Eva is the project manager cocaine prevention at the Flemish Expertise Centre for Alcohol and Other Drugs (VAD) in Flanders, Belgium. At VAD, she conducts research on cocaine use and explores different prevention interventions to reduce the use of cocaine. She holds a PhD in in Criminological Sciences and specializes in (Belgian) Drug Policy and evaluation.

ABSTRACT

Title: Drug prevention through social media – collaborating with peer influencers

After cannabis, cocaine is the most commonly consumed illicit drug in Europe. Cocaine availability is reported to be at an all-time high and snorting cocaine is increasingly perceived as normalized in settings like nightlife and even in certain work contexts. In 2024, VAD/Druglijn launched a selective prevention campaign to address this. With targeted ads on social media and through collaboration with peer influencers, VAD/Druglijn helps people who have questions about their cocaine use to get further information and self-help. At the same time, the campaign offers a counter-narrative to the perception that cocaine “is an integral part of nightlife"

In this panel, Robin (peer influencer) and Eva (VAD) discuss their collaboration and their experiences with the campaign. Robin elaborates how he engages with his followers about drug use from his perspective as an online peer and integral part of the scene. Eva clarifies the scientific foundation from which the campaign starts and highlights the benefits and challenges of using social media for drug prevention.