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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