Ever wondered why it is called acid? Lysergic Acid Diethylamide (LSD), one of the most potent psychotropic or mind-altering drugs ever known to man, is not the top used illegal substance but the popularity is growing in every category (except daily use) at every grade level. To be able to combat the problem we must we must look at an environmental analysis using a SWOT (Strength, Weaknesses, Opportunities, and Threats) analysis. Next we look at the buying behavior or its consumers. Finely, a marketing strategy will be introduced. LSD has a very colorful and interesting history but only so much is relevant to understand what must be done.

LSD is classified as a Schedule I drug in the Controlled Substances Act of 1970. As a Schedule I drug, LSD meets the following three criteria: it is deemed to have high potential for abuse; it has no legitimate medical use in treatment; and, there is a lock of accepted safety for its use under medical supervision.

Using the SWOT analysis we can gain a strong environmental analysis. The first part of this analysis is its Strength; you look to see why it sells so well. Next are its Weaknesses, we see what makes it lower on the use then other controlled substances. Need to look at what Opportunities this product offers to its consumers. Last, is what Threats are contributed, to and by it? SWOT analysis provides the insight needed to fight the levels of use of LSD.

LSD presents many Strengths for why people consume this product. First of its benefits to the consumers is it is cheap. For one dose the cost ranges from $1 to $10 depending on whether it is bought wholes sale or retail and where it is purchased. Compared to drugs like crack ($25 a quarter once) or cocaine (~$100 a quarter once), this is rather inexpensive. Also LSD is bought in forms of crystal, liquid, tablets, gelatin, or applied to sheets of paper or sugar cubes. In its paper form it is easy to send through both private and public mailing systems to deliver to customers who have sent money via western union or other means. Leaves the internal blood system within 24 hours. With all these strengths you would wonder what are the weaknesses.

There are several Weaknesses to LSD as a product. First, it is very difficult to obtain ergotamine tartrate, one of the needed ingredients to make LSD, is difficult to obtain and is investigated if bought in the US by a none Pharmaceutical company. LSD is not a physical addiction, but it can be a psychological addiction. Process of making LSD is a very complex and difficult procedure. Cooking LSD is time consuming; it takes 2 to 3 days to produce 1 to 4 ounces of crystal form. These weaknesses make it so that not many producers exist. With not so many producers, for those that due there are many opportunities.

Opportunities for the user and producer are there. With doses being more concentrated one sheet of paper can be the equivalent of 1000 or more doses. This in turn leads to the ability for a few dollars in paper and coping and coating the paper, and a sale price per sheet of ~$5,000, a big profit is made. Concerts and nightclubs are used as ways to make contacts between traffickers and buyers. Dealers see at as a way to increase price for other substances by mixing it with LSD and giving a bigger trip. With every opportunity there is a threat that you must face.

LSD is absorbed easily from the gastrointestinal tract, and rapidly reaches a high concentration in the blood. It is circulated throughout the body and, subsequently, to the brain. LSD is metabolized in the liver and is excreted in the urine in 24 hours.

The Threats that LSD is so great that not all are worth listing. First of all once LSD has been ingested it is uncontrollable because there is no antidote. LSD can have such physical effects such as; mydriasis, raised body temperature, rapid heart beat, elevated blood pressure, and list goes on. LSD distorts electrical messages sent to and from various parts of the brain, primarily those pertaining to visual information. Messages from any of the senses can be perceived as merged together, creating a sensation known as synesthesia, or also known as "hearing colors" and "seeing sounds". Some of the mental effects include hallucinations, dreamlike thoughts; perception of time can become distorted. Also it seems to heighten the mood that the person is already is in. So if the person is down this can go into extreme depression, acute panic reactions, and psychotic crises. The drug lasts 2 to 14 hours with possible flashbacks occurring anywhere from days, to months, or even years. Though there are many threats many people are either ignorant of them or do not believe them to be true.
 
