We were approached by a partnership of the Leicestershire Police and Turning Point, a charity focused on supporting the negative impact of substance misuse, to help change attitudes towards cocaine—specifically during the ‘night-time economy’— and raising awareness for the support that is available.

Cocaine is seen as a harmless ‘party drug’. However, short-term and long-term it can influence you in ways that you might not be aware of—controlling you all the way into custody.

But, before we got into the ideas, we got into some Behavioural Psychology…

The behavioural psychology workshop brought together members of the Leicester City Police Force, who had seen first-hand the effects of cocaine on weekend nights out, and support workers from Turning Point, who speak to people that have been brought into custody because of drug-related violence and support them long-term through programs that help manage substance misuse.

Real, eye-opening stories gave a deep insight into the effects of the drug and the broader issues that can often surround it.

We came away with four key outcomes from the workshop that informed the routes…

1—A belief that it is someone else’s or the cocaine’s fault, not theirs – ‘I can take cocaine as I would never do that.’

2—Alcohol is usually a key trigger for cocaine use, and as part of a broader social acceptance – having a ‘beer and a bag’ is common.

3—Recognising that cocaine is used as an enabler of escapism. Whether that be to ‘escape’ personal issues or problems at home, or living up to expectations of the night out and projecting an image.

4—There’s a lack of knowledge that Turning Point exists, we needed to emphasise that they are not there to stop drug use, but to help and reduce harm.

We turn cocaine into a ‘real’ character – Charlie. He appears as a manipulative friend, controlling the user like a puppet. He’s slight, greasy and wears a dirty white tracksuit—no one in a normal state would trust him. But, he’s influencing them and what they do.

By personifying cocaine, the true—shocking—effect of the drug can be seen. ‘His’ personality and agenda becomes clear.

A considerable uptick in engagement between people in custody and Turning Point—it’s rewarding to create campaigns that have a real impact on lives.