PROJECT ORINOCO

Engaging the Community

with Drug Litter

Campaigns

Debrief Presentation

1st December 2004 Prepared for:

Prepared by:

Hauck, Harlequin House, 7 High Street,

Teddington, Middlesex TW11 8HR

Tel: 020 8614 1755 Fax: 020 8614 1710

Presentation Overview

Background, Objectives and Methodology

The Hotspots

Attitudes to Drug Dealers and Users

Drug Related Litter: Attitudes and Current Behaviour

How to Tackle Drug Related Litter

Communication Guidelines

Conclusions and Recommendations

Background, Objectives and Methodology

Background ENCAMS aim to achieve litter free and sustainable environments. Drug Related Litter

(DRL) has been identified as an increasing threat to this

ENCAMS aims to implement a programme that aims to reduce DRL by 50% in specific hotspot areas~ ideally creating cleaner and safer communities & leading to development of best practice guidelines

Initial stages of the programme have already been put in place~ selection of pilot areas, contact & consultation with key partners, set up and convening of steering group and agreement of action plan

ENCAMS now wishes to explore the public’s attitudes to DRL in order to create motivating messages that will engage the public and encourage them to take action

ENCAMS has identified DRL hotspot communities in Bristol and Torbay in which to research potential barriers and motivations to taking action

Objectives

To gain understanding of hotspot community attitudes to DRL and determine messages that would encourage them to take action when faced with DRL

Overall

Specific Objectives:

To ascertain opinions and perceptions of drug users and dealers

To explore awareness and understanding of DRL~ extent of problem and impact within community

To understand barriers and motivations to taking action when faced with DRL~ identify most motivating messages to encourage action~ best channels and means of communication for messages and information

To seek views on how DRL should be tackled~ awareness and perceptions of potential facilities to manage DRL

Methodology and Sample20 x 1hr Pre-Sensitised Friendship Pair Depths

6 x 1hr Business Depths

10 x Bristol 10 x Torbay

• St. Pauls, Easton, Hartcliffe, Knowle

• Torquay Central, Hele, Paignton

3 x Bristol 3 x Torbay

• St. Pauls, Easton, Knowle

• Torquay Central,Hele, Paignton

All living or living AND working within or nearby an identified hotspot area

½ to community minded/involved individuals, ½ none/less community involved

~ 2 people per location part of a community ‘environment’ scheme or representatives

Spread of lifestages

Mix of gender and working status

Even representation of hotspot areas per location~ postcodes of hotspot areas provided by ENCAMS

All businesses located within or close to hot spot areas

All to be the business proprietor or part of senior management

Spread of business types~ small business types e.g. corner shops, bars, guesthouses

All fieldwork was carried between 15th-16th November 2004

Sample Outline

Bristol/ TorbayEmpty nester-retired10 & 20

Bristol/ TorbayEmpty nester-working 9 & 19

Bristol/ TorbayOlder family 8 & 18

Bristol/ TorbayYounger family 7 & 17

Bristol/ TorbayPre-kids 6 & 16

Bristol/ TorbayEmpty nester-retired 5 & 15

Bristol/ TorbayEmpty nester-working4 & 14

Bristol/ TorbayOlder family 3 & 13

Bristol/ TorbayYounger family 2 & 12

Bristol/ TorbayPre-kids 1 & 11

LocationLifestage Friendship Pair

Guesthouse, Paignton6

Taxi Company, Hele5

Guesthouse, Torquay Central

4

Bookmaker, Knowle3

Butchers, Easton2

Wine Bar, St. Pauls1

Type & Location

of Business Business

Depth

The Hotspots

Hotspots Overview

Torquay Central Paignton

‘Rough’ council

estate in Torquay

Drug dealers/abuse

rife, gangs of

youths, litter,

DRL a big problem

Hele

Tourist town,

quite affluent,

popular retirement

destination

Huge litter &

alcohol problem,

drugs less of

concern, v. localised DRL

Small tourist

town

Litter main

problem, drugs

problem in past,

DRL not big issue

St. Pauls, EastonKnowle West,

Hartcliffe

Inner city

Drug pushers & users,

prostitution,

anti-social behaviour,

DRL big problem

Out of city estates

Drug dealers & users

moving into area, changing

community atmosphere,

DRL becoming a concern

Hartcliffe potentially worse

affected

Easton, Bristol

DRL Awareness Part of wider problem of drug abuse~ mainly sex litter in bushes, alleyways

Key Local Issues Prostitution & pimping

Drug dealers and users~ associated crime, violence, guns

Dirty, run down streets~ boarded up shops, litter everywhere

Gangs of teenagers, antisocial behaviour~ boy racers, verbal abuse to pedestrians

