More voices are needed when cocaine is being normalized on social media

Camilla Lunde, Head of Prevention at Blue Cross

13.04.2026 - Preventive messaging about cocaine appears to have an effect on young people. An Ipsos survey shows that 7 in 10 say they are less likely to use cocaine after seeing a campaign by Blue Cross. At the same time, the organization warns about the growing normalization of cocaine on social media, where the drug is increasingly portrayed in a positive or neutral way.

“When cocaine becomes part of popular culture and appears in the feeds of children as young as lower secondary school age, the boundaries of what feels normal can begin to shift. That is why we need more people to take responsibility for giving young people a more realistic picture,” says Camilla Lunde, Head of Prevention at Blue Cross.

Cocaine use is increasing among young people The share of young adults who report having used cocaine in the past year has increased from 2.2 percent in 2013 to 4.5 percent in 2025. In an Ipsos survey carried out for Blue Cross, one in four respondents say they feel cocaine is now as common at parties as alcohol.

Campaign that strengthens young people’s resistance Blue Cross is currently running an awareness campaign on TikTok and Snapchat, with the aim of giving young people fact-based information about cocaine and building their ability to make good choices in the face of pressure and normalization.

The campaign was also carried out in autumn 2025, and a follow-up Ipsos survey showed that it had a clear impact:

• 7 in 10 say they are less likely to use the drug

• 3 in 4 say they gained more knowledge about the negative consequences

• 62% say the campaign makes it easier to say no

Prevention works when we meet young people where they are “When a large majority say the campaign makes it easier to resist pressure, it shows that prevention works. Young people are exposed to a great deal of content that normalizes cocaine. That is why they need more counter-messages that give them a more nuanced and realistic picture. When we meet them with honest and fact-based communication, the figures show that it actually influences attitudes and choices. Young people want knowledge that makes them feel more confident in making good decisions for themselves,” says Lunde.

Parents also need to get involved Social media is a major part of everyday life for children and young people. At the same time, parents often know very little about the drug-related content their children are exposed to.

“It is important for parents to talk with their children about what they see in their feeds. Many young people are navigating a digital landscape that adults do not fully understand,” says Lunde.