A new Blue Cross campaign on TikTok and Snapchat appears to be influencing attitudes among young people, with 7 in 10 saying they are less likely to use cocaine after seeing it. At the same time, the organization warns that cocaine is being increasingly normalized on social media.

Cocaine use among young people in Norway has more than doubled in the past decade, and many now see the drug as easy to access. Blue Cross is responding with a new national campaign to counteract the normalization of cocaine and strengthen prevention efforts. The campaign, launched in October on TikTok and Snapchat, will share facts, stories, and tools to help young people resist pressure and make safer choices.