No police on the beat~ “left to stew in out of control area”

Description “Amongst the worst inner city areas in the UK”- David Blunkett, Home Secretary

Awareness of Local Initiatives Street wardens increase safety in general

St.Pauls, Bristol

DRL Awareness Part of wider problem of drug abuse, general litter and prostitution~ mainly beer cans, foils/cellophane and sex litter~ occasionally needles

Key Local Issues Just want to get on with lives~ fed up with St. Paul’s attracting undesirables~ too many ‘services’- probation, homeless shelters, hostels, drug programmes

Drug dealers and users (NB users mainly outsiders who come in to get drug or get off drugs)~ associated crime, violence, guns, intimidation

Blatant prostitution & pimping Dirty, run down streets

~ derelict buildings, litter everywhere Too much traffic

~ traffic going into city centre Police presence too OTT

~ in cars, helicopters but need more on the beat

Description Multi-cultural inner city area close to town centre, with a

strong sense of community but ‘bad’ reputation~ similar to Easton (NB viewed as having worse problems)

Awareness of Local Initiatives

Community representatives and Street Wardens~ have made positive impact

Street cleaners do a good job~ but hard to keep on top of litter

Knowle West, Bristol

DRL Awareness Starting to become a problem, but little found. Viewed as part of wider drug abuse problem~ NB occasional needle, foils and methadone bottles

Key Local Issues Undesirables moving into the area

~ Drug dealers and users, ‘troubled families’~ bring associated crime and anti- social behaviour~ give area bad reputation~ but drug taking and dealing is not in public

Loss of Community atmosphere ~ keep themselves to themselves~ feel unsafe and scared~ invest more in home security

Area being run down~ shops closing down and being boarded up, graffiti vandalism

Gangs of youths hanging around~ intimidating

Description Southern suburb of Bristol, 3 miles from centre- near to Hartcliffe

Awareness of Local Initiatives

Street wardens and street cleaners ineffective~ don’t doing a proper job

Lack of faith in Council and police~ do nothing to help, so feel trapped

KWAD (Knowle West Against Drugs)~ ineffective, just a money making scheme

Hartcliffe, Bristol

Key Local Issues

DRL Awareness Prevalent, noticeable problem~ in gutters, grass verges

Drug dealing

Discarded needles, foils, condoms

Intimidating, rowdy teenagers~ esp. late at night

Dirty estate~ including dumped furniture

Description Neglected estate on south side of

the city

Awareness of Local Initiatives

Street wardens

Hele, Torquay

Key Local Issues

DRL Awareness

Problem esp. in areas where kids frequent e.g. playgrounds, bike park

Drug dealing and taking~ known dealers~ huge stash of drugs and an addict recently found dead by kids

Gangs of youths out at all hours ~ drinking, making noise~ as young as 8-9yrs old

Fly tipping~ cars, beds, anything goes

Not enough bins for dog mess

Description Large council estate area, a mile from

Torquay centre

Awareness of Local Initiatives

Bike park at top of hill~ footpath to it is dealer/user hotpsot

Community wardens

Torquay Central and Sea Front

Key Local Issues

DRL Awareness Some needles in parks, public toilets, esp.

sea front ~ restricted to certain areas

Litter in the streets~ due to hills, gulls, poor refuse collection

Influx of northern “immigrants” on benefit who don’t care about area~ from Liverpool & Scotland

Drunken behaviour, vandalism & graffitti~ locals~ but made worse by visiting stag & hen nights

Drug users~ esp. around Factory Row & sea front

Speeding and traffic jams

Description “Queen of the English Riviera”

Awareness of Local Initiatives

Some awareness of Pretty Park changes~ cut back of bushes, improved lighting

Paignton, Torbay

DRL Awareness Not viewed as a current problem

~ was a problem 3 years ago but better nowadays

Key Local Issues Huge litter problem Too much traffic

~ on main thoroughfare~ pollution~ kids can’t play safely in the street

Dog litter~ careless owners, dangerous for kids

Gangs of youths~ anti-social behaviour

NB drug taking not viewed as current problem~ more in Torquay~ hotelier moved to get away from drug problem

Description Tourist resort, smaller, quieter version of Torquay~ tourists=mostly older couples and families

Awareness of Local Initiatives

General satisfaction with the council and police

~ respond well when called, doing best to clearlitter

How do the residents feel in these areas? I

Scared

Unsafe to go out at

night

~ fear of muggings,

verbal abuse

~ esp. elderly,

children

Angry

At the cause e.g. drunken

youths, drug dealers &

users

At authorities

~ turning a blind eye

~ for not doing enough

The strength of feeling is greatest in Bristol and Hele, less so in other Torbay areas

