HIGH-LEVEL drug dealers who hide their activities behind a veil of middle-class respectability are to be targeted by a hard-hitting new campaign.

An advertising drive is being piloted in the Yorkshire and the Humber region to challenge people's perceptions of what a drug dealer looks like, and to take out these key middlemen of the drug supply chain.

The initiative, which is a partnership project between the Government Office Regional Drugs Team and Crimestoppers, is aimed at higher-level dealers, without whom lower-level street dealers would not be able to operate.

But the campaign's first challenge will be to make people aware that such criminals can have a mask of respectability.

Lynne Ploutarchou, regional development manager for Yorkshire & Humber Crimestoppers, said: "This is a major campaign to challenge the way the public imagine traditional drugs dealers. Most people have preconceived 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."

The programme, which includes TV, radio and billboard advertising, is a first for the UK, and if successful may also be implemented in other areas of the country.

Updated: 11:00 Tuesday, April 22, 2003