This article stems from a research whose general objective was to analyze how users of cocaine (crack), attending an Alcohol and Drugs Psychosocial Attention Center, perceive the symbolic forms transmitted on the television campaign "Crack nem pensar" (in English, "Crack? No way!"). To gather information, we used: (a) direct observation in meetings of the care providers and in other activities in the service, registered on a field diary, and (b) focus groups, here called "Roundtable Conversations". Based on the theoretical perspective of Critical Social Psychology, the adopted methodological approach was the Depth Hermeneutics. Despite the hegemonic discourses and mass propagation of symbolic forms that sustain myths about drugs, as well as the numerous ideological strategies identified in this research, we could observe that the participants on the study were able to assume a critical point of view of the campaign.
social psychology; television; crack cocaine