Worried

About the future

of their kids

Distrustful

Local council/police

~ fail to keep

promises

“It boils down to the council. You have to keep reporting it and most of them, don’t live in the

area, they live in the suburbs so they’re not really concerned about inner city” Bristol

How do the residents feel in these areas? II

Neglected

By police and

authorities

~ left to cope

on their own

Anxious

At tourists/ visitors

seeing the problems

The strength of feeling is greatest in Bristol and Hele, less so in other Torbay areas

Frustrated

Don’t want to have to deal with

impact drugs create on their

lives

~ should be able to get on

with their lives as normal

Little being done to help

~ even if report concerns,

not taken seriously

“We can’t be the only people in Knowle who are just fed up with it

all” Bristol

Attitudes to Drug Dealers and Users

What they Think of Drug Dealers

• Attract undesirables into the area

~ drug users

• Gives area bad reputation

The root of the problemThe root of the problem

• Encourage anti-social behaviour in area

~ noise, violence, gangs hanging around

• Make community feel unsafe

~ fear going out at night

~ fear repercussions if inform authorities

~ No go areas• Increase crime in area

~ by attracting users

• Threat to society

~ exploit vulnerable people i.e. users

~ immoral individuals

Anger and frustration is mainly targeted at dealers. Residents and businesses strongly feel the authorities should do more to tackle them

• Destroy community feeling

~ residents keep themselves

to themselves

“It’s the whole inconvenience and everything it causes, it just disrupts your life completely”

Bristol

What they think of drug users

Superficial responses stem from strong feelings about how users negatively impact on their lives. However, many also express a more sympathetic view and recognise that users need for help

SUPERFICIAL LEVEL

Parasites/pests

Messy and dirty ‘Drug litter themselves’

Irresponsible

Unpredictable~ unsure how act when high

Selfish~ only care about

their next hit

“Just angry at the addicts- ‘cos why do they have to bring their problem to the doorstep of everyone else”

Bristol

CONSIDERED LEVEL

Element of Sympathy

~ empathise with the causes of addiction

Appreciate that need help but

unsure of best solutions~ an enormous task

“We should be looking to get em off it, as far as I’m concerned”

Torbay

What should be done to deal with the drug problem? I

Consumers want a harsher crackdown on dealers and greater proactive protection from the ‘authorities’

• ‘Zero tolerance’ on drug usage and dealing (e.g American Style)

~ e.g. on the spot fines/confiscation for drug taking ~ arrest the dealers

- “the authorities know who and where they are!”

Greater protection from associated crime and anti-social behaviour

~ more proactive than reactive

~ consistent police presence - on foot or with dogs

~ on street security, ‘Heavies’ on the street corners

Deterrents~ shut down/ demolish places where users congregate~ more CCTV, greater police presence

Stop the Dealers, Users andProtect the Public

What should be done to deal with the drug problem? II

• Focus on tackling the addiction

~ help to get off drugs, not lock away

~ rehabilitation, counselling, programmes- e.g. St. Paul’s drug

programme

~ employ ex-drug users to help them

Majority believe drug users need help to tackle their addiction, but are sceptical about the effectiveness of drug rehabilitation programmes

Help the Users

“They do need help, cos they start doing it for a

reason, some of them are just bored” Torbay

DRL: Attitudes and Current Behaviour

What is Drug Related Litter?

The majority need education on what drug litter actually is. The DRL most commonly found is often confused as general litter, except by the

most knowledgeable

Beer cans/ plastic bottles with holes

Familiar to allNB syringes less

frequentlydiscovered but

most feared~ HIV risk

Most frequently found but not seen as DRL or perceived as a threat

Used Syringes Cellophane

Discarded clothes, mattresses Methadone bottles

Urine, faeces, vomit Foils Spoons

Condoms

“It’s all the shit addicts leave about us when they’ve finished what they’re doing” Bristol

LEAST ASSOCIATED MOST ASSOCIATED

Where is DRL found?• Parks, playing fields, play

grounds

~ bushes

• On the street

~ on own, or with general rubbish

• Own Front or back garden, back yard, doorstep

• Car parks

• Alleys, crevices

~ back of homes, back of shops, side alleys

• Around schools

• Toilets

(public, in business)

• Hotel rooms

(NB Torquay)

DRL is widespread but not always found in the most ‘main street’ areas. The greatest concern being that it is most commonly discovered in areas

where kids play and hangout

• Wasteland

Attitudes to DRL

Hatred Filthy

DangerousDespicable

Selfish

BUT other issues are considered a bigger problem:

Drug dealers and users

~ cause fear, crime,

violence

~ without dealers/ users,

there would be no DRL!

