Simon Reynolds, architect of the 1987 AIDS campaign in NSW is a proven professional ad man, who’s advice needs to be taken by a politically correct NSW Health, (No fear as drug ads go a bit soft, 27/11). Normally, government departments that make laws or rules also define the legislative punishment. They might soften the consequences of non-compliance if they consider suitable, which appears to be the focus of the foolishly contrived campaign of which Mr Reynolds complains. But NSW Health only has preventive influence over the lethal consequences of a child overdosing at a crowded, noisy dance party. To believe your “friends” will put you in the unconscious body position after reading Sophie Horne’s story is ludicrous. Only genuine fear will suffice in the necessary campaign of deterrence. Thank you Simon Reynolds for your professional input in what otherwise seems to be one big bureaucratic amateur hour. Alan Sexton, North Parramatta 28Nov2019