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The latest Know the Score awareness campaign highlighting the dangers of taking cocaine launched today.

The focus of the hard-hitting ad, which highlights the health risks such as paranoia and chest pains as wells as increased chance of heart attack or stroke, is 'you don't know what you're getting with cocaine'.

The campaign, which is aimed at 16 to 22 year olds, will run in cinemas from Friday and online later this month. For the first time the Scottish Government has produced adverts specifically for Spotify the music streaming website popular with the target age group.

Launching the campaign at a parkour workshop, the activity made famous in the opening sequence of Casino Royale, in Glasgow, Community Safety Minster Fergus Ewing said:

"Many people think that occasional cocaine use is harmless, but the fact is it's highly addictive and extremely dangerous.

"You don't know what you're getting with cocaine and it's not the safe glamorous party drug that many of Scotland's young people think it is.

"It carries numerous health risks such as paranoia and chest pains as well as increased chances of having a heart attack or stroke.

"That's why this Know the Score awareness campaign is so important. As well as being an illegal drug, the health consequences of using cocaine are not worth the risk."

Mr Ewing continued:

"It is important that we make young people aware of the dangers of cocaine so they can make the right choices in life. It's fantastic to see young Scots enjoying themselves here at the Glasgow Parkour Coaching workshop. Parkour is just one of many activities that young people can enjoy. It's new and exciting and has none of the health risks associated with cocaine."

Louise Macdonald, Chief Executive of Young Scot, said:

"Any campaign which seeks to support young people to make informed decisions and choices is to be welcomed. At Young Scot we believe that providing young people with accurate information is crucially important, but it is also vital to support and connect young people to accessible and positive activities, which strengthens those positive decisions. Young Scot is committed to providing young people with information and details of opportunities through a variety of sources, including our 'What's On Where' website at www.youngscotwow.org"

Research has shown that many young people believe cocaine to be safe and the campaign will help make them aware that this is not the case. Knowing the risks allows young people to make the right choices with their lives.

It is an integrated social marketing campaign which runs in cinemas across Scotland from Friday January 22 to March 31. As the campaign is aimed at 16 to 22 year olds it will have a strong online element including social media sites such as Spotify and Facebook. Outdoor media will also be used with advertising in buses and in cinema foyers.

All the activity signposts people to the new and improved Know the Score website www.knowthescore.info where they can get more information or phone the helpline 0800 587 587 9 to speak to an advisor.

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