the phenomenon of drug consumption in contemporary society is the theme of broad discussions. regarding healthcare communication policies in brazil, there is a blatant lack of regard for the constitutive dimensions of this phenomenon. as a result, conduct related to the prevention of drug consumption involves the said consumption in marginal significances that, far from fostering a sensibility to behavioral change, generate prejudice against and segregation of the user. this can be seen in the prevention campaigns - whether governmental or otherwise - against the use of legal and illegal drugs and that are part of these communication policies. therefore, an understanding of how the consumption phenomenon reaches certain significances and how the campaigns express these significances is what this article proposes to achieve.