The Federal Government’s growing attack on the scourge of ice continues with a graphic ad campaign starting on television and online.
The $9 million, six-week blitz shows the dangers and realities of the drug, also known as crystal methamphetamine, and is designed to steer young people away.
“As an emergency doctor, I’ve seen how ice is destroying lives,” Sunshine Coast doctor Stephen Priestly said in one of the videos.
“People suffering psychotic reactions … it’s terrible for them and the people around them.”
The 15, 30 and 45-second videos depict assaults on doctors and family members, and one clip is set in a regional area, acknowledging the drug’s devastating impact on many rural communities.
Assistant Health Minister Fiona Nash said a confronting campaign is needed.
“We need to get the message to young people and parents that this drug is extremely addictive and destroys lives and families,” Senator Nash said in a statement.
“Nobody sets out to become addicted and many users think addiction won’t happen to them.
“It can and does, and these ads aim to show the realities of ice addiction.”
The videos also encourage submissions to the Government’s newly established ice taskforce, chaired by former Victoria Police commissioner Ken Lay.
“As I travel around Australia, almost every town has a tragic story to tell involving ice,” Senator Nash said.
“Recently I was told about a brother and sister who suicided after becoming hooked on ice. This is a tragedy for them, their family and their community. This has to stop.”
The taskforce is due to provide an interim report next month.