A CAMPAIGN aimed at tackling drug-related deaths in Britain is being launched in the West Midlands today.

It is being supported by Pauline Holcroft, the mother of Herefordshire student Rachel Whitear, who died from a heroin overdose two years ago at the age of 21.

The public awareness campaign was launched nationally by drugs charity DrugScope last month. Its regional launch takes place today.

It is part of the Government's action plan to reduce deaths, involving the Department of Health, the National Treatment Agency and the Home Office.

The campaign is being launched in two parts. The first part, Break the Cycle, aims to reduce the numbers of people who begin injecting by raising awareness among existing users about how their behaviour may influence others to do the same.

Figures show that people who inject heroin are 14 times more likely to die than their peers. Research also suggests that current drug users play a major part in introducing users to injecting.

The second part, OD, will help services working with drug users to raise awareness about the risks of injecting and overdose.

Most fatal overdoses could have been prevented, and the campaign gives practical advice about reducing the risks and what to do when someone does overdose.

Mrs Holcroft, who released pictures of her daughter's body earlier this year, said Rachel had been opposed to injecting heroin at first.

"When Rachel first used heroin, she smoked it and at that time was very opposed to the idea of injecting," she said.

"Some time later, she did however do so. Like so many others, she must have received instruction or assistance in taking this step.

"We wholeheartedly support this initiative by DrugScope, to raise awareness of the potentially lethal dangers on injecting and overdose, and hope their efforts will help to break the cycle in the future."

Roger Howard, chief executive of DrugScope, said he hoped those working with drug users would support the charity's work.

"We hope this campaign will start to make a difference and stop the shameful waste of so many lives in the West Midlands," he said.