The Sunday Mail (Queensland)

Tough ads make kids avoid ice

- SUE DUNLEVY

HALF of at-risk kids who saw the con­tro­ver­sial tele­vi­sion ads on ice would avoid the drug, re­search has found.

And one in three par­ents who watched the ads spoke to their kids about the drug.

As a new round of the ads hits TV screens tonight, fed­eral As­sis­tant Min­is­ter for Health Fiona Nash said it was proof the ads had “cut through” and were chang­ing at­ti­tudes.

The hard-hit­ting ads that ran in May and June fea­tured a doc­tor warn­ing that the drug is de­stroy­ing lives, a son bash­ing his mother and an ice ad­dict hav­ing a psy­chotic episode.

An in­de­pen­dent eval­u­a­tion by Stan­combe Re­search found more than 90 per cent of youths who saw the ads took some form of ac­tion by ei­ther talk­ing to their peers or par­ents about drugs or chang­ing their think­ing about ice.

One in three said the ads taught them ice could be harm­ful, 16 per cent talked to their par­ents about ice and one in 10 stopped or re­duced their use of the drug.

More than 2000 youths and 1700 par­ents of 14 to 25-yearolds were sur­veyed.

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