§ Mr. Roweasked the Secretary of State for Social Services (1) by what criteria he will judge the success or failure of the current programme of advertisement on radio and television designed to combat drug abuse; and if he will make a statement;
(2) how much the current programme of television and radio advertising designed to combat drug abuse is costing;
(3) which advertising consultants or agencies are being employed to place advertisements on radio and television designed to combat drug abuse; and how much in fees each of them is receiving;
(4) of which voluntary or charitable organisations his current programme of advertisements on radio and television designed to combat drug abuse makes use;
(5) what arrangements he has made to link his current series of advertisements on radio and television designed to combat drug abuse with helplines or other forms of counselling.
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§ Mr. WhitneyOur campaign of education and information on drug misuse will cost £2 million in 1986–87 including about £850,000 on radio and television advertising. Three advertising agencies have been employed—Yellowhammer Company Ltd., Young and Rubicam Ltd. (Television time buying), Leo Burnett Ltd. (Radio time buying). We do not pay fees to any of these agencies, who have to negotiate commission from media companies.
The effects of the campaign are being independently evaluated by quantitative and qualitative research. The key criteria are awareness of campaign materials and effects on young people's levels of knowledge and attitudes. Results to date are encouraging.
Both parents' and young peoples' press advertising includes a regular advert publicising "Freefone Drug Problems" run by the standing conference on drug abuse and funded by the Department.