- esp. in Hele, Easton,

Hartcliffe, St.Paul’s

General litter

~ dirty streets and parks

~ DRL is only a part of a

wider problem

- esp. Torquay Central

Despite not being the key issue in some areas, DRL is reviled by all and is an unpleasant reminder of the bigger issues in their

communities

Disgusting

What are people’s concerns about DRL?

The key concern with DRL is that kids will accidentally prick themselves with infected sharps

Fear may drive customers away, loss of income ~ esp.Torbay

Business

Growing up in

environment where DRL is

the norm

~ need to protect future

generation

~ must be given chance

of positive start in life

Stick injury

~ by accident, through

curiosity

INFECTION!

~ HIV, hepatitis, other

diseases

Kids

NB Kids more exposed to DRL than adults~ DRL typically found where kids play i.e. playgrounds,

woodlands, grass areas etc

Stick injury to other

members of society

~ even animals/

pets!

Other Vulnerable People

NB Adults less concerned about themselves

~ “I know better”

Why would people take action against DRL?

In reality the most motivating reason to take action is to protect the people who are dearest to you

Protect weak, more vulnerable people

~ responsibility to others in society

Protect those closest to you~ family esp. kids, grandkids

- young & older family & empty nesters

Protect Livelihood~ avoid putting off customers/

tourists from using your shop/ services

Make area feel cleaner and safer

~ more appealing place to live for family

& community?

When it’s on your doorstep

~ literally

Reality Theory

X“Well I am worried that the little ones are going to pick it up and

they are going to stab themselves with it and obviously you don’t know what damage it's

going to cause for them” Bristol

How do people currently deal with DRL?

Individual anecdotes from the community minded recruited people

Guesthouse owner calls council to remove from her

premises

Nurse removes collection of needles from derelict

garage & disposes of them at hospital

Taxi driver carries dentist gloves in car in case need

to remove DRL

Most people do nothing about the DRL that they see from day to day

Vast majority presently do nothing

~ unless personally affects them e.g. in front

garden

~ unless in very dangerous place e.g. kids’

playground

However:

What’s currently stopping people from taking action against DRL?

APATHY

A mistrust of authorities plus lack of awareness of services to tackle DRL are prime contributors to the prevailing apathy

No confidence/belief in authorities and services to take action

~ negative previous experiences

~ expectation that nothing would be done even if did report DRL

Some desensitisation/ habituation to the problem

~ partial acceptance of the problem, don’t always notice that it’s there

- esp. sex related litter

Unaware of what action they can take

~ no knowledge of services available, who and what number to contact

etc

Don’t care about community/ area where they live

~ fragmented society

FEAR Some fear of reprisal

~ from dealers/ users

- brick through window etc

~ esp. amongst post-nesters

“People are very lacksadaisical - they will say ‘Have you seen that mess out of the back? Then they go in, shut the door

and turn on Coronation Street - they don’t bother” Torbay

How to Tackle to Drug Related Litter

What’s Currently Being Done to Tackle DRL?

EffectivenessActions

Overall low awareness of current initiatives to tackle DRL. An effective solution is yet to be delivered

• Street Wardens (NB St.Paul’s)

~ clean up rounds in the morning

Remedial actions

~ clearance of parks, pull down shelters (i.e. Easton, Torquay)

~ increased lighting, cut back bushes (Bristol & Torquay)

~ UV in toilets (Torbay)

Drug and sex litter hotline (NB Bristol)

~ NB limited awareness

~ got the card- not sure where from

~ some recall of van

Anti-Social Behaviour reporting hotline number, for drugs (NB Knowle West)

? Works if have a proactive warden (e.g. St. Paul’s)

~ but little confidence in most wardens to deliver

? Has made a difference in Torbay

~ feel problem has been solved, areas feel safer

~ but little impact in Bristol

A reassuring service to have

~ free phone

~ not used yet, but would report for needles

~ but unsure of effectiveness

~ run by health service? A good idea but waste of time in reality

~ no action taken from experience

Maximising the Most Motivating Initiatives

Public Opinion

• Potentially most effective with minimum public effort

~ visible impact immediately esp.

worst areas e.g. St.Paul’s, Hele

Proactive not reactive

BUT• Lack of confidence in

authorities to provide adequate service

~ may neglect non hotspot areas

~ sceptical over sufficient funding or resources

provided

Regular Drug Litter Patrols

• Visible but discrete. esp. in tourist areas

~ no fluorescent jackets to draw attention or remind of problem

• Consistent and long term

~ not a short term quick fix

• At least once a day to have impact

• Sufficiently resourced to work

~ e.g. not just 2 people in a van!

