This part of the project focuses on the development, refinement, and evaluation of a public health campaign aimed at young people aged 11–14. The campaign is designed to equip young people with knowledge and skills to reduce the risks associated with illicit substance use. Grounded in behavioural theory and co-produced with young people and stakeholders, the campaign is intended to be accessible, engaging, and scalable. It also places strong emphasis on youth voice and creative involvement, ensuring the campaign reflects the lived experiences and perspectives of its intended audience.
The coproduced campaign focuses on a ‘Talk it out’ theme, encouraging YP to talk about how they are feeling and reach out for help. Materials include a range of posters, leaflets, digital adverts, a website with downloads and social media clips.
The campaign embraces the complexity of the reasons YP take drugs including peer influence, mental health difficulties and boredom, aligning with the aims of the educational materials and the recommendations of the ACMD drug misuse prevention report. It targets a vulnerable group of YP who use drugs ‘to cope’ and are at risk of future or current drug problems. In addition, it also focuses on communication with parents or other trusted individuals in line with recent evidence.