A campaign targeting drug-dealing is about to be launched across Yorkshire.

The advertising campaign is intended to challenge the public's perceptions about the illegal trade.

The initiative is a partnership project between the Government Office Regional Drugs Team and Crimestoppers.

The key target is the higher-level dealer, without whom street gangs and suppliers would not be able to operate.

While eliminating this link would disrupt drug selling on the streets, one of the biggest problems Crimestoppers faces is that many such dealers appear to lead ordinary lives within society.

The programme they have devised includes television, radio and outdoor advertising, and is a first for the UK. If successful it may be implemented in other areas of the country.

Crimestoppers' regional development manager Lynne Ploutarchou said: "This is a major campaign to challenge the way the public imagine traditional drugs dealers.

"Most people have pre-conceived ideas of what these people look like, but they often appear to be the epitome of family decency.

"They may be living in good neighbourhoods or even be members of your tennis or golf club.

"However, there may be something which doesn't quite add up about their lifestyle.

"Ultimately we want people to call the Crimestoppers team if they are suspicious about anyone. That's what this new approach is aiming to achieve."

Over the next two months the campaign will begin with a series of commercials on television and radio.

John Dean, creative director at Poulter Partners, the agency behind the campaign, said: "Our aim is to make people question stereotypes and be aware of things that perhaps look out of place.

"It's a pretty hard-hitting and radical campaign which should certainly capture people's attention."