Just say no: Commissioner for Narcotics Sally Wong hands out anti-drug leaflets to passengers at cross-boundary checkpoints.

A powerful anti-drug advertising campaign is underway, to raise awareness of the harmful effects of drug abuse and the importance of staying away from drugs. The message - "No drugs, no regrets. Not now, not ever" - is broadcast in public announcements on radio and television, in posters and leaflets, advertisements in MTR stations and on taxis, buses and bus shelters.

"We do need to put the message bluntly because these drugs cause a lot of harm," says Commissioner for Narcotics Sally Wong. While the TV segments feature real life cases of suffering due to drug abuse, the radio announcements are persuasive messages from young people about drugs' harmful effects.

The campaign is coupled with an initiative launched in September called 'Path Builders', to show young people in need that others do care about them. The private sector, professional bodies, community groups, and individuals are invited to provide mentors for young people, or offer placements, internships or training programmes at their companies. Professionals can share their knowledge and life experience.

"We recognise that drug abuse by young people is often a symptom of deeper social, family and youth problems," says Ms Wong, "so it is essential to mobilise the community as a whole. Some people may think drugs are nothing to do with them, but in fact we need everyone to participate. Government cannot do the job alone."

In October 2007, Chief Executive Donald Tsang appointed a task force led by Secretary for Justice Wong Yan Lung to tackle the increasing number of young people abusing psychotropic substances in Hong Kong. The Commissioner for Narcotics coordinates the anti-drug policy and government bureaux' and departments' programmes, and assists the task force in reviewing the existing anti-drug policy and measures.

The task force has formulated measures for the short to medium term with an additional allocation of $53 million for 2008-09. Since the task force released its report in November, the Narcotics Division and Action Committee Against Narcotics began following up on its recommendations in collaboration with relevant government bureaux and departments and community partners.

Ms Wong says her division plays the planning and coordinating role. It works closely with non-governmental organisations such as LEAP - for Life Education Activity Programme - to bring anti-drug messages to young people.

"It's a long way to go and so much to do. But it will be fruitful if the whole community joins in fostering a caring culture for young people and in empowering them in the fight against drug abuse," Ms Wong says.

"Our previous anti-drug work was geared mainly towards tackling heroin abuse which was then the dominant problem. Now, with the rising trend of young people abusing psychotropic drugs, we have to review and adjust our policy," she explains.

The anti-drug policy focuses on five areas: preventive education and publicity; legislation and law enforcement; treatment and rehabilitation; external cooperation; and research.

In June, the division launched a two-year, territory-wide campaign against youth drug abuse. Its key objective is to correct misconceptions about psychotropic drugs among students, parents and teachers.

"Unlike heroin abuse which has quite obvious symptoms, psychotropic substance abuse is more hidden because drugs are inhaled or swallowed rather than injected," explained Ms Wong.

"Even family members may not realise that a child is taking drugs. Many young people taking drugs do not wish to seek help, or do not think they need help. They go on with their habit and it gets worse and worse. They go down a slippery slope."

Many people wrongly believe that ketamine and 'ice' are not addictive or harmful to health, she added. In fact, the damage is long-term and often irreversible. Ketamine causes serious impairment to memory, thinking and speech. It also damages heart and lung functions - and triggers the frequent need to urinate.

"In a way, psychotropic drugs are worse than heroin because they damage the brain, you lose control of your emotions and actions," Ms Wong said. She cited the instance of a boy who reportedly snorted ketamine and fell 30 storeys to his death after swinging on some scaffolding.

She noted that ketamine is the most abused drug in the city. While it is controlled in Hong Kong and the Mainland, it is not controlled by international conventions. The drug ecstasy comes second, but has declined in popularity since Police have closed down many large entertainment venues. 'Ice' and cocaine, she says, are now worryingly on the rise.

"Many people also do not know that it is an offence in Hong Kong to consume drugs. The maximum penalty is the same as for possession of drugs, which is seven years' imprisonment and a $1 million fine. We need to let young people know this."

Education is central in raising public awareness of drug abuse's harmful effects and the importance of staying away from drugs, giving schools a pivotal role. They can make young people fully aware of the dangers of drugs, help them develop positive life skills, and learn how to say no to drugs.

"The most commonly cited reason for abusing drugs is peer influence. We now start our preventive education in Primary 4, one year earlier than before. We also try to facilitate, enable and equip schools to conduct anti-drug education. We are producing resource kits for school management, teachers, guidance teachers, and school social workers," Ms Wong said.

A seminar for all primary and secondary school heads last July helped equip them with knowledge about the dangers of drugs, including how to identify students who may have drug problems.

"A lot of teachers ask, 'How do I know? And if I find a student is taking drugs, what do I do?' We certainly do not encourage schools to expel students. Schools need to be positive and active in helping students and be concerned about their wellbeing - physical, mental and psychosocial. We will also give support to schools so they will not fight the battle on their own," Ms Wong said.

Drug testing is already carried out in some international schools, but not in local schools.

"Early identification, intervention and rehabilitation are very important and drug testing could be a very useful tool," said Ms Wong. "It is also controversial. We are thinking of commissioning a study to look into the possibility of having drug tests in schools."

Ms Wong sees parents as key figures in the fight against drugs.

"Drug prevention starts at home.We want to intensify anti-drug programmes aimed at parents. Parents may think, 'It is not a problem for my child so I don't need to worry.' Or, 'I really don't have time, I work such long hours, I don't see my children that often.' We commissioned a study on how to engage parents in the anti-drug battle and an NGO to produce an anti-drug resource kit for parents. We hope it will be very user-friendly.

"We intend to mobilise parent-teacher associations and parent groups and also to launch the resource kit on our website so that parents can access it at any time. I am sure the great majority of parents do care about their children, but the problem is how to find the time and how to show they care. In this way we can solve that problem, inform them more about drugs, and improve their skills in interacting with their children."

She stressed that parents must have the skills to identify young people at risk. Many are not aware that persistent drowsiness, nosebleeds or slow reactions can be a clue that their child is abusing drugs.

"Parents need to be aware, to have patience and skills and creativity, and a lot of empathy with young people. Parents must find ways to show children they care, and that if they do get into trouble, parents will be the most reliable ones to help them."