Ice Destroys Lives
Australian Government National Drugs Campaign (2015) with graphic TV ads showing violent, paranoid people who use crystal methamphetamine.
- Years
- 2015–now
- Country
- Australia
- Topic
- Drugs
- Asks people to
- Never startSeek help
- Strategy
- Fear appeal
- Channel
- Social (paid)TV
- Audience
- ParentsYouth
Evidence
ObservationalHarmful
Survey and interviews (Douglass 2017): the campaign was widely recognized, but exposure was linked to seeing people who use ice as dangerous (AOR 6.6). People who used methamphetamine said it misrepresented them, added to stigma and did not encourage help-seeking.
Sponsor (who paid)
- Australian Government Department of Health Foreign government, funder
Credits (who made it)
Not recorded yet.
Related campaigns
Sources
- Douglass CH et al. "Just not all ice users do that": investigating perceptions and potential harms of Australia's Ice Destroys Lives campaign in two studies. Harm Reduct J 2017;14(1):45 evaluation · 2017 · DOI 10.1186/s12954-017-0175-9 · PMID 28705259
Research notes
Created 2026-10-22 by literature mining (PubMed/OpenAlex); evidence level, outcome and findings are paraphrased from the evaluation abstracts, full texts not read. No credits: no page naming an agency was checked.
Record cases/au-ice-destroys-lives.json, updated 2026-10-23· Link to this campaign