Government’s Anti-Ice Campaign Is Actually Working

Government’s Anti-Ice Campaign Is Actually Working
SHARE
THIS



Independent research by market research consultancy Stancombe into the first instalment of the Coalition Government’s ice advertising has praised the campaign.

The research surveyed 3,805 people about the ads: 2,126 young people aged 14-25 and 1,679 parents of young people aged 14-25.

The report found that:

  • 94 per cent of youth who saw the campaign said they’d taken some ‘action’ as a result – either by talking to peers or their parents, or by changing their thinking about ice. 
  • 51 per cent of at-risk youth who had seen the ads said they would now avoid using ice – a fantastic result.
  • Recognition of the advertising among youth considered to be ‘at-risk’ of accepting drug offers was a whopping 80 per cent.”
  • ‘Parents who recognised the campaign were significantly more likely to have talked to their children about drugs’ (67 per cent compared to 52 per cent among those who did not see the ads).
  • Some 53 per cent of youth and 56 per cent of parents recalled seeing advertising about illegal drugs this year – the highest result ever from National Drug Campaign research.
  • On social media, 10 Facebook posts have reached nearly 13 million people; 15 tweets were seen by 2.73 million people and nine YouTube videos were seen by 4.25 million people.

“I’ve always said this problem needed to be attacked from all angles – prevention, treatment and policing – and this independent research confirms this part of the Coalition’s prevention strategy is effective,”  assistant minister for Health Fiona Nash said during the launch of the second instalment of anti-ice ads.

“Advertising alone will not fix the ice issue, but it’s an important plank in the platform.”

The second instalment of ads represents a $4.3 million investment.

Please login with linkedin to comment

iab singapore legacy week The Beef Oracle

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.