Literature Review
Models and efficacy of illegal drug social marketing campaigns
Client:
Ministry of Health
Project Background:
Illegal drug use is a significant health and social issue in Aotearoa, New Zealand. The Ministry commissioned a literature review to inform the development of its own social marketing campaign that aimed to reduce harm associated with the demand and use of illegal drugs.
Our Involvement:
Litmus carried out the literature review. We drew on international, national and ‘grey’ literature. Grey literature was obtained by contacting key stakeholder groups throughout New Zealand and Australia.
Key Outcomes:
The Ministry used the literature review to scope its social marketing and illegal drugs campaign and inform the
campaign’s evaluation.
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