Despite the global effort and the resources invested in addressing the drug problem, cocaine use continues to grow worldwide, while its glamorous image has shielded its ‘brand’ from being successfully challenged. As long as the demand exists, cocaine will be manufactured and distributed, regardless of its enormous cost to society.
‘Debrand Cocaine’ is a social marketing initiative that aims to change public perceptions of cocaine in an effort to reduce cocaine use around the world. The objective is to raise public awareness of the social, environmental, political and economic cost of the cocaine supply chain (production, trafficking and distribution), and to promote shared global responsibility and economic activity that can replace cocaine as one of Latin America’s biggest exports.
In cooperation with La Burra Foundation, the pilot ‘Debrand cocaine’ program was implemented in Colombia over a twelve-month timeframe.