Communications 23-24
- Harm Reduction Victoria
- Dec 2, 2024
- 4 min read
Updated: Dec 4, 2024
The strategies and channels that HRVic uses to reach and engage with our community of people who use drugs in Victoria are as follows:
Printed materials/resources & WHACK Magazine
Social media campaigns
Website content
Email newsletters
Events and workshops
Partnerships with other organisations
Community Engagement: Our social media platforms, have shown steady growth, with an increase in engagement metrics demonstrating the resonance of our content with our communities and our allies. Community Dinners, Awareness Day Events, DanceWize Interactions on and off festival and event sites, Community consultations and surveys and new NSP have led to genuine face to face connections and an increasingly closer relationship with a new neighborhood and returning community members.
HRVic increased it’s reach through various platforms in 2023-24.
Digitally, we engage with community mainly through Facebook, Instagram, X/Twitter, TikTok and YouTube. We have also started archiving our resources and harm reduction messaging and design on Pinterest to influence and encourage non stigmatising examples of harm reduction messaging that are created by people who use drugs FOR people who use drugs.
Social Media
Facebook @HRVAus
Reach: 22.2K
1.6k Content Interactions
3.8k Followers
260 Link Follow through clicks
MOST VIEWED POSTS ON FB
Protonitazene as Cocaine DRUG ALERT
36.1K Reach, 603 Likes 20 comments and 1.2k shares
Naloxone at Night-
5.8K Reach 175 Likes and 103 shares
HIGH Purity Heroin warning
3.8K Reach, 425 Likes, 21 comments 3and 27 shares,
Multi photo and photo posts largest format content are the most looked at, liked and shared posts.
Facebook is seeing an audience shift. It’s harsh censoring and easy reporting without evidence has seen a mass exodus of disgruntled users.
This year we had 31 unfollows,
Demographics on FB:
Female 25-54 yrs
Male 25-54 yrs
Largest Groups: 35-44yr Females (at 66.7%) and 25-34yr Males (at 33.3%)
Instagram @harmreductionvictoria
4519 Followers
496 Posts
We follow 560
Activity
5 business address taps, 25 external link taps
178 profile visits from posts. and 208 activity profile
Challenges in Expanding Reach and Engagement
1. Fear of Criminalisation and Exposure:
Many PWUD are afraid to be publicly associated with drug use, making it challenging to build open, visible engagement. This year, we encountered resistance when trying to collect stories or testimonials from the community for campaigns, as many feared legal repercussions or social ostracism.
2. Negative Public Perception:
We also faced external challenges, such as a lack of understanding or compassion from the general public and policymakers. The criminalisation of drug use means that there’s still significant opposition to harm-reduction approaches, which limits our ability to advocate effectively in broader public forums. ie. media or bill posters etc.
3. Technological Barriers:
Many of us and the people we serve lack access to digital tools or have limited digital literacy. This made it more difficult to reach certain demographics, particularly those without stable housing or internet access. No- NOT everyone has a phone.
4. Distrust of Institutions:
Individuals in criminalised communities often distrust institutions, including healthcare providers, social services, and advocacy groups. This makes it harder to establish rapport and build relationships, especially in our efforts to raise awareness about harm reduction and available services.
X/Twitter @HRV_Aust
Followers: 2201
Impressions: 131.08k
Posts:
TikTok @harmreductionvic
TikTok Followers: 138
TikTok Likes: 536 on 30 posts
Post Interactions: 17,613
TikTok Top Post Reach: 8,507 Posted: 24/12/20 12:49pm.
Content: Victorian Drug Alert- cocaine Mixed with N-Ethylpentylone
174 likes, 17 comments, 49 shares
YOUTUBE @HRVic_Aus
Youtube Subscribers: 70
Highest Views in short time: GOGO video posted 2 weeks ago had 126 views with limited marketing. (See trailer for video above)
Highest views on Longterm Video Upload:
354 views posted 3 years ago nyxoid tiktik instruct, 205n vews prenoxad same TikTok-
CURRENT LIBRARY OF HRVIC VIDEOS:
We have 40 videos posted currently 26 are public
PINTEREST @Harmreductionvictoria
45 Impressions,
37 Audience
HIGHEST viewed Post: Overdose Recognise poster 1k views , 19 clicks and 3 saves
WHACK Magazine
Issues printed in 2023-24 FY: 2
Total Printed Per Issue: (and size of mag)
#48 HRPW Special HR23 Issue
1500 copies (54pages)
#49 First try at revamp and smaller Issue Trial 1
2500 copies of significantly less pages to keep postage weight = costs down.
WHACK Readership: (per issue-#49)
2500 Magazines;
Readership per Issue:
904 Individual Members (AusPost)
60 x Organisational/Agency members (between 2 -100 magazines each) Courier or HRVic delivered)
11 x Regional Victorian agencies (courier)
7 x Interstate Australia (courier)
Community Content Percentage:
98% of all Illustrations/artwork submitted by local community
(peer) artists and 80% written submissions are by community including peer reviewed conferences and events.
Drug Alerts 23-24
HRVic continue to work with the Department of Health and EDNAV on keeping our communities informed of poisoned drug supply as it happens. Early warning systems such as this will work much quicker now that the government has passed the new Drug Checking bill allowing it in Victoria.
Community Advisory Alerts 23-24
The difference between a ‘Community Advisory Alert’ and a Drug Alert is that one is an awareness campaign around extensive anecdotal evidence of possible harms caused by a substance or other Set/Setting to let the public who use drugs know that a harm is a ‘Possibility’ where a ‘Drug Alert’ is an evidenced occurance that led to an Emergency Dept visit or worse and is an urgent warning to heed
.
Conclusion
The 2023-2024 financial year was a period of growth, despite the substantial challenges of working within a criminalised and stigmatised community. Through adaptive communications strategies and ongoing community engagement and development, we’ve been able to extend our reach and make meaningful connections with individuals who may have otherwise remained isolated. We recognise that while there are still significant barriers to overcome, the progress we’ve made will lay the foundation for even greater success in the coming year.
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