A new awareness campaign from The Scottish Government has begun to roll out, with a major emphasis being placed on social networking alongside cinema advertising, to highlight the dangers of cocaine.

The Know The Score campaign, aimed at 16 to 22 year olds, has been created by The Leith Agency, with PR handled by The Big Partnership and Golley Slater handling the online strategy and will include social media sites such as Spotify and Facebook to carry its message.

You don't know what you're getting with cocaine from Know The Score on Vimeo.

Other media formats include outdoor print across buses and cinema foyers, created by creative team at The Leith Agency Chris Scott and David Grenfell while The Gate Films was production company for the cinema campaign.

The main message of the campaign is ‘you don’t actually know what you’re getting with cocaine’.  and highlights the health risks such as paranoia and chest pains as well as increased chance of heart attack or stroke.

In November, The Drum reported that the campaign had begun to run across pubs and clubs around the central belt of Scotland with the distribution of t-shirts, display posters and information leaflets.