Red Ribbon Week and fighting addiction

By Thomas Britton

Guest columnist

Seventy thousand Americans died from a drug overdose last year. In fact, if you are under the age of 50, it's the leading cause of death. Ahead of homicides, suicides, car crashes, and disease.

The challenge for experts in the field of addiction medicine is to find solutions, and fast. Reduce these devastating mortality rates. To do this, they must find balance between tried-and-true, evidence-based practices while pursuing new, more successful ways to treat and fund treatment for those at risk. All this in the face of social stigma around the issue of addiction. And, deep and unrelenting research and programming budget cuts. Organizations like Gateway Foundation continue to find bold, creative ways to help those in need, regardless of their background or socioeconomic status.

Red Ribbon Week, this year held October 23-31, is one Gateway and others have utilized to raise awareness about drug prevention. The commemoration began in 1985 at the height of First Lady Nancy Reagan's renowned "Just Say No" campaign. Her leadership did pave the way for more open conversations between young people and their parents. And, research shows children whose parents talk openly and regularly with parents about drugs and drinking are 42 percent less likely to use drugs than those who don't. However, a stigma surrounding substance use disorders persists today because addiction was cast as a choice: the ability to simply say yes or no. Today, we know it's much more complicated.

Children and teenagers experiment with drugs for many reasons, most of them social. They struggle with low self-esteem, trying to fit in with peers. Early substance use increases the likelihood of substance dependency. For instance, people who start drinking before age 15 are almost five times more likely to develop an alcohol use disorder.

Youth opioid use is a specific concern. Studies show many teens and young adults believe prescription drugs are safer than illegal drugs. And, they are often easier to obtain.

Reducing teen use of drugs and alcohol requires adults listening to young people. Attuning to their fears and social challenges. Peer pressure is a tremendous incentive to experiment, and teens need more than a "no" in their arsenal. They need concrete and practiced plans for how they'll deal with difficult situations. They have to know who to call if they are feeling pressure to try drugs or alcohol, or if a friend wants to drive under the influence.

In its 33rd year, Red Ribbon Week is the nation's largest and longest-running drug prevention awareness campaign. It continues to provide educators and parents an opportunity to talk to younger generations - to communicate that addiction is a disease, to reduce stigma, and increase awareness of substance use dangers.

But, as substance abuse and death rates by overdose continue to occur, we must explore new ideas - develop innovative strategies so Red Ribbon Week is even more meaningful, has a greater impact, and saves more lives.

Red Ribbon Week is an ideal start. A week to launch conversations. A significant step toward education, awareness, and prevention. But, these conversations and practices must continue throughout the year to be effective. And, Red Ribbon efforts must continue to refresh, to evolve so they resonate with young people. So they make a difference.

Dr. Thomas Britton is president and CEO of the Gateway Foundation, the country's largest nonprofit treatment provider.