The Community of Madrid has launched a new phase of its Regional Plan Against Drugs, rolling out a high-profile social media campaign under the hashtag #LasDrogasDestrozanTuVida (“Drugs Destroy Your Life”). Prominent sports figures, including Luis Figo, Garbiñe Muguruza, Carlos Sainz, Rudy Fernández and others, have recorded video messages to raise awareness about the harms of drug use, especially cannabis and cocaine. The campaign also has the backing of top-tier football and basketball clubs, with teams like Real Madrid and Atlético de Madrid displaying banners with the campaign’s message at select matches.

This wide-reaching initiative goes beyond stadiums and screens. It will have a strong presence at the Zurich Rock ‘n’ Roll Running Series Madrid on April 27, where 45,000 runners will wear the campaign’s slogan on their race bibs. The campaign will also appear at major national sports competitions, including the University Championships and under-12 football tournaments, ensuring the message reaches both young athletes and their communities.

At the heart of the campaign is the Regional Plan Against Drugs, backed by a €200 million investment and coordinated across all regional ministries. It includes 75 prevention and response measures, spanning education, health, reintegration and surveillance. The first wave targeted cannabis use among teenagers, warning that “joints hit your life until they destroy it.” The second wave now focuses on cocaine, using the stark message: “Line you snort, life you destroy.”

Madrid’s government is pairing awareness with services. A 24/7 confidential helpline (012) staffed by psychologists, school-based prevention programs, mobile treatment units and reintegration efforts for recovering users are all part of the broader strategy. From top athletes to public health infrastructure, this campaign is a full-spectrum response to a complex issue.

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