“Just not all ice users do that”: investigating perceptions and potential harms of Australia’s Ice Destroys Lives campaign in two studies

Abstract

BackgroundIn 2015, the Australian government launched the media campaign Ice Destroys Lives targeting crystal methamphetamine use. Previous research indicates mass media campaigns may have harmful effects for people engaged in drug use. This study investigated perceptions and harms of Ice Destroys Lives among adults with a history of injecting drugs and young people.MethodsThis analysis includes data from two studies: an online questionnaire with young people and in-depth interviews with adults who use crystal methamphetamine. Young people from Victoria, Australia, were recruited through Facebook. We collected data on drug use, campaign recognition and behaviours. Participants who recognised the campaign indicated whether they agreed with five statements related to Ice Destroys Lives. We compared campaign perceptions between young people who reported ever using crystal methamphetamine and those who did not. Adults who use crystal methamphetamine were sampled from the Melbourne injecting drug user cohort study. We asked participants if they recognised the campaign and whether it represented their experiences.ResultsOne thousand twenty-nine young people completed the questionnaire; 71% were female, 4% had used crystal methamphetamine and 69% recognised Ice Destroys Lives. Three quarters agreed the campaign made them not want to use ice. Ever using crystal methamphetamine was associated with disagreeing with three statements including this campaign makes you not want to use ice (adjusted odds ratio (AOR) = 4.3, confidence interval (CI) = 1.8–10.0), this campaign accurately portrays the risks of ice use (AOR = 3.2, CI = 1.4–7.6) and this campaign makes you think that people who use ice are dangerous (AOR = 6.6, CI = 2.2–19.8). We interviewed 14 people who used crystal methamphetamine; most were male, aged 29–39 years, and most recognised the campaign. Participants believed Ice Destroys Lives misrepresented their experiences and exaggerated “the nasty side” of drug use. Participants felt the campaign exacerbated negative labels and portrayed people who use crystal methamphetamine as “violent” and “crazy”.ConclusionIn our study, Ice Destroys Lives was widely recognised and delivered a prevention message to young people. However, for people with a history of crystal methamphetamine use, the campaign also reinforced negative stereotypes and did not encourage help seeking. Alternative evidence-based strategies are required to reduce crystal methamphetamine-related harms.

“I was worried if I don’t have a broken leg they might not take it seriously”: Experiences of men accessing ambulance services for mental health and/or alcohol and other drug problems

“…(p2956) Similarly and consistent with the findings of our study, results from a qualitative study of patient reports of being “badly treated” by ambulance service found that patients suffered when exposed to judgemental attitudes or when interactions with paramedics were perceived as lacking empathy or compassion . As noted, this may be the experience for patients who present with methamphetamine issues, which could be related to recent stigmatizing portrayals of people who use methamphetamines via the media, polices and public health campaigns …”

A Web-Based Toolkit to Provide Evidence-Based Resources About Crystal Methamphetamine for the Australian Community: Collaborative Development of Cracks in the Ice

“…Stigma and the belief that no effective help is available are 2 of the most commonly stated barriers to help-seeking for substance use and mental health problems [ 29 - 31 ]. Internet-based interventions do hold promise to overcome these barriers to care [ 32 , 33 ], particularly if information can be presented in a nonjudgmental and stigmatizing manner [ 34 ]. Further research is needed to clarify the reasons why some individuals do not feel comfortable seeking help online for their methamphetamine use (eg, privacy or stigma) and to understand how these concerns can be addressed in online treatment delivery.…”

Ice towns: Television representations of crystal methamphetamine use in rural Australia

“…Others have pointed to the ‘demonising’ and ‘stigmatising’ impact of sensationalised coverage (Lee, 2017; Richards, 2018) and the frequently ‘pejorative value judgements about drug use, and those who use drugs’ found in the press (Hughes et al, 2011: 286). There are concerns that such depictions can increase the tendency for people to under-report lifetime use of ice (Chalmers et al, 2016) and dissuade them from help-seeking (see Douglass et al, 2017; Lee cited in Williamson, 2017; Marsh et al, 2017).…”