Ethypharm has recently launched the “Gear has changed” public health campaign in April, calling for greater awareness around accidental overdoses caused by street drugs adulterated with lethal illicit substances such as nitazenes.
The campaig involved several public health adverts published across Birmingham, Portsmouth, Middlesbrough, Glasgow and Blackpool – the five UK cities with the highest drug-related deaths per capita. These posters are targeting people actively consuming substances, new and experienced, and their friends, family and surrounding communities.
The UK drug supply has fundamentally changed over recent years with the introduction of high-potency opioids, including nitazenes – which are capable of causing fatal overdose at very low doses.
Peter Furlong, Harm Reduction Lead Change Grow Live (CGL) commented:
“People who use recreational drugs can no longer assume they know what they’re taking or how strong it is. Highly adulterated substances are appearing in recreational drugs sold as something else entirely, significantly increasing the risk of accidental overdose.”
“Nitazenes can be up to 500 times stronger than heroin and can suppress the respiratory system. This overdose risk is as severe amongst new, less experienced users, as it is amongst the more experienced who believe they are taking a familiar substance at a familiar dose, possibly from a dealer they believe they can trust.”
Serious life impact
The impact is severe. In 2024, deaths involving nitazenes increased by almost 400% in a single year, from 52 in 2023 to 195 in 2024. More broadly, drug-poisoning deaths in England and Wales reached their highest level ever recorded while Scotland has reported some of the highest drug-related death rates in Europe.
Despite this increase, researchers still warn that drug-related deaths may be significantly underreported. Analysis of UK National Programme on Substance Use Mortality (NPSUM) data identified a 33% excess in drug deaths in Birmingham and Solihull, suggesting some nitazene cases may be going undetected.
The Gear Has Changed campaign directs those at risk, and their wider circle of care, to engage with services that provide support, spanning pharmacies, healthcare professionals and drug and alcohol services, who can:
- Reinforce messages about the increasing unpredictability of the illicit drug supply.
- Encourage early contact with local drug and alcohol services among people who use drugs (new and experienced), as well as their friends, families, and wider support networks.
- Provide impartial, non-judgemental advice and support that aims to reduce stigma around drug use and seeking support when needed.
Ken Sutherland, Head of Substance Dependence Business, told TalkingDrugs:
“Ethypharm support initiatives that raise awareness of the changing risks associated with the illicit drug supply and encourage people to engage with local drug and alcohol services for advice and support.”
A downloadable version of the posters can be found here. Additional support material is available by contacting info@ethypharm.com
