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October 2014

Poster jpeg

Ads put heat on ice

A campaign to educate young Victorians about the risks of using the drug ice has been unveiled.

Minister for Mental Health Mary Wooldridge said What are you doing on ice? highlighted ice as an addictive and dangerous drug that could destroy lives.

The campaign, developed in partnership with the Penington Institute, is part of the Government’s $38 million investment to tackle the use of illicit drugs, including ice.

The hard-hitting regional TV, radio, cinema, newspaper, street poster and online campaign presents a realistic picture of the downward spiral from occasional use to damaging addiction and provides important information on where to go for help.

As part of the campaign, concerned family and friends will be able to access new material containing practical advice and information on support services as well as a new website with details of the campaign and information about where to get help and support.

The campaign was informed by an Expert Advisory Group consisting of leaders from across the drug and alcohol treatment sector.

‘What are you doing on ice? forms part of a whole-of-government approach to reducing the supply, demand and harms associated with the use of ice in the community,’ Ms Wooldridge said.

‘The campaign will raise awareness of the dangers of ice in local communities, which is why the Government will commit $2.7 million to work with local communities to drive real solutions to local problems.

‘Local forums will provide communities with information about ice and its effects, help people understand what to do and what resources are available if ice is affecting a family member or friend and provide pathways to treatment and services in local communities.’

Ms Wooldridge said these forums would complement the work already underway with the Departments of Justice and Health and Victoria Police to get into local communities and hear concerns.

The Government’s investment will help canvass the ideas of those in local communities about how to address the scourge of ice, resulting in more locally-driven solutions.