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Shock drugs campaign

THE Federal Government’s $27 million illicit drugs campaign, including a TV commercial with a dead boy in a body bag is hoped to provoke discussion within families about drugs.

Produced by Sydney agency Batey Kazoo, “Lost Dreams” is the first federally funded drugs campaign in eight years.

Batey Kazoo group account director Simon Fitch said the whole campaign was directed at parents to highlight their roles in educating children about drugs.

“The approach is deliberately emotional and deliberately provocative and it’s proving to do just that, it’s getting an awful lot of people to talk about this issue,” Mr Fitch said.

Australian National Council of Drugs executive office Gino Vumbaca who has been involved in the development of the campaign for almost two years, said: “The whole idea of the campaign is to grab people and in a way it’s already having that effect.”

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