Think back to the ‘Just say No to drugs’ and other campaigns to raise awareness. What’s the most common theme through their message? It’s wrong to do drugs, you are a loser if you do them, you’re killing yourself etc.
Did any of those judgemental, moralising messages really work though? I’m not sure they did.
Take a look at this campaign launched in Norway and you’ll see a stark difference. In place of judgements, they’ve given factual advice and, insight on how to stay safe. It feels so much more human. Treating people with respect instead of contempt.
I have a feeling this will be way more effective than other campaigns and I really hope we see more like this in other countries soon.
More information can be found here: https://saferdrugpolicies.com/harmreductioncampaign