Crazy Chemist Campaign warning students against legal highs

The government have this week launched a campaign warning students about the dangers of legal highs. Whilst all eduction is good and helps to give an informed choice to people, in the past these campaigns have often be seen by the young adult target audience as making drugs cool.  Also if the message is too strong and does not match the reality when people actually experiment with them, then the cry wolf effect could actually damaged any future drug advice the government might want to give on drugs that are actually dangerous.  I am sure that this was the case with Ecstasy in the early 90's.