"Don't worry, mom, I'm going to heaven" – is the slogan of the Anti-Drug Authority's
new campaign. The campaign includes a video clip styled after the taped testaments of suicide bombers, featuring a teenager bidding goodbye to his family telling them he is on his way to heaven.
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| Photo: israel's Anti-Drug Authority |
In the video, the boy stands in front of the camera holding a bottle in the same way suicide bombers hold a weapon. He stares at the camera and says: "My name is Omer Kendel, 16-year-old from Ra'anana, I bid goodbye to my parents Vered and Shmuel and my sister Karen and go to a party in Tel Aviv. There's only one way to be truly free: To get drunk, take drugs, get hammered. Don't cry, mother, I'm going to heaven."
The clip will be featured on Channel 1 and radio stations. The Second Authority for Television and Radio refused to air it on the commercial TV channels saying: "It is an important and worthy subject, yet the clip was rejected because it evokes terrifying associations of suicide bombing and might do more damage than assist in prevention."
The executive director of the Anti-Drug Authority, Haim Messsing, told Ynet that "In the last few months there was an increase in cases of death due to the deadly combination of drugs and alcohol. Teenagers arrive at club drunk and then they exacerbate their condition by using drugs. This combination is the cause for the death of seven youngsters.
"None of the campaigns we've done in the past proved effective. We understand this is a difficult clip but if we save someone – we did our job. We were too subtle in the past, today's youth is not interested in stories and lectures. I don't care if they'll be angry at me."
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