Optimisation

“I think litter patrols are good if people can clearly

see what they’re doing and we’re telling people so”

Bristol

Maximising the Most Motivating Initiatives

• Often mentioned spontaneously!

• Empowers them to deal with DRL

~ most currently unsure what to do/who to call if see a needle

Response = feel doing bit to protect family and community with minimum effort

BUT• How rapid and ‘dedicated’?

~ how would it work?

~ sceptical, assume run by council or police (NB little faith, some negative past experiences)

Reactive and relies on good nature of public to call in

Public Opinion Optimisation• Confidential and free collection

~ minimum to encourage use

• Number= memorable and looks free phone

~ not like a council number

• Cleared ASAP

~ realistically 1 hour/ same day

• Direct line with human contact

~ no routing or automation

• Proof it’s been cleared

~ visibility of clean up team

~ will repeat call-been worth it

• NB Need clarity on what should report and how

• it will work

~ NB only really report needles (the most

threatening)

Free phone DRL Hotline and Dedicated Rapid Response Team

Maximising the Most Motivating Initiatives

• A must have, need to know!

• Feel more in control and less panicked when discover/pricked by a needle

~ confident what to do

~ aware of all the facts

• Key for everyone esp. kids, families

Public Opinion

Educational Leaflets “What to do if you find a needle”

Optimisation

• Simple and direct

~ not too much detail or

information otherwise won’t read

• Kid friendly- important kids read,

as most affected by it

~ bright, colourful

~ as part of drug education at school

• Obvious subject matter

~ about drug litter (unlike Nottingham

poster)

“Everyone needs education. I didn’t knowhalf these things

before I just read them andespecially kids“

Torbay

Maximising the Most Motivating Initiatives

• Any initiative must work hard to provide confidence and gain the public’s trust in order to overcome the current mistrust and scepticism of “authority” run schemes

• This can be achieved by clearly delivering against any actions outlined in the initiatives taken forward

• However parameters must also be set to manage expectations on what type of DRL will be cleared

Most Relevant Initiatives Aimed at Drug Users Personal Sharps binsNeedle exchange

• Potentially most effective service aimed at drug users

• Free clean needles

~ big incentive for users -win win!

~ save money, protect health• Encourages users to take

responsibility• BUT• Too liberal for some

~ accepting drug use

Bring more users into area• Unsure users would take

needles in

• Drug users could carry it around with them

Also have at home• Must have for businesses as

well

~ to protect their clients

BUT• But doubt users would be

willing enough to carry them with them

~ draws attention they are a user

NB Public would never use!

~ wouldn’t have at home just in case

Encourages users to be responsible and could solve DRL on street but public doubt responsibility of users to make use of the service- lack lucidity when

high

“But they’re not going to are they, once they’re drugged up, once they’ve used that

needle, they’re not going to think, oh I’ve got to put that in may pocket and exchange

it for later” Bristol

Least Relevant Aimed at Drug UsersPublic Sharps Bins

• Better than having needles hanging around

BUT

• Believe users not responsible enough to use them

Flags up problem in area

~ NB off putting in Tourist areas

~ feel dirty, lowers tone

Concerned kids will play with them

~ poke fingers in holes

Could be vandalised

~ e.g. raided by drug users to get needles (NB Stokescroft)

Safer Injecting Room

• Gets users off the streets

• Controls the problem

~ if decriminalised and run by authorities

Could also give users advice and help to beat their addiction

BUT

• Too liberal for most

~ accepting usage

• Relies on good nature of users

Bring more users into the area

Ultimately the public do not want services that seem to condone drug usage or bring more users into their neighbourhoods. They also doubt the lucidity of

users to responsibly dispose if their needles

“Why encourage them to come into St..Pauls to take even more hard

drugs?!” Bristol

Ideal Way to Combat DRL

The public acknowledge that although it may not solve the problem, any DRL initiative will have a benefit on their environment

Preventative

Drug users take more responsibilitye.g. needle exchanges

Ultimately tackle the dealers

Proactive NOT Reactive

Regular DRL clear up teams~ education

Ensures constant ‘safe’ environment

Ideal

Quick Removal of DRL

Hotline to report DRLand dedicated clear up team

Reactive but should clear problem quickly

~ will ultimately benefit community, if reported

Realistic

Communication Guidelines

What do the public want to see? I The public acknowledge that people take no notice of ‘soft’ messages

Belief that shock tactics will affect apathy

Therefore want to see hard hitting campaign

~ e.g. anti-smoking campaigns, anti-speeding campaigns etc

“Shock tactics work. if you just pussyfoot around this problem it’ll be a waste of time” Torquay Central

What do the public want to see? II

Aim: To grab people’s attention and shock them out of currentstate of apathy/ inaction

Such messages/imagery raises awareness of DRL issues although there is likely to be sensitivity towards using such associations

Requirements: Direct, bold, hard hitting, shocking

The public believe the following will shock:

Use kids as main vehicle

~ main concerns of DRL

~ playing on fears & emotions

Depict serious but credible threat to

their kids’ safety

~ e.g. needle in playground etc

What do the public want to hear?

