Attorney General Coleman announces nationwide youth drug prevention campaign

Attorney General Russell Coleman proposed a statewide youth-focused addiction prevention initiative before the Kentucky Opioid Abatement Advisory Commission on Tuesday.

The commission unanimously approved the two-year, $3.6 million proposal, which focuses on a research-based youth education campaign.

This campaign, called “Better Without It,” will incorporate data-driven outreach to reach young people in Kentucky where they are, including on social media, streaming platforms, college campuses, and through influencer partnerships. The campaign will showcase positive, Kentucky-centric messages specifically designed to encourage young people to reach their potential.

The Commission and the Attorney General's Office will work with prevention experts and creative marketing professionals to develop an education campaign that will reach young people in Kentucky.

“Our children are growing up with no room for error. A single pill can and does kill our neighbors. Today, the Opioid Commission has partnered with our office to develop a prevention program that will give young people the confidence that they will be better off without opioids,” said Attorney General Coleman. “We will reach Kentucky's young people where they are and give them a message that resonates. I am grateful to the Commission for its strong support of this program that truly has the potential to save lives.”

In addition to the awareness campaign, the prevention programme will also support existing school-based programmes and strengthen the Commission's work in supporting youth-focused prevention efforts.

To date, the Commission has distributed over $55 million to combat the drug crisis, directly helping Kentucky residents overcome addiction and promote long-term recovery.