The campaign, promised in the Government's updated drugs strategy published on 3 December last year, kicks off with a slot in the interval of Coronation Street, followed by a two-week burst of TV ads. This will be followed up by radio, press and ambient advertising and two further TV campaigns in the summer.
Details of the campaign are being kept under wraps until a ministerial announcement on 21 May. But it is understood to involve an expansion and rebranding of the current National Drugs Helpline and web site. Capacity at the NDH has been expanded 10-fold in preparation for the launch.
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