Messages must be simple, credible and tap into the emotional and perceived threats that DRL presents to individuals

Cleanliness Anonymity

Non-Specific Others Getting

Hurt

Solving Problem of DRL

Rapid Response to

Calls

Protect Family & Those Close To

YouSafety

Community

Most Motivating

Least Motivating

What should messages say? Reference broader litter problem e.g. ‘make your community

cleaner’

~ general litter is a major problem which should not be

confused with DRL messages

Imply reporting people to, helping authorities e.g.‘Report it’,

‘help us’

~ lack of trust/respect for authorities

Refer to non-specific others getting hurt e.g. ‘Ignore it and

you’ll put someone else at risk’

~ depersonalises message, takes away emotionality

~ too much of guilt trip

Make overclaims e.g. ‘Report it, to stop it’

~ by removing DRL the bigger problem is still not solved!”

Overtly mention anonymity e.g. ‘Anonymity assured’

~ raises suspicion by bringing to forefront of mind

Patronise e.g. ‘do your bit’

~ sounds good-goody

! Take Care Not To !Do Talk About Protecting your family, yourself, those close to you

~ including friends

~ people you really care about

- personalises the danger, further play on emotion

~ implication of disease and infection

Safety e.g. ‘make streets safer’

Calls being responded to asap e.g. ‘responded to as

quickly as possible’

~ helps to build credibility that something will

be done if one takes the time to act

“They need to say that it couldhappen at your

home, to one of your kids”Bristol

How motivating is it to talk about the community?

Overt communication of benefiting the community may fail to motivate or simply alienate the public. A more subliminal, secondary

tone could be used via imagery to imply the benefit to the community i.e. communal playground

Strong appeal to community

minded individuals

~ minority of people

~ more prevalent in less

serious drug areas

Lack of community feeling, “them”

and “us” in some areas

~ racial division e.g. “the

“Somalians”, “the young black mums”,

“the Asians”

~ “the druggies”

~ the “others” who let their kids out

on the streets and do what they want

Some people will respond to messages about helping the community whereas everyone responds

to messages about self and/or family

~ communication must cast as wide a net as possible

~ eventually the action of individuals benefit the community

“People all say they like to think about the community but first and foremost your family comes first, so if you have got

anybody out there who has got kids or anything, you should say PROTECT YOUR

FAMILY” Torbay

How do consumers expect it to be?

XXX XXXXX XXXXXXX XXXXX

XXXX

XXX XXXXX XXXXXXX XXXXX XXXX

Call: 0800 44 44 44

Drug Litter Hotline0800 111 111

What to do if…..

• ……….

• ………

What to do if…..

• ……….

• ………

CORE INFORMATION

Simple, clear message

~ e.g. “Protect your family, call

the drug litter hotline”

~ don’t need time to decipher it

Short explanation of what to do/

who to call

~ NB people currently unaware

of service

Clear, bold, memorable freephone

telephone no.

~ minimal barriers to calling

number

Card to take away

~ put in wallet, stick on fridge

Identifiable association

between local authority and

Encams (a non-authority)

~ specific to local area

~ not just another council

campaign

Secondary Information

What to do if find/ injured by

needle

~ useful info but not

essential, may distract

away from main message

- hence at bottom of

page and/or on card

Maximising Exposure to a DRL Campaign

Running a consistent campaign, using a variety of media would ensure a clear, powerful message is conveyed with maximum exposure

E.g. pub, newsagents, convenience store, supermarkets~ where people actually go!~ shows support from local businessesNB Not just libraries, GP’s surgeries & community centres

Local Businesses

Kids come into contact most with DRL, plus are more vulnerable~ need education & heightened awareness

Schools

The precise locations where DRL commonly found!

Playgrounds & Public Spaces

Widely read in locality~ hits specific, local target

- i.e. Torquay Herald Express, Metro in Bristol

Local Paper

Local news bulletins, local advertsNB Default response

TV/ Radio/ Cinema?

Show tourists action is being taken vs.

