Aims: A campaign to prevent initiation into drug injecting among street youth who have never injected drugs (NIDUs) was carried out in Montreal, Canada in 2005. Evaluation objectives were (1) to assess the campaign’s ability to reach NIDU street youth and (2) to understand the campaign’s effects on this population.

Methods: A survey was conducted, as well as semi-structured interviews.

Findings: The campaign enjoyed a high degree of visibility. It spoke to young NIDUs, causing them to reflect on both drug injecting and their own non-injection drug use. The campaign had a positive impact in terms of their views on drug injecting. Despite its limited scope, young NIDUs also considered the campaign to be a tool with the potential to contribute to preventing initiation into drug injecting among their peers.

Conclusions: Media prevention campaigns are able to reach hidden populations through the use of bold and innovative techniques. Such campaigns can also contribute to influencing the attitudes and perceptions of these populations. However, more comprehensive injection prevention programs need to be established.