In response to alarming statistics on drug-related emergencies among minors and young adults in Italy, a new institutional communication campaign titled “Buttavia la droga, non la vita” (Discard Drugs, Not Life) has been launched. The 2023 report to Parliament on drug addiction in Italy revealed nearly 10% of drug-related emergency room visits in 2022 involved minors, and about 14% concerned individuals aged 18-24. Additionally, 15% of hospital admissions with a primary diagnosis related to drugs involved people under 24, marking an increase from the previous year. A noteworthy trend in 2022 was the overall reduction in the average age of hospitalized individuals, particularly among females.

The campaign is a joint effort by the Department for Anti-Drug Policies and the Department for Information and Publishing. Its primary objective is to raise awareness among young people and their families about the health risks associated with drug use and to combat addiction.

Campaign Goals: The main goal is to sensitize youth and their families to the dangers of using any narcotics, highlighting the risk of potentially throwing away their lives.

Target Audience: While primarily aimed at young people, the campaign also addresses families and educators.

Content of the Messages: The campaign’s central feature is a commercial portraying two boys of different ages. The younger boy, upon seeing the older one preparing to smoke, questions him and reminds him of the harms of drug use, having witnessed its consequences. A voiceover cites the concerning statistic that almost 10% of drug-related emergency room visits in 2022 involved minors. The commercial concludes with a close-up of the younger boy delivering the campaign’s key message: “Discard Drugs, Not Life.”

Distribution Channels: The campaign is disseminated through Rai networks (TV and radio spots) and online platforms.

This initiative reflects a strategic approach to tackle the growing issue of drug use among Italy’s youth, blending direct communication and poignant storytelling to deliver a powerful message on the perils of drug addiction.

Find more from Dipartimento Politiche Antidroga (Italy, November 2023)