Putting tourists off

Tourist Areas?Door Drops

Key locations~ i.e. Stapleton Rd in Easton

Conclusions and Recommendations

ConclusionsDrugs and drug litter

Drug Litter is seen as a symptom of a much more serious drug problem

Drug dealers and users are seen as the cause of this problem. Dealers are the ‘root’ cause and although users are not tolerated, the general consensus is that more should be done to help them

The public desire greater protection and support from the consequences of drug abuse

but actually lack faith in the ‘authorities’ (police, council etc) to act against it

Therefore any public initiative that aims to encourage public intervention must work hard to gain the public’s trust in order to encourage their co-operation

The public need education about drug litter, what it is or what to do if they find or are pricked by a needle

Used syringes are most commonly associated with DRL and considered the most dangerous, but not the most frequently found

ConclusionsDRL Messages

Although the public feel efforts should be targeted at combating the cause of the litter, they

realise the benefit of clearing drug litter

Fear that your/a child could catch HIV or Hepatitis via an infected needle is the most motivating reason to report DRL, especially as Drug litter is most commonly found where children play

‘Safety’ is therefore a highly motivating message, especially if targeted at ‘you and your family’ rather than the community, although ultimately any action taken will benefit everyone

Apathy is the main barrier to reporting DRL. This largely stems from the general lack of faith

in the ‘authorities’ to act and some de-sensitisation to the problems in areas worst affected

To have impact and cut through, the public want messages that will jolt people out of their apathy by reminding them of the consequences of inaction

Thus, the public desire the use of hard hitting, even shocking, images and language

ConclusionsDRL Initiatives

The public ultimately want the authorities to take a more preventative and proactive stance e.g. dealing with wider drug issues, regular drug litter patrols, education

However, there’s little belief that the drug users will co-operate with any initiatives and that the ‘authorities’ will provide sufficient funding and resources

Thus, a free phone hotline and dedicated response team would provide sufficient reassurance and empowerment for the public

For any initiative it will be key to manage expectations in terms of what drug litter will be cleared or what should be reported

Public targeted initiatives will also need to be seen to be taking action in order to inspire confidence and trust by overcoming the public’s scepticism about authority run schemes.

This will lead to repeat reporting, as it will prove their efforts are not in vain

Recommendations: Going Forward

Initiatives

• Proceed with free phone hotline and dedicated team

~ reassure something is being done

• Investigate feasibility of regular drug litter patrols esp. in areas worst affected

• Set expectations - say what DRL will be cleared, and what should be reported

• Inspire confidence- provide guarantees and proof of clearance

• If possible, play down ‘authority’ associations to overcome scepticism

• Provide preventative measures

~ services for drug users e.g. needle exchanges

Recommendations: Going Forward

• Develop messages with a strong emotional hook

~ play on fears for their own child's safety

• Use powerful, bold imagery to shock out of apathy

• Clear subject matter and service

• Provide supporting information

~ what to do if see a needle or receive needle injury

• High profile in hotspot areas

• Locate in all public places and schools

• Use variety of take away vs fixed media e.g. poster and cards

Communication Maximise Impact

Maximise Exposure

Appendix - Quotes

“I think it would be a good idea that when they went to get another needle,

they give them a little bit of an injection of something & it would get

rid of them!” Bristol

Attitudes to Drug Users and Dealers

“Lot of them [the kids] will turn out addicts ‘cos they think it’s the

norm” Bristol

“I think the police need to be around more to deal with it - I think they are too soft on half of them, they let them get away with it and also the parents.

They are a lot to blame actually” Torbay

“I find a lot of people up where I live are very complacent. They will say something and they will say ‘Oh I don’t agree with

that, I will definitely do this, I will definitely do that’ but when it comes to it, they won’t”

Torbay

“They go in front of you in chemists to get their meths!!

They shouldn’t even be allowed in there!!” Bristol

“It’s really expensive to put everyone into rehab and I don’t think it

changes them anyway!” Bristol

“I think the human beings that are dealing, they are the drug litter!

