read project plan about ICE drug. And please write more about background research and target audience based on project plan refer to questions/feedbacks below:
Background research:
You need to more clearly discuss the costs caused by this issue, (both tangible and intangible/ direct and indirect), to the communities and individuals. This enables you to better highlight the importance of taking action against this issue.
Also, you need to do some research on what has been tried in the past to tackle this issue? What impact has that had? Why do we need a fresh approach?
Target audience:
– You need to do some research (primary or secondary) to know your target audience better to be able to provide them appealing offerings that influence them more effectively.
“This campaign is looking to appeal to young adults concerns with physical appearance and ‘beauty’…” (on project plan) please note that physical appearance, especially ‘beauty’ might be more appealing for females than males. If you are targeting both males and females, you should try to design an offering that is applying to both gender.
Group 4 Project Plan – Drug Addiction (Ice)
Background Research
Methamphetamine, also known as meth/ice/speed/crystal meth, is a drug that is illegal in almost every country worldwide. It is a powerfully addictive and dangerous stimulant that affects the central nervous system, with 7 percent of Australians having tried methamphetamines at least once in their life (National Drug Survey, 2013). Methamphetamine has become more readily available in Australia in the last 15 years with Australia now holding one of the highest usage rates in the world (Colquhoun, 2015).
Methamphetamine was first developed by Japanese scientists during World War II as a way of keeping troops awake during long battles (History of Crystal Meth, 2015). This drug consists of a mixture of chemicals including acetone (commonly found in nail polish remover), lithium (batteries), toluene (brake cleaners), hydrochloric acid and pseudoephedrine. Most of these chemicals can be easily and cheaply obtained at a supermarket or chemist but have a huge impact on the human body (Groves & Marmo, 2009).
Methamphetamine affects the dopamine levels in the body allowing the user to feel intense pleasure and clarity, with effects lasting between four and 12 hours. After two uses of methamphetamine, the prefrontal cortex that handles voluntary actions no longer controls the use, causing the decision to use to become an involuntary function. The desire to use methamphetamine is now controlled by the same part of the brain that controls other involuntary functions such as breathing.
The addictive nature of methamphetamine has resulted in larger issues within the community. Methamphetamine related incidents are on the rise, with arrests in Victoria almost doubling and ambulance call outs increasing by 318 percent (Collin & Lapsley, 2008). Robberies are also on the rise as users seek to obtain ingredients to produce the drug (Schifano, Corkery & Cuffolo, 2007). Methamphetamine has also contributed approximately AUD$15 billion to Australia’s drug economy and costing the country $8.2 billion annually.
Methamphetamine is different from other drugs in a number of ways. It is a highly addictive drug with compulsive use quickly taking place. It also stimulates compulsive sexual acting out leading to risky sexual behaviour and higher levels of dependence. Due to methamphetamines highly addictive nature, conventional drug treatment is largely ineffective (Colquhoun, 2015). Side effects of use include an increase in body temperature and blood pressure, damage to the immune system, hallucinations, short-term memory loss, mood swings, poor dental hygiene and increase in the risk of contracting HIV (Groves & Marmo, 2009).
Colquhoun (2015) found that the current drug policies do not reflect the urgency to implement effective strategies as well as no practical harm reduction measures available making treatment difficult. This research highlighted the opportunity for courts and health systems to take an integrated approach through mandatory detention in treatment responses and focus on integrated health and mental health services responding to withdrawal and other drug related problems.
Project Outline
Our initial campaign aim would be to target young adults either considering to try methamphetamines or those who have already tried the drug but are not considered addicted individuals. Our campaign looks to emulate the superannuation fund campaign by comparing two individuals of the same age and same social circle. One chooses to use ice and the other does not. The campaign will look to show the affects that ice use has on the individual’s life by listing all problems that this person will face as well as showing the physical changes of the individual. This will be compared to the non-drug using individual to show the possibilities open to individuals that chose to stay clean. This campaign is looking to appeal to young adults concerns with physical appearance and ‘beauty’ and reaching out to them as a preventative measure.
Target Audience
Main target audience would be young adults aged 16-21 years. Research has shown more young people are starting to experiment with drugs around 15/16 years of age. A side target would be parents looking to communicate a similar message and support this campaign to their children.
Segmentation Strategy
o Behaviour: reducing supply/demand and amount of ice users, preventing use, provide health and medical services
o Benefit: individuals and groups
o Demographic: young adult aged between 16 and 21 years
o Geographic: Australia wide
o Psychographic: primarily upper middle class, young adult ‘party’ lifestyle, teenage tendencies to be image conscious and easily peer pressured
Ideas for Communication Objectives
This campaign would look to address the negative social consequences, psychological consequences, physical consequences, positive behavioural alternatives, physical benefits of not using drugs and education into drug use. We hope that this campaign will lead to young adults turn away for drugs, and ice in particular, by encourage them to participate in more positive social activities and highlighting the positive outcomes that arise from abstaining from ice use.
Other Supporting Materials
This campaign could also use posters, television adverts, handouts given to schools and other popular young adult locations e.g. shopping centres to help spread the message