Pubdate: Wed, 04 Jul 2007
Source: West Australian (Australia)
Copyright: 2007 West Australian Newspapers Limited
Contact:  http://www.thewest.com.au
Details: http://www.mapinc.org/media/495
Author: Peta Rule

GOVERNMENT AD CAMPAIGN TO CURB ICE ABUSE

The State Government's initial response to yesterday's  Ice Summit has
been limited to a brief, two week  advertising campaign urging young
people to steer clear  of crystalline methamphetamine, or "ice".

Health Minister Jim McGinty described the $75,000  advertising blitz
as a "short, sharp" immediate  response to the State's growing rate of
methamphetamine  use.

"We're using print and electronic communications and  could eventually
develop a television campaign," Mr  McGinty said.

"This is a wake-up call for young people and will keep  the issue at
the forefront of people's minds."

He said he hoped to have a proposition before the State  Government
within the coming weeks to implement all  recommendations from the
summit.

"We want to develop a whole-of-Government strategy to  tackle this
issue. This is the immediate response."

He said the latest campaign was specifically targeting  people in the
14-to-24 age bracket.

"This is early intervention to stop people taking up  this destructive
drug," he said.

The radio campaign targets the health aspect of  methamphetamine use
including mental health issues and  symptoms such as heart stress,
seizures or strokes.

The radio campaign is similar to one used last year but  "tweaked" for
the purpose.

The print campaign, which will feature in youth and gay  and lesbian
print media, will highlight the social  impact of drug use.

Drug and Alcohol Office executive director Terry Murphy  said the
youth media were widely read and would reach  high-school aged
students in Perth and the State's  South-West.

"This is a short burst to hit the main areas and  targets. As we
further develop strategies we will roll  out other
strategies."

"On the back of the summit, the two week campaign will  be heard.
There is a high level of community concern  and we want to capitalise
on that," he said.

"This isn't the only strategy: School drug education  goes on, there
will be other advertising campaigns and  a whole range of other
community strategies," Mr Murphy  said.
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MAP posted-by: Steve Heath