The Federal Coalition Government has launched a hard-hitting new advertising campaign aimed at educating families and the broader community about the dangers of the drug ice, or crystal methamphetamine.
Assistant Minister for Health Fiona Nash says the ads, which hit TV screens last night, feature confronting images that showed the realities of using ice.
“We need to get the message to young people and parents that this drug is extremely addictive and destroys lives and families,” Minister Nash says.
“Nobody sets out to become addicted and many users think addiction won’t happen to them. It can and does, and these ads aim to show the realities of ice addiction.
“The majority of ice users are in the 20 to 29 year age group, but an increasing number of younger people are also being exposed.
“The initial stage of this campaign will run for four weeks on television and for six weeks online, making sure we hit the all-important youth demographic, whom we know see little TV advertising.”
The ads depict violent behaviour in an emergency room as well as in the family home. One ad is set in a regional town, recognising ice is hurting regional areas.
“As I travel around Australia, almost every town has a tragic story to tell involving ice,” Minister Nash says.
“Recently I was told about a brother and sister who suicided after becoming hooked on ice. This is a tragedy for them; their family and their community. This has to stop.”
The advertising campaign will assist the National Ice Taskforce, announced by the Prime Minister with Minister Nash and Justice Minister Michael Keenan on April 8, by encouraging people to provide feedback.
To view the ads or to make a submission to the National Ice Taskforce, go here.