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Nothing exists in a vacuum. This is particularly true when it comes to drug culture. A new campaign is putting emphasis on the idea that using drugs has a domino effect more harmful than the average drug taker might expect.

#EveryLineCounts targets casual users who may be unaware of the problems cocaine production causes for cocaine-producing countries, in terms of their communities and environment. It’s part of a push from the National Crime Agency, who say users would be “shocked” if they could see the wider effect of their actions.

The campaign, which launched today, includes a “how to make cocaine” animation, showing the negative knock on effects of the trade. Illustrations laced with black humour show the "ingredients” being thrown into a mixing bowl – chemicals, fear and dead policemen, among other unsavoury consquences of the cocaine production line.

Tony Saggers, head of the drugs threat team at the NCA explained the thinking behind the drive: “Buying cocaine funds the exploitation of impoverished people, destroys and pollutes large areas of rainforest, forces people from their homes so coca can be grown on their land, and results in the murder of police officers and others who stand in the way of powerful crime groups.

“We are asking people to weigh up the facts and ask themselves whether they can square their use of this drug with the damage it does to others.”

Considering the NCA says the annual social and economic costs of the UK’s drug supply are estimated at £10.7bn, it’s imperative we’re aware of the effects of our drug culture. Coke has quickly become the go-to gear for everyone, not just bankers and rock stars but the casual low-level office worker too. However, the drive of this campaign firmly places the blame at the feet of the users. One of the most potent arguments for legalisation is the idea that all drugs should be legalised to reduce crime rates and many of the hurtful knock-on effects this campaign seeks to end. Whether you’re anti or pro legalisation, the multi-faceted, complex nature of the topic makes it difficult to name and blame or paint things black and white.