Let them live together and destruct their own lives, instead of ours”

Bristol

“They do need help, ‘cos they start doing it for a reason, some of them

are just bored” Torbay

“We can’t be the only people in Knowle who are just fed up with it

all” Bristol

“Some people would just turn the other way,

don’t want to get involved even if it was someone dealing down

their road” Bristol

“Some mums had written ‘No dealing in this park’

please by the playground” Bristol

“Dropping my daughter off at school at 8am, they’re

out there waiting for drugs” Bristol

“I think Bristol City council is the worst in the UK, it can’t

pull it’s finger out of it’s bum and just sits around arguing”

Bristol

“Right outside a Somalians house with 4 kids there was a needle just lying there”

Bristol

“Where they find all the stuff is the pathway where all the

kids go” Torbay

“There’s an 86yr old, who’s lived there for 65yrs but

she’s selling her house ‘cos she’s petrified” Bristol

“It’s definitely around, always people on bikes I

just never see any needles” Bristol

“We do have problems. We have had kids die at the back

of Vera’s house with drug overdoses. And also 2,3

months ago they found a big drug haul at the back” Torbay

“The biggest problem is litter, it’s just

everywhere. People just dump their stuff, even

sofas” Torbay

“ We have had a police car parked at the end of it, so it

seems to have deterred quite a few comers and goers out there”

Torbay

“Near the M32, they’ve cleared a lot of bushes. I mean, they were lovely

bushes but people were going in there, mugging, using the needles for taking

drugs., that was a good scheme” Bristol

“Drugs are more of a problem round the harbour

and there’s also Factory Row” Torbay

The Hotspot Areas

“The whole of Knowle has just changed, all the shops have been

boarded up” Bristol

“Well I am worried that the little ones are going to pick it up and they are going to stab themselves with it and

obviously you don’t know what damage it's going to cause for them”

Bristol

Attitudes to DRL

“ People are very lackadaisical - they will say ‘Have you seen that mess out of the back? Then they go in, shut the door and turn on Coronation Street -

they don’t bother“ Torbay

“I think people have got too used to it, sometimes I can’t be bothered to

ring up” Bristol

“I wouldn’t think twice about reporting it, especially now I’ve

got kids“ Bristol

“’I won’t do anything about DRL,’ that’s rubbish! I won’t

just sit back and do nothing!“ Torbay

“I have actually seen some small kiddies running around with the hypodermic needles. It was the

syringe bit -and he was saying ‘I am going to stab you, I am going to stab

you - he was 6 years old’ Torbay

“The whole thing’s disgusting and it’s a nuisance” Torbay

“Well it’s everyone who lives in the neighbourhood problem, I

think it’s you and your neighbours’ concern“ Bristol

“I don’t know what I’d do if I got pricked by a needle, I’d be beside

myself” Bristol

“It’s a serious issue man, I don’t know what goes

through their heads when they drop this stuff, it’s

madness” Bristol

“I don’t really give a shit about getting anyone into

trouble, they deserve it and the more likely they’ll get sorted out” Bristol

Initiatives“Near the M32, they’ve cleared a lot of bushes. I mean, they were lovely

bushes but people were going in there, mugging, using the needles for taking

drugs., that was a good scheme” Bristol

“They are encouraging them by giving them needles and that” Post-nesters-working, Torbay

“Maybe there should be a helpline where you can ring up and say, ‘there’s some

gear at the end of my road’ and they come and take it

away” Bristol

“Why encourage them to come into St..Pauls to take even more hard drugs?!”

Bristol

“Knock down the derelict buildings for a start”

Bristol

“Hotline is great idea as long as they really do make it quick rather than not do

anything about it for days!” Torbay

“I think litter patrols are good if people can clearly

see what they’re doing and we’re telling people so”

Bristol

“Once they’re drugged up they’re not going to think ‘I must keep that in my pocket

for the exchange later” Bristol

“Everyone needs education. I didn’t know half these things before I just read

them and especially kids“ Torbay

“It would have to be really hard hitting - kids are playing, he picks up a

needle, pricks his finger and goes home and says ‘I have done this

mummy, ’ and then a coupe of years down the line you see this kid lying there with an oxygen mask and all

these sores and then you say ‘This is what happens” Torbay

Communications “It’s got to be shocking, something really dirty like a

baby holding a needle, not like these bland things” Bristol

“People all say they like to think about the community but first and foremost your family comes first, so if you have got anybody out there who has got

kids or anything, you should say PROTECT YOUR FAMILY”

Torbay

“They need to say that it could happen at your home, to one of

your kids” Bristol

“I wouldn’t want to put anything up in my B&B, ‘cos it might drive

my customers away“ Torbay

“I think you should say that you’ve got AIDS and Hepatitis C potentially in your back garden“

Torbay

“You can’t see the issue with the blue background, you need a

scabby junkie on the front” Bristol

“In libraries is not good enough, I mean do most people really go there a lot.. I think ours has even

shut down!“ Torbay

“I’d have no issues putting a poster up in

my pub to help sort out the problem“ Torbay

“Put them in places where you actually find this stuff, in parks, in

playgrounds, by clubs“ Torbay

“You don’t want loads of detail on these things, ‘cos you take one look at it and just throw it straight in the

bin” Bristol