Purpose

There is a need to develop an insight-led campaign that speaks credibly to young people about drug-related risk, prevention and harm reduction. The campaign will focus on ketamine and nitazenes/synthetic opioids.

Early Break was therefore selected for its established expertise and credibility in engaging young people affected by substance use, its robust safeguarding and ethical approach, and its partnership with Manchester Metropolitan University.

Two researchers from Manchester Metropolitan University will be supporting with delivering the focus groups.

The proposal demonstrated a strong commitment to meaningful youth participation. It also set out the established networks and delivery capability required to engage the target audience and deliver the required insight within the required timescales.

Testing messages with young people before launch will help ensure the campaign is relevant, understandable and likely to influence attitudes and behaviours. It will also provide evidence on the language, tone and framing most likely to resonate with the intended audiences.

Commissioning specialist insight support will strengthen the quality of the campaign, reduce the risk of ineffective or inappropriate messaging, and support the development of communications that are evidence-based, proportionate and informed by young people’s lived experience.

Decision

Early Break, with support from Manchester Metropolitan University’s Drugs, Police and Social Change (DPSC) research centre, is to be awarded £7,200 to deliver qualitative insight research to inform the development and evaluation of a communications campaign aimed at raising awareness of harms and reducing harms associated with ketamine among 16 to 18-year-olds and nitazenes and other synthetic opioids among 18 to 25-year-olds.