DrugsNot4Me is this government’s new mass media campaign designed to deter youth from partaking in illegal drug activities.

“Mirror,” the latest television ad to promote this campaign, was released in conjunction with National Addictions Awareness Week, which took place November 14 – 20.

The ad, which aims to educate teenagers ages 13 to 15 about the dangers associated with illicit drug use, focuses on the harmful physical and social effects of drugs, demonstrating how experimentation in youth can quickly escalate into lifelong addiction. It will air between November 15, 2010 and March 20, 2011 on channels and programs geared to teenagers in Canada.

In addition to television commercials, DrugsNot4Me will make use of interactive banners on web sites like Facebook that are popular with teens, as well as advertisements on buses, trains and subways across Canada.

The DrugsNot4Me Facebook page features a forum where youth can engage with their peers on the topic of drug prevention.

This government is proud to work with parents in educating our teens and promoting the message that drug use is dangerous.

Canadian teenagers deal with many pressures, and are constantly bombarded with Hollywood images that depict drug use as glamorous and not a big deal. It is our job to let them know otherwise.

These messages are crucial, not only for teens, but for everyone. This year, the National Addictions Awareness Week encouraged Canadians to think twice about engaging in risky behaviour through the theme “Celebrating Healthy Choices.”

Held annually during the third week in November, the week presents a valuable opportunity to focus on the harms associated with alcohol, drugs, tobacco and gambling, promoting addiction-free lifestyles for individuals, families and communities.

This government is committed to the creation of positive, safe and healthy environments, and this begins with discouraging illicit drug use amongst teens during such an important time in their lives. They need to be made aware that the decisions they make now can affect them positively or negatively for the rest of their lives.

Teens seeking youth-friendly, up-to-date information on the effects of illegal drugs, as well as resources to help them resist peer pressure and say “no” to drugs, are encouraged to visit the campaign’s web site at www.drugsnot4me.ca.

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