The goal of the campaign is to educate teens and young adults on the risks to their health, well-being, life-opportunities and relationships. However, as a critically important component of any campaign targeting young adults, the mood and method of the messaging is purposefully constructed to avoid triggering the reflexive opposition so common to young adults, and instead allow them a way to choose a different path without losing face.
Instead of blame and castigation, the campaign addresses the issue from the perspective of friends that love and miss the person that is currently using. By only showing love and despondence on their friends' part, there is no negative accusation to push back against.
As a secondary goal, the campaign will also serve as a discussion platform for adults to discuss illegal drug use with young adults in their care.
Components include:
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