This report presents the two distinctly separate pieces of work carried out. The first part provides an an assessment of the effectiveness of mass media campaigns for drugs prevention and harm reduction through a critical examination of the literature in the area. The second presents the results of research tracking the process of campaign development from November 2003 to October 2005. It also describes the perceived efficacy of campaign and organisational components that contributed to the process of campaign development. Finally, in the conclusion, the National Drugs Awareness Campaign is considered against criteria identified from the research literature for campaign success.