The strategy was adopted in place of running educational campaigns against drug usage.[1] The prohibitionist strategy is being pursued in the coca-growing regions of Colombia (Plan Colombia), Peru, and formerly Bolivia, where it is highly controversial because of its environmental, health and socioeconomic impact. Furthermore, indigenous cultures living in the Altiplano, such as the Aymaras, use the coca leaf (which they dub the "millenary leaf") in many of their cultural traditions, notably for its medicinal qualities in alleviating the feeling of hunger, fatigue and headaches symptomatic of altitude sicknesses. The growers of coca are named Cocaleros and part of the coca production for traditional use is legal in Peru, Bolivia and Chile.