1. Building on The “Tough on Drugs Campaign” –By Lauren Lucas

2. Executive Summary Currently, methamphetamine is the second most commonly used illicit drug in Australia. The past few years have seen an increase in methamphetamine use. The campaign builds on the previous highly-successful Tough on Drugs strategy of the Federal Government. The objective is to reduce the amount of methamphetamine consumers by 20% before June 2007.

3. Campaign Introduction The need for de-marketing comes from the substantial growth in methamphetamine use over the past few years, resulting in its current placement among the top five most commonly used illicit drugs in Australia. The Federal Government’s Tough on Drugs Strategy will manage the plan and implement it across the metropolitan and suburban areas of Brisbane. The plan will begin in January 2007 and will conclude in June 2007. The success of the campaign will be measured by results of the 2007 National Drug Strategy Household Survey, to be conducted at the conclusion of the marketing plan. This report will encompass a detailed description of the marketing process, including the advertising campaigns.

4. Campaign Specifics Target locality – South East Brisbane Objective - “To promote the benefits of discontinuing drug use amongst a specific demographic, and promote the benefits of living a drug-free life”. Affiliates – National Drug Arm, The Australian National Council on Drugs, The Australian Drug Foundation and The Alcohol and Other Drugs Council of Australia

5. Campaign Need The antecedent situation for the plan is the proliferation of methamphetamines over the past years. These drugs account for 9.1% of drug use in the lifetime of Australians 14 years and older. In a 2004 survey, methamphetamine was the fourth most commonly used drug in a 12-month period; adding up to 0.5 million Australians having used it in that time.

6. Analysis of existing campaigns Fewer people are using illicit drugs since the Tough on Drugs strategy was launched. The NDSH Survey did show a decrease in the number of people who have recently used illicit drugs - from 22% in 1998 to 15.3% in 2004. More measures are needed to further increase the success of the strategy.

7. Methamphetamine Explained The diversity of people using methamphetamine requires a range of prevention and harm reduction strategies. Traditional networks need new approaches, which target other individuals occupational users professional people using at dance parties etc) who don’t necessarily perceive themselves as ‘drug users’ and don’t relate to messages for ‘drug users’.

8. Target Market Explained MalesFemales Use daily to monthly16.8% of male consumers. More males using once a month than females. More aged 14-19 using daily and weekly. 27.2% of female consumers. More females using daily and weekly than males. More aged 14-19 using daily and weekly. Use every few months to once or twice a year 73.2% of male consumers. More males using every few months than females. 72.8% of female consumers. Minimally more females using once or twice a year than males.

9. TacticWhenCost & Production ($) Media ($)Total ($) Advertising TelevisionFirst months of campaign $20 000$100 000$120 000 CinemasDuring suitable film previews $15 000$30 000$45 000 NewspapersMonday-Friday$385$22 176$22 561 Radio StationsFirst months of campaign $300$5000$5300 Internet WebsiteAlways available$1000$20 000$21 000 Promotional Products SignsAlways Available$10 000$5000$15 000 PostersAlways Available$10 000$5000$15 000 PostcardsAlways Available$8000$5000$13 000 Avant cardsAlways Available$8000$5000$13 000 Outdoor D’lite (pulled by cars) Friday, Saturday Sunday Nights $ 10 000 $20 000 BillboardsFirst three months of campaign $15 000$10 000$ 25 000 Contingency$20 000 Total$352 550

10. Communication Strategy The message being communicated can play a valuable role in informing and educating the target audience about particular drugs called amphetamines. This can assist in reinforcing existing negative attitudes about amphetamines or changing positive attitudes which may ultimately impact on the target audience’s behaviour.

11. Creative Strategy Advertising campaigns or Integrated Marketing Communications (IMC) are made up of ads that are a part of a series of messages. The Federal Government’s themes for these Tough on Drugs ads are to reduce harm from drug use, if not stop drug use all together.

12. Advertising Execution Drafts for the postcards, avant cards, billboards and d’lite car are still in the drafting stage. The television commercial and poster are completed both having the theme ‘was it worth it?’ All promotional media have the same theme to provide an integrated marketing communications approach across all media.

13. Media Planning MediaCriteria Broadcast Media TelevisionTen and seven networks, placement of spots between programs CinemasPreviews of M15+ or MA 15+ movies Radio StationsB105, 97.3 and triple M InternetQLD Health Website, pop up boxes Print Media Signs/ postersBrisbane City areas, nightclubs NewspapersThe Courier Mail and The Sunday Mail PostcardsPublic toilets Avant cardsPublic toilets BillboardsLocations coming into and within the Brisbane City Other D’lite (pulled by cars)Brisbane City area

14. Measuring Campaign Efficacy In order to measure the effectiveness of the promotional plan the following areas will be assessed The campaign has de-marketed methamphetamine. The number of methamphetamine consumers has been reduced by 20% by the end of 2007 Was the promotional plan communication-based? The communication of the danger that is involved in the use of amphetamines. Consumers know the physical and social risks involved

15. Campaign Conclusion By implementing the proposed promotional plan, the Federal Government should be able to meet the objectives outlined within the campaign, specifically, that is to decrease methamphetamine use of men and women aged 20-29 years. Research conducted to evaluate the plan will measure how well it has met the objectives of reducing the amount of methamphetamine consumers by creating awareness regarding the dangers associated with methamphetamine use. This evaluation will take place during the month of June 2007.