Anti-drug campaigns through the ages

Abstract

Background: Anti-drug campaigns have existed for centuries: they are social marketing efforts designed to raise awareness about the negative effects of drugs and alcohol. The primary goal of these campaigns is the reduction of drug-related harm through education and information. Numerous strategies may be used including social inoculation, techniques of aversion, disgust and fear.

Objectives: To (1) provide a pictorial and historical analysis of anti-drug campaigns from around the world, (2) explore their origins and evolution, the messages they contain and the socio-politico-cultural context from which they arise and (3) identify specific qualities which may lead to effective, vs ineffective, efforts and to consider how a campaign may reflect the underlying values of a society.

Methods: Several specific anti-drug campaigns are presented, including some from the mid-19th century up until the present day. International, public sector, not-for-profit and private sector campaigns are included. The campaign content is considered and underlying themes identified and explored. Campaigns with both progressive and punitive attitudes towards drugs are reviewed.

Findings: Anti-drug campaigns exist in various forms and with different mediums and messages – from those endorsing prevention and education, those with a harm minimisation focus and those focusing on scare tactics and aversion. Many underlying sentiments including moral and ethical attitudes can be revealed within these campaigns.

Conclusion: Anti-drug campaigns cannot be viewed in a vacuum. They are a reflection of their historical and sociocultural context and they may reveal important underlying attitudes towards drugs within certain strata of society.