HK authorities tap Aaron Kwok in anti-drug publicity campaign

The Hong Kong authorities have debunked the misconceptions surrounding drugs with a new anti-drug publicity campaign, featuring local pop star Aaron Kwok.

The new publicity campaign, named "Anti-drug, new era", aims to give the public a clear understanding of the harmful effects caused by etomidate, which include "zombie-like" symptoms such as seizures, mental confusion, skin ulcers and loss of body control. Being in this terrible state in public strips abusers of all dignity, and their lives could be tainted. 

The kickoff ceremony, organised by the Narcotics Division (ND) of the Security Bureau, was held at the Domain shopping mall in Yau Tong on Sunday (3 August). Speaking at the opening ceremony, the secretary for security Tang Ping-keung introduced the concept of the campaign and talked about tearing down the facade of "space oil drug" and renaming it as etomidate.

Tang said that many people have mistakenly believed that vaping etomidate is "cool". He wanted to tell members of the public that drug abuse is definitely not "cool", but knowing how to say no to drugs is "cool".

He said that drug traffickers had deliberately glorified etomidate-filled drugs, in order to lure youngsters into taking them and ignoring the serious harmful effects this type of emerging drugs posed to their physical and mental health. The government has therefore renamed the drugs as "etomidate" to state clearly their nature as dangerous drugs.

Tang first led the acting commissioner for narcotics to tear off a sticker printed with "space oil drug" on a prop, symbolising the tearing down of its facade. Together with other officiating guests, Tang then placed the prop printed with "etomidate" into a device with simulated flames, symbolising disposing of this harmful emerging drug, etomidate.

To further raise awareness about the harmful effects caused by drugs, the ND has especially invited Kwok to take on the role of "Honorary commissioner for narcotics", and Kwok was presented with an appointment certificate.

Kwok has also designed a special edition of anti-drug slogan with his personal style: "Hear me out: Stand firm. Knock drugs out!" as well as new anti-drug dance moves. At the event, he led the audience to chant this special edition of anti-drug slogan and demonstrated the new anti-drug dance moves, showcasing the strength and determination to "Say no to drugs".

Kwok also taught about 50 youngsters, who were appointed as "School anti-drug youth ambassadors", his new anti-drug dance moves on the spot. The youngsters will undertake the mission to spread anti-drug messages in schools across Hong Kong, bringing an anti-drug spirit to campuses.

The campaign centres on the theme "Etomidate - Don't vape it or you'll die like a zombie!", its relevant government's TV and radio announcements in the public interest (APIs) have been launched on various television and radio channels.

In addition, the relevant advertisements and publicity materials will also be displayed on public transport networks, large outdoor advertising spaces, cinemas, public housing estates, private housing estates, community living rooms and villages in the New Territories. The advertisements will also be pushed to mobile phone users on popular mobile application websites. Information about etomidate has been uploaded onto the dedicated webpage of the ND of the Security Bureau for reference by the public.

MARKETING-INTERACTIVE has reached out to the Security Bureau for more information.

The campaign comes amidst the alarming rise in space oil abuse among youth. A recent report from Tung Wah Group of Hospitals CROSS Centre revealed that 10% of its 500 cases involve individuals abusing "space oil," with half of those affected being minors - the youngest only 12 years old.

The report interviewed over 1,600 Hongkongers between September and December last year, revealing that half of the respondents were under 15, with 80 percent being students. The findings revealed nearly 30% of those surveyed were unaware of the harmful effects of space oil.

Primarily used through vaping, "space oil" is widely misunderstood: only 27.9% correctly identified etomidate as its main ingredient, while 45% mistakenly believed it contained nicotine, and 27% assumed it included synthetic cannabinoids. 

The report cited curiosity, peer pressure, and the desire to relieve stress as the main motivations for trying the drug. Encouragingly, nearly 70% of respondents expressed support for tougher enforcement and penalties against space oil, as well as stronger anti-drug education in schools.

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