CHANGING THE NARRATIVE
CHANGING THE NARRATIVE
CHANGING THE
NARRATIVE
ONE CHOICE
About Us
Our Mission
Our mission is to shift the way drug addiction is perceived among young people — moving the focus from crisis to early recognition.
By challenging stigma and encouraging open conversations, we aim to make it easier for individuals to seek support sooner, without judgement or fear.
Our Focus
This campaign is built around three key priorities:
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Early recognition
Helping people understand how risk develops over time -
Reducing stigma
Creating space for open, judgement-free conversations -
Access to support
Making it clear that help is available before things escalate
About the Campaign: Changing the Narrative
Changing the Narrative is a campaign by One Choice that challenges how drug addiction is perceived.
Addiction is often only recognised at its most extreme — when the signs are obvious and the impact is visible. But for many young people, it begins in ways that feel normal, controlled, and easy to overlook.
This campaign exists to shift that perception.
What We’re Trying to Change
Too often:
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Early signs go unnoticed
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Conversations happen too late
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Stigma prevents people from speaking up
Changing the Narrative focuses on what happens before addiction is fully recognised — where awareness and support can make the biggest difference.
Our Aim
One Choice is an initiative focused on improving how young people understand and respond to drug use and addiction.
We aim to provide clear, accessible information and support, helping individuals recognise risk earlier and feel more confident seeking help without judgement.
About One Choice
Why It Matters
Many young people delay seeking support because they don’t see their behaviour as a problem — or they’re worried about how they’ll be judged.
By the time support is accessed, needs are often more complex.
Changing the Narrative aims to close that gap by encouraging earlier understanding and earlier action.
Who It’s For
This campaign is designed for:
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Young people who may be unsure about their own behaviour
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Friends or family who are starting to feel concerned
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Anyone who wants to better understand addiction without assumptions
Changing the Narrative starts with seeing things differently, earlier.