However, Craig Thompson, DFA Chair says that it will only have the impact it seeks, if it is as dynamic, ongoing and long-term as the anti-tobacco campaigns have been.

‘The message about the harmful effects of illicit drugs should certainly achieve a high level of community penetration because it is being supported by a diverse range of resources including a website, brochures a booklet for each household and, most importantly, an 1800 free-call information line’.

‘We are also particularly impressed with the fact that the Federal Government has acknowledged the positive influence that parents have in their children’s decision-making about drugs’, says Jo Baxter. Executive Officer.

Drug Free Australia and its affiliates have regularly presented evidence that shows that the majority of young people of high school age actually want to talk to their parents and carers about drug issues. For instance a national survey found that 85% of 15-17 year olds were willing to talk to their parents about drugs and 79% said that their parents could influence them not to use them.

‘We are pleased that the Howard government’s campaign recognises this as a priority strategy. What most families need is a catalyst to start this very important conversation, and this campaign should go a long way towards being just that.’, said Ms Baxter.

However, research in the United States on high impact, graphic media campaigns indicates that they are most effective, if they are ongoing and shown regularly. For example, while initial attitudes of parents and teens can be influenced during a new campaign, it can take up to 3 years before any definite behavioural change can occur. Hence a long term strategy needs to be planned.

‘This is what has happened with Australia’s successful anti-smoking campaigns which are now (after 20 years) seeing a reduction in smoking across the country. It’s a model well worth implementing’, says Ms Baxter.

There is also the point that effective media campaigns can gain impetus if supported by key stakeholders in the media community, such as television and radio networks. Corporate sponsorship and some ’ownership’ from the media giants would help to ensure longer campaigns that are professionally run as CSA’s. This would share costs between government and business, as well as enabling an ongoing anti-drug message to our young people and their families.