Pubdate: Wed, 20 Mar 2002 Source: Herald, The (UK) Copyright: 2002 The Herald Contact: http://www.theherald.co.uk/ Details: http://www.mapinc.org/media/189 Author: Robbie Dinwoodie YOUNG PEOPLE TARGETED TO 'KNOW THE SCORE' ON DRUGS THE Scottish Executive yesterday drew on a major research programme to justify a new anti-drugs strategy putting the emphasis on positive advice and support rather than simple condemnation. While the hard-line "just say no" message began to be diluted some time ago, the launch yesterday of the UKP6.3m, three-year "Know the Score" campaign marked a move into much more pragmatic territory. Jim Wallace, the justice minister, said it would be the biggest-ever drugs communication drive, using advertising, a website and telephone help line. "Young people will be targeted with messages which are shown to persuade them to stay away from drugs, not ineffective finger-wagging," he said. James Douglas-Hamilton, the Scots Tory justice spokesman, said the executive's policy had moved from "ineffective finger-wagging" to "meaningless verbiage," adding: "Jim Wallace has let the cat out of the bag. He has finally admitted that the executive's much vaunted "war on drugs" existed in name only. Instead of denouncing the effectiveness of a concerted effort to overcome the drugs menace - before it had even been seriously tried - the executive should have the courage to implement such a policy and see it through." But Mr Wallace rejected the charge, saying talking tough simply did not work in the real world. He said: "Authoritarian and paternalist messages do not work with young Scots. Just say no has not been a line I have ever taken, but I would have to own up and admit that was the perception. The evidence shows that just say no has little or no impact and can even have a counter-effect." Dr Richard Simpson, Mr Wallace's deputy, said the 22 local drug action teams across the country would be set demanding targets and given the opportunity to tailor the message according to local circumstances. NFO System Three conducted two full polls of almost a thousand people a year apart to find out what Scots really felt about the drugs problem. A series of focus groups was then convened to probe attitudes further and find out what the best way of getting the message across would be. An overwhelming majority of Scots are worried about the drug problem, but the view of younger people under the age of 24 is much more pragmatic, with 14% admitting that they are using illegal drugs and 58% saying they know someone who does. Older people, however, were "in denial, often taking a view that ignorance is bliss". The new campaign, devised by Barkers, the advertising agency was welcomed by the Scottish Drugs Forum, the Scottish Drug Enforcement Agency and by Scotland Against Drugs. Help young people resist getting into drug use. Protect communities from the impact of drugs and related criminal behaviour. Help drug users overcome their habit. Stifle the availability of drugs on the street through rigorous enforcement. Reduce the number of deaths associated with drug use. - --- MAP posted-by: Terry Liittschwager