FRANKFORT, Ky. (Sept. 10, 2024) – Attorney General Russell Coleman delivered the following remarks today before the Kentucky Opioid Abatement Advisory Commission to propose a two-year, $3.6 million statewide, youth-focused prevention initiative:
*As Prepared for Delivery*
"Director Evans and Members of the Commission:
"It’s a great privilege to once again join your meeting today. As I said earlier this year, this Commission’s work is one of the most consequential undertakings happening anywhere in our Commonwealth.
"Thank you for your unyielding and collaborative leadership to save lives from the poison of drugs and to help make families and communities whole once again.
"A lot has happened in our shared fight against addiction since the last time I sat in this chair.
- "We welcomed two new members to this body, Representative Chris Fugate and Karen Kelly. Both of these colleagues bring a valued perspective and a fire in the belly to this effort. We also thanked former members Representative Danny Bentley, Carlos Cameron, and Karen Butcher for their service as they departed the Commission.
- "In May, we announced the distribution of nearly 8,000 doses of Naloxone to partnering organizations across Kentucky. A second tranche just arrived last week. And we expect two more shipments of a truly lifesaving resource later this year.
- "In June, the Commission approved the latest round of grant funding. To date, more than $55 million has flowed through this Commission to combat the scourge of substance abuse. I had the opportunity to visit one of the grant recipients – DV8 Kitchen in Lexington. I saw firsthand Rob and Diane Perez’s incredible mission to help those in recovery with a stable job and a supportive community. I’m so grateful for the time and care each of you put into selecting these grant recipients, and I look forward to hearing more of their success stories in the months ahead.
- "Also in June, we received a long-awaited report on our shared efforts. For the second straight year, overdose deaths decreased in Kentucky. While there are still too many families enduring the pain of addiction, it’s only right we celebrate every life that has been saved.
- "And at your last meeting in July, the members of this Commission engaged in a robust conversation about future priorities in grant awards. I came away impressed by the creativity and passion each of you bring to this vital task.
"So it’s fair to say there’s a lot going on. And that’s good.
"Addiction is being brought out of the shadows. Those battling this demon and their loved ones have better access to treatment and support than ever before.
"Kentucky is finally on the leading edge of this work. We have more treatment beds per capita than any state in the nation. I spent time last week with the Kentucky Narcotics Officers’ Association hearing about how law enforcement is creatively running faster every day to keep drugs off our streets. Every member of this Commission and every Kentuckian should take pride this progress.
***
"That said, we can’t take our foot off the gas. It’s time to be innovative… to identify the remaining gaps in Kentucky’s comprehensive drug response efforts.
"I’m here to discuss the gaping hole in our efforts to fight the drug threat in Kentucky.
"When I spoke before this Commission in March, I shared my goal to build a gold-standard, statewide prevention initiative.
"We live at a time when as little as one fentanyl pill can—and is—killing our neighbors. We live at a time where no margin of error exists; where there is no such thing as safe experimentation with drugs in the 21st century. We live at a time when kilos of this poison are pouring over our southern border.
"Now, Kentucky is a border state.
"To meet the grave challenges of our time, Kentucky needs a youth-focused education effort that will keep our sons and daughters away from deadly substances in the first place.
"Our Office and the Commission’s staff have zealously taken on this challenge.
"We cast a broad net, looking for solutions… because we know—shockingly—that not all good ideas come from Frankfort. I directed our team to beg, borrow and even steal any idea from across the country that could potentially change the trajectory of this crisis.
"Along the way, we hosted a youth focus group, in collaboration with our partners at Kentucky Youth Advocates. I got to spend time with several Kentucky high school students. We talked about what they’re seeing in their communities, how we can reach them, and what messages would be effective to their peers.
"I’ll be honest… the hour I spent with these students was one of the most informative and enjoyable I’ve had as Attorney General. These young people were bright, well-spoken, and driven to help their fellow Kentuckians. It would be hard for anyone to come away from that meeting without being inspired by the future of our Commonwealth.
"So today, I’m here to present our proposal to build this prevention initiative. I’ll outline our strategy and goals over the next two years. I’ll talk about the key partners who will bring their experience and expertise to our fight.
"And then, as I foreshadowed during my last appearance here, I’ll ask this Commission to come alongside our team in our work to save lives.
***
"Our prevention proposal is a three-legged stool. It’s built from academic research, marketing best practices, an analysis of past prevention campaigns, and a focus on Kentucky’s unique place in the drug crisis. We’ve consulted national experts and local leaders, and I’m confident we’ve built a proposal that will reach young people with the right message and the right messenger.
"At the heart of this initiative is a program called 'Better Without It.' It’s a youth-centered prevention campaign based on positive youth development principles.
"We know young people simply won’t respond to scare tactics or stern lectures. I’m a parent of teenagers… I have plenty of personal experience here; daily it seems…
"'Better Without It' will encourage young people to choose positive life choices. It will shine a light on their resilience.
