The Hague is addressing its rising cocaine consumption, which has increased by 33% in three years, with a campaign highlighting the environmental impact of even occasional drug use. The “Af en Toe” (Now and Then) campaign, a joint effort by the municipality, police, and Public Prosecution Service, aims to educate recreational drug users about the consequences of their actions.

The campaign emphasizes that even small-scale drug use contributes to the problem of drug waste dumping, with police in The Hague counting twenty incidents in 2023.

This waste contaminates the environment, seeping into the soil, and eventually reaching the dunes, a source of drinking water for The Hague. The campaign draws a comparison between oil contamination and drug waste, emphasizing the potential impact on the city’s water supply.

While the municipality plans to reassess sewer water in the fall to measure the campaign’s impact, experts like Martha de Jonge from the Trimbos Institute express doubt about the effectiveness of solely relying on informational posters and social media.

De Jonge suggests that marketing tactics may grab attention but might not necessarily change behavior. However, she acknowledges that the campaign could influence drug users who are already considering reducing their consumption.

The Dutch Forestry Commission reports a sharp increase in drug waste dumping in South Holland, particularly in nature reserves near The Hague. The campaign aims to connect drug use to its consequences, highlighting that chemical waste is likely contaminating the water supply used daily by residents.