Peter Broadbent, supports the campaign. "At the end of the day you have to consider the drugs problem in Brent has got so bad that people do need frightening," he said. "The shock tactics of this campaign are, perhaps, necessary because as a society, we are in danger of becoming desensitised."
Councillor Lincoln Beswick, Lead Member for Community Consultation and Public Safety, said: "Drug use affects individuals and society as a whole. Research has shown that drugs users are much more likely to become involved in crime. Many of the problems we are facing in Brent, such as increased gun crime, unemployment and theft are linked to drugs use.
"This campaign has a vital part to play in teaching young people in our borough about the devastating consequences of drugs so they can make an informed choice."
Drug-related crime and treatment cost Brent more than £10 million last year.
Source
By Jennifer Bradly
Monday 5th January 2004
Harrow Times, UK
THE Advertising Standards Authority (ASA) has refused to uphold a complaint made against Brent's controversial anti-drugs slogan: "Drugs F**k You Up".
The Brent Against Drugs (BAD) campaign, which aims to raise awareness of the harmful effects of cocaine, heroin and crack, uses the slogan on a series of posters and case studies featuring young people, directing them to local agencies and contacts for help.
The campaign, which has already attracted controversy after London Bus advertisers refused to carry the slogan, was investigated by the ASA after it received a complaint that the BAD posters were offensive and unsuitable for public display.
But the ASA agreed that BAD was sending a serious and important message to the community. Its final report stated: "The Authority noted the consultation the advertisers had undertaken. It noted the need for a hard-hitting approach for the poster's target audience and concluded it was unlikely to cause widespread offence."
BAD, which was developed by Brent Council in partnership with local voluntary and statutory groups, was developed after close consultation with young people who determined its content and look.
The young people consulted stated that they wanted a campaign they could relate to, which reflected the seriousness of the issue and provided a talking point.
To help reinforce the anti-drugs message in the classroom, BAD has produced a teacher pack, which will be distributed to all secondary schools in the borough.
The Bishop of Willesden, the Right Reverend Peter Broadbent, supports the campaign. "At the end of the day you have to consider the drugs problem in Brent has got so bad that people do need frightening," he said. "The shock tactics of this campaign are, perhaps, necessary because as a society, we are in danger of becoming desensitised."
Councillor Lincoln Beswick, Lead Member for Community Consultation and Public Safety, said: "Drug use affects individuals and society as a whole. Research has shown that drugs users are much more likely to become involved in crime. Many of the problems we are facing in Brent, such as increased gun crime, unemployment and theft are linked to drugs use.
"This campaign has a vital part to play in teaching young people in our borough about the devastating consequences of drugs so they can make an informed choice."
Drug-related crime and treatment cost Brent more than £10 million last year.
Source