"And it will nurture the 5 Cs: competence, confidence, connection, character, and compassion.
"Over a two-year period, we will launch an aggressive advertising campaign on social media, streaming services, with influencers and at Kentucky’s universities to show young people the totality of their drug-free potential.
"We’ll tap into everything from NIL to Instagram ads—anywhere we can reach a young person who needs to hear this lifesaving message. From the Mountains to the Purchase, we will build a truly statewide effort to engage with youth from every population and every part of Kentucky.
"This won’t be some splashy cookie-cutter ad campaign. Every part of it will look, feel, and sound like Kentucky.
"We know that these types of education campaigns can work. I’m sure every one of us has experienced a campaign about cigarettes, or drunk driving, or wearing a seat belt.
"As a result of these campaigns, smoking is down, and Kentuckians know to click it or they risk a ticket.
"Let’s be clear – this isn’t a marketing campaign designed for me and you. We may not even see these ads ourselves… That’s the point.
"While none of us are immune, we are not the group most at risk from this crisis. This initiative will be highly specialized and uniquely targeted on Kentucky’s young people. We are going to where the youth are with a message that will resonate with them.
"In a few moments, I’ll introduce our partners who are helping create this content. This team of youth prevention and creative marketing experts developed a similar program in Florida, where they have seen young people enthusiastically embrace the message.
"I think you’ll be impressed by their passion as well as their experience in this work.
"Throughout the campaign, we’ll also convene a working group of young people, parents, prevention specialists and members of this Commission to keep our effort focused.
"The 'Better Without It' campaign will deliver this powerful message in a targeted, effective, and Kentucky-centric way.
***
"The second leg of our proposal will promote school-based programs. Right now, there is a patchwork of existing programs available across Kentucky.
"They may look different and have a broad spectrum of components, but they all share a similar goal of promoting prevention and reducing risky behavior.
"Many of these efforts are fully paid for and present no additional cost to the schools.
"We need to do more. Along with our partners at the Cabinet for Health and Family Services, our team will help weave together the patchwork so educators and leaders can turn to us for answers on how to access these evidence-based programs.
"We know young people are more likely to be influenced by their peers than by someone who looks and dresses like me.
"Honest and productive conversations about the dangers of substance abuse in schools and among students can be a force multiplier.
"The Attorney General’s Office will use our convening authority and our megaphone to connect schools with these proven programs.
***
"Finally, the third leg of the stool is to elevate and draw attention to the ongoing work of this Commission and our partners in youth prevention.
"In this last grant cycle alone, this Commission approved multiple awards totaling hundreds of thousands of dollars for school-based prevention efforts.
"You recognized tremendous work already underway in places like Anderson County, Scott County, Taylor County and more.
"As we build a statewide prevention effort, we should also continue highlighting these ongoing projects and the Commission’s role in funding them.
"Each one of us has a platform to amplify their work. Whether through the Commission’s site visits, speeches, social media, or just in our everyday routines, we can encourage these inspirational efforts.
"I plan to highlight them as often as possible, and I encourage each of you to find ways to do so as well.
***
"Those are the three legs of this stool:
- "An innovative campaign to show young Kentuckians that they’re better without it…
- "A full-throated promotion of existing school-based programs…
- "And a consistent amplification of this Commission’s partnerships with youth-prevention organizations.
"Together, they are three parts of an evidence-based program designed thoughtfully and specifically to prevent addiction in Kentucky.
"I’m asking you to help us build this gold-standard prevention initiative.
"I’m asking you to zealously collaborate so we can reach young people where they are before they take their first – and too often their life-ending – dose.
"To do it, we need resources. You know the deep respect I have for the Commission’s funds, which represent the past pain of families across Kentucky.
"With this proposal, we can look to the future by investing a small fraction.
"Today, I’m asking the Commission to approve a two-year $3.6 million investment – or an average of $1.8 million per year – to stand up this prevention initiative.
"With over one million Kentuckians under the age of 18, we are going to put every single dollar to good use.
"Our parents and grandparents schooled us that an ounce of prevention is worth a pound of cure.
"I fully believe this initiative lives up to that age old sentiment.
"I don’t buy the naysayers that paint a dim portrait of the caliber of our young people. I meet too many extraordinary sons and daughters of our Commonwealth who need this prevention effort.
"They face threats that were unimaginable to us growing up—there is simply no margin of error.
"So, let’s empower these young people to make positive life choices and fulfill their potential. Let’s get to them before they ever consider walking down the dark path of addiction.
"Let’s build Kentucky the prevention initiative this Commonwealth needs.
"I’m grateful for your consideration and your ongoing partnership.
"Now, I’ll turn it over to our partners in this proposal who have experience in prevention efforts in other states to discuss further. Then, I’ll be honored to answer questions you have today or at any time