Portugal’s Institute for Addictive Behaviours and Dependencies (ICAD) has launched a year-long prevention campaign aimed at young people, encouraging healthier choices and reducing risky behaviours. Under the message “Bom é Poder Decidir – As tuas escolhas, a tua saúde!” (“It’s Good to Be Able to Decide – Your Choices, Your Health!”), the campaign was launched on 26 June, the International Day against Drug Abuse and Illicit Trafficking. It focuses on strengthening protective factors such as self-esteem, a sense of belonging, healthy leisure activities, physical activity, healthy eating and emotional wellbeing.

The campaign is designed primarily for digital channels, reflecting the way young people receive information and interact today. ICAD says its aim is not only to prevent illicit drug use, but more broadly to improve young people’s understanding of addictive behaviours and encourage them to make informed decisions about their health. The campaign therefore also covers alcohol use and behavioural addictions without substances. Its content will be adapted throughout the year to different occasions and periods when particular risks may become more relevant.

During August, ICAD has taken the campaign directly to holidaymakers on Portugal’s Algarve coast. An aircraft carrying the message “Bom é Poder Decidir. A Tua Saúde.” flew over Algarve beaches on 1 August and is scheduled to return on 14 and 16 August. ICAD President Joana Teixeira explained that the idea is to reach young people where they are during the summer and remind them that peer pressure does not remove their freedom to choose. September activities will shift towards issues connected with the beginning of the new school year.

Alongside prevention messages, the campaign also promotes access to support. ICAD operates the free, anonymous and confidential Linha Vida 1414, staffed by psychologists who can answer questions and provide referrals to treatment. According to ICAD, although the overall prevalence of illicit drug use in Portugal has been declining, some patterns of use have become more severe and are associated with greater harm. The campaign therefore combines a positive message about personal choice with practical information about risks, support and the importance of seeking help when needed.

Find more from ICAD (Portugal, August 2026)