 

Except for daily use the use of LSD has been recorded as on the rise. The consumers are known for the most part to be white males from late teens to early twenties. Users see it as an inexpensive way to get high. In 1985 about 8.1 million ages 12 and up had used LSD at least once. In a 1993 study that number increased to 13.2 million ages 12 and up had tried LSD at least once, about a 40% increase.

As a casual drug of abuse, LSD has remained popular among certain segments of society. Traditionally, it has been popular with high school and college students and other young adults. LSD also has been integral to the lifestyle of many individuals who follow certain rock music bands, most notably the Grateful Dead. Older individuals, introduced to the hallucinogen in the 1960’s, also still use LSD.

The target market is young children and teens. It is a belief if you can inform them first that you will find lasting results further down the road. Also it seems that suburb schools where it is predominantly white males would be one of the high priorities for such programs. With this being the target market you need to know see how to approach getting the message across.

First thing that needs to be implemented are education programs. I could see calling the program, "Ever wondered why they call it acid?" These would include a specialist going around to elementary and Junior Highs to teach what LSD is, some history on it, and what it can do. Create and show a video on people that have used it and have them show some of the problems that where created from it. If possible have an addict that is in therapy or one that use to be to talk and maybe scare the bad image of LSD into the children. For many of the school projects local law enforcement or psychologist should be used to present the programs.

Next would be advertisement side of this program. On thing that might be an effective commercial and catch interest is an ad that goes like so:

At the beginning of an ad is a drop of hydrochloric acid coming out of a dropper and slowly falling. The acid hits a piece of wood, quickly burning a whole in the wood. The whole time the camera has followed the drop and focused on the acid burning a whole in the wood and then just staying on the whole in the wood. A young voice the says, "have you ever wondered why they call it acid?" At the bottom a message says," Acid = LSD (lysergic acid diethylamide), this message is on behalf of the DAWN (Drug Abuse Warning Network)." It would be better to use DAWN due to DEA, like the police, are not looked up to much by young, and unknown to younger children.

A poster that could be produced at the same time would show just that piece of wood with the burn whole in it with the same, "have you ever wondered why they call it acid?" Along with some more informational facts and maybe a contact number or web site where can learn more. Along with this idea would be asking for advertising space on various websites.

Another thing that could be done is a series of specials showing the problems of LSD to be presented in the afternoon for children's specials. At the end of each show give facts, place to get help or information if needed or wanted.

A good program may not produce the results this year or next year but maybe 10 years down the road it will be apparent. With education, television ads, posters, and television shows present the message will get across.

With LSD being the 4^th most used drug it too needs to be lowered in use. With knowing the SWOT analysis of LSD, and its target market, we were able to produce a good strategy on how to use marketing to fight it. Thought it will not totally wipe out the use of the drug, with the use of TV, education, and the web it should be lowered in popularity. For more information on this please go to www.usdoj.gov/dea/pubs/lsd .
 
 

Controlled Substances Uses and Effects
www.usdoj.gov/dea/pubs/abuse/charts/chart/table22.htm

Administrator’s Message
www.usdoj.gov/dea/pubs/lsd/intro.htm

Executive Summary
www.usdoj.gov/dea/pubs/lsd/execsum.htm

LSD: The Drug
www.usdoj.gov/dea/pubs/lsd/lsd-4.htm

LSD Manufacture
www.usdoj.gov/dea/pubs/lsd/lsd-5.htm

LSD Trafficking
www.usdoj.gov/dea/pubs/lsd/lsd-6.htm

LSD Use and Effects
www.usdoj.gov/dea/pubs/lsd/lsd-7.htm

DEA Field Division Assessments
www.usdoj.gov/dea/pubs/lsd/lsd-8.htm

Addictions and Life Page "Signs of Hallucinogen Abuse", LSD
www.addictions.com/lsd.htm

The Moral Culture of Drug Prohibition by Ed D’Angelo in The Humanist, September/October 1994
Turnpicke.net/~jnt/moralcul.htm