Actually yeah that's a fair point. Thinking back on my comment, I'm not sure that what I said stands up. I'm not even sure how one would go about measuring it,

Actually yeah that's a fair point. Thinking back on my comment, I'm not sure that what I said stands up. I'm not even sure how one would go about measuring it, given all the other initiatives happening concurrently with this ad campaign. Intuitively, something a bit attention-grabbing like this could reach more people than some stodgy "drugs bad mmmkay" thing, and I don't think it's wrong to spend a small percentage of a large harm-reduction budget on an awareness campaign. But that's about all I'd be confident saying.