March 05, 2008
For immediate release

Government of Canada Helps Parents Understand the Dangers of Drugs by Launching Advertising Campaign

OTTAWA - The Honourable Tony Clement, Minister of Health, the Honourable Stockwell Day, Minister of Public Safety, the Honourable Rob Nicholson, Minister of Justice and Attorney General of Canada and the Honourable Michael M. Fortier, Minister of Public Works and Government Services today announced the launch of the first component of the prevention-focussed mass media campaign under the National Anti-Drug Strategy.

This component of the campaign, which is aimed at parents with kids aged 13 to 15, includes newspaper, radio and online advertisements beginning this week, to be followed by a national television campaign in April.

"The launch today of this mass media campaign is an important step by the Government of Canada in addressing the serious impacts of illicit drug use among young people," said Minister Clement. "Through this initiative we are providing parents with the tools and resources necessary to help them to begin open, informed discussions with their children about drug use and making healthy life choices."

"This Government recognizes that illicit drugs undermine healthy families and safe communities, fuel organized crime and foster petty crime," said The Hon. Stockwell Day, Minister of Public Safety. "That is why our Government is committed to a National Anti-Drug Strategy, and why I am pleased today to see the launch of this advertising campaign."

This campaign comprises two components – the first, announced today, focuses on parents, and will be followed by a second campaign component which will target Canadian youth aged 13 to 15.

"In Quebec in 2006, 8.8 per cent of students in secondary school reported using drugs that cause hallucination. At almost one in ten students this is cause for concern, which is why this campaign is so important," said Minister Fortier.

"This Government recognizes that we need to prevent drug use amongst youth," said Minister Nicholson. "But at the same time we are sending a clear message to those who sell or produce drugs: you'll pay with mandatory jail time, and if you also prey on our youth, that jail time will be even longer.”

Supporting initiatives under this campaign include the introduction of a new section for parents and youth at the National Anti-Drug Strategy website and the creation of a booklet for parents, "Talking with Your Teen about Drugs", which can be ordered by calling 1-800-O'Canada (1-800-622-6232).

A National Drug Prevention Advisory Committee, co-chaired by Health Canada and the Canadian Centre on Substance Abuse, was also created to provide guidance for the development, implementation and evaluation of this campaign.

The National Anti-Drug Strategy is a collaborative effort involving the Department of Justice, Public Safety Canada and Health Canada, and includes three action plans: preventing illicit drug use; treating those with illicit drug dependencies; and combating the production and distribution of illicit drugs.