Letter to the Editor:

"Don't play with drugs!" is the slogan of the last advertising campaign launched by Profero, a creative Internet agency. The slogan is part of the anti-drug strategy of the British Home Office and London's Department of Health. The aim of the campaign is to inform young people and their families about the damage that drugs cause. www.marketingdirecto.com

Moreover, BBC News Reporter Nicky Taylor eagerly under took an investigation about the harm that smoking drugs causes. After her experience, she ended up being terrified. She was so scared that she couldn't even get up from her chair. Those were the most horrible moments of her life. Her mission was to investigate on the effects that drugs have on the brain; she wanted to know if drugs can lead to madness. She thus left to Holland and began to bustle in various pubs where the trading of narcotics is legal.

She took on the challenge to assemble a piece of furniture while drugged. She ended up on the sofa, unconscious, with all the pieces of the wardrobe scattered around on the floor. The drugs had destroyed her capacity to reason and think. www.bbc.co.uk

Drug consumption causes physical and mental deterioration that can instantly turn Paradise into a prolonged and unbearable hell, for they are a one-way journey with no return.

Another ad campaign has also been launched under the following slogan: Everything has a price. It aims to raise awareness about the sinister presence of drugs within society. This creative initiative rests upon the idea that the most dangerous aspect of drugs is actually forgetting about what they really are. www.fad.es

Its clients are between the ages of 15 and 64. Drugs usually linger about marginal and impoverished environments. There are more than thousands of clans that passively "vegetate" on these vulnerable conditions. An entirely separate human society breaks out around them. And, regardless of the scars and permanent emptiness that drugs leave, as soon as they have nothing to do, addicts desperately prepare the used-up needles to inject drugs into their bodies once again. 

The drug market has gained big profits deriving from more than 3.000 drug addicts that frequent these drug-transaction pubs.

The fight against the drug trade and the defeat of narcotics must persist. The will power to stop Damocles' sword from piercing with cruelty our precious social safety net requires political compromise, international cooperation, and help from the civil society. A sword that would otherwise trigger crime and devastate the physical and emotional integrity of many human beings. (Translated by Gianna A. Sanchez Moretti).

-Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing.

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