Recreational cocaine users are being targeted in a Government crackdown designed to tackle the illegal drugs trade.
The National Crime Agency (NCA) said its drive would focus on cocaine users with a social conscience in an effort to demonstrate how their casual substance use is having devastating consequences for children, communities and the environment in countries producing the drug.
The campaign, which will attempt to tap into social media with the hashtag #EveryLineCounts, will run alongside the NCA's continued targeting of organised criminal networks responsible for trafficking cocaine. More than 70 tonnes of cocaine were seized as a result of NCA activity globally in 2014/15.
In March a report by the Advisory Council on the Misuse of Drugs revealed the number of users of cocaine in the UK had more than trebled in two decades.
It said the class A drug was no longer just the party substance of the wealthy.