Centre for History in Public Health, London School of Hygiene & Tropical Medicine, 15-17 Tavistock Place, London, WC1H 9SH, United Kingdom.
Int J Drug Policy. 2021 Feb;88:103029. doi: 10.1016/j.drugpo.2020.103029. Epub 2020 Nov 20.
Until the 1980s, anti-drug education campaigns in the UK were rare. This article examines the reasons behind a policy shift that led to the introduction of mass media drug education in the mid 1980s. It focuses on two campaigns. 'Heroin Screws You Up' ran in England, and 'Choose Life Not Drugs' ran in Scotland. The campaigns were different in tone, with 'Heroin Screws You Up' making use of fear and 'shock horror' tactics, whereas 'Choose Life Not Drugs' attempted to deliver a more positive health message. 'Heroin Screws You Up' was criticised by many experts for its stigmatising approach. 'Choose Life Not Drugs' was more favourably received, but both campaigns ran into difficulties with the wider public. The messages of these campaigns were appropriated and deliberately subverted by some audiences. This historical policy analysis points towards a complex and nuanced relationship between drug education campaigns and their audiences, which raises wider questions about health education and its 'publics'.
直到 20 世纪 80 年代，英国的禁毒教育活动还很少见。本文探讨了导致 20 世纪 80 年代中期引入大众媒体禁毒教育的政策转变背后的原因。它重点关注了两个运动。“海洛因让你崩溃”在英格兰开展，而“选择生命而不是毒品”在苏格兰开展。这些运动的语气不同，“海洛因让你崩溃”利用了恐惧和“震惊和恐惧”的策略，而“选择生活而不是毒品”则试图传达更积极的健康信息。许多专家批评“海洛因让你崩溃”的污名化方法。“选择生活而不是毒品”更受欢迎，但这两个运动都在更广泛的公众中遇到了困难。这些运动的信息被一些受众挪用和故意颠覆。这一历史政策分析表明，禁毒教育运动与其受众之间存在着复杂而微妙的关系，这引发了关于健康教育及其“公众”的更广泛问题。
