Cocaine has slipped into the night-out routine for a generation of young patrons, and licensed venues are where it plays out. The Nepean Liquor Accord built Every Line’s A Risk to confront that, and to put venues at the centre of the deterrent rather than on the sidelines.
The campaign runs on three pillars, each carrying one risk people aren’t weighing in the moment. You’re Not Fooling Anyone covers the social risk, that the behaviour is obvious and trained staff spot it. They’ll Sniff You Out covers the legal risks, from random drug-dog patrols to a record that outlasts the night by years. This Is You On Coke covers the health risk, showing where heavy use leads, in the tradition of the old cigarette warnings.
We’re aiming this at 18 to 25-year-olds on purpose. Habits set in older users are hard to reverse, so the real opportunity is reaching the next cohort before cocaine on a night out hardens into the norm. Every venue that runs the campaign becomes a visible part of the deterrent, shifting the room from it’s just part of the night to it’s not worth what it could cost me.
Because however you look at it, every line’s a risk.
