Pubdate: Mon, 19 May 2008
Source: Telegraph and Argus (UK)
Copyright: 2008 Newsquest Media Group
Contact:  http://www.thetelegraphandargus.co.uk/
Details: http://www.mapinc.org/media/4627

GREAT WAY TO TACKLE DRUGS EVIL

It's all well and good for marketing experts and social  reformers to
sit around and draw up campaigns to teach  young people the evils of
drug abuse but getting that  message down to street level, in a
credible fashion  that will not just be ignored, is another matter.

Many campaigns with worthy messages have fallen by the  wayside
because they are either too preachy or fail to  speak to young people
in a language that they  understand. Initiatives where adults far
removed from  inner city streets try to emulate what they believe
young people think and talk about often end up being  simply
embarrassing.

It's difficult to get the tone just right but one tried  and tested
way of getting a serious message to young  people is for role models
to appeal to them to follow a  common-sense path.

National Tackling Drugs Week, which is aimed at  reducing the
drugs-related crime which is the scourge  of many of our communities,
has employed the services  of Bradford Bulls star Sam Burgess.

By his own admission, he was at a crossroads in his  younger days,
bored and hanging about the streets. He  could have fallen into drink
and drugs, but instead  chose sport. The involvement of leading
sportsmen and  women in such campaigns is also a great way for them to
  give something back to the community and fans who  support them week
in, week out, home and away, come  rain or shine.

Of course, not every young person in Bradford will  become a Super
League star. But if they listen to Sam  and people like him, they
might just realise that -  despite what they might think - they do, at
the end of  the day, have choices. 
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MAP posted-by: Richard Lake