What works

There is limited evidence available on the impact of drug harm reduction programs, services, campaigns and messages targeting young adults. While peer and community organisations do an enormous amount of work in drug harm reduction, there has been little research in this space. Evaluation of peer-led harm reduction communications is needed, so future campaigns and activities are designed using a well-developed evidence base.

From the evidence we do have available, several key components stand out as being integral to harm reduction messaging aimed at young adults:

• Young adults must be involved in co-design to ensure harm reduction messages are relevant, engaging and accepted. When these activities are carried out in the language of subcultures and delivered through peers, the messaging becomes culturally relevant, trusted, and credible. These types of peer-led processes have the potential to help overcome stigma that can be associated with help-seeking.
• Messaging should incorporate real information on actual situations, be non-judgemental, and relatable to young adult experiences with reasons for drug taking included (e.g. for fun and pleasure seeking).
• Recognising young adults as a non-homogenous group is critical. Young adults are made up of diverse and complex subgroups with different social, political, geographic, and cultural backgrounds and needs.
• For specific industries or social groups where frequent, heavy, or high-risk drug use is the norm, use targeted messages that recognise the environment, social influencers, pressures, and interactions that contribute to drug use.
• Most harm reduction campaigns, regardless of the place or mode (festival, workplace, digital or face-to face), are more effective when they include some level of interaction with a real person – either face-toface or online.
• Targeted harm reduction efforts can be aimed at venues with increased ecstasy and cocaine use such as night clubs, bars, parties, and music festivals.
• Digital technologies have a lot of potential for drug harm reduction efforts aimed at young adults as stand-alone methods of providing harm reduction services or integrated into broader programs. Smartphone apps and web-based services offer:
  - anonymity where stigma may be a barrier
  - reach to rural and remote areas - 24-hour access
  - screening and assessment tools at a low cost.

Overall, the literature on harm reduction messaging tells us that harm reduction communications should be positive, truthful, culturally and locally relevant, informative and action oriented. The engagement of young adults in co-designing harm reduction efforts is critical to achieving this.