Mass media and the prevention of illicit drug use in Scotland

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Abstract
THE last three years have seen an unprecedented explosion of interest with the "drugs problem", both in UK and overseas. Due to the levels of concern in the population the British Government has developed a comprehensive strategy to tackle this problem. One of the more controversial aspects of this strategy has been the use of high profile mass media prevention campaigns. This paper examines the development of such a campaign in Scotland. It highlights the need for a clear and realistic understanding of how mass media works in health communication.
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