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. - --- MAP posted-by: Richard Lake