The youth component of Canada's National Anti-Drug Strategy was unveiled on Dec. 15, with an emphasis on educating young people on the dangers of illicit drugs, and encouragement to turn their backs to these drugs.
"Youth between the ages of 13 and 15 are the most likely to try illicit drugs for the first time," said Leona Aglukkaq, Federal Minister of Health, in a release.
"Our government's 'Drugs not4me' campaign, which includes a website and TV ad, will help inform our kids that drugs are dangerous and destructive, and put to rest the perception that it is somehow alright to use illicit drugs."
Peter Van Loan, Minister of Public Safety, said the initiative, “will help youth make smart choices, and avoid negative influences."
Besides the not4me.ca website, the campaign includes advertisements in buses, trains, subways and shopping malls across Canada, as well as Internet banners on websites popular with teens.
The television commercial, which will be launched on December 28, will also be aired in movie theatres across the country in March.
"There are many health risks and social consequences from using illicit drugs,” Aglukkaq said. “You have the power to make your own decisions."
The National Anti-Drug Strategy was launched by Prime Minister Stephen Harper on Oct. 4, 2007. The strategy is a collaborative effort involving the Department of Justice, Public Safety Canada and Health Canada.
The strategy includes three action plans:
- preventing illicit drug use
- treating those with illicit drug dependencies
- combating the production and distribution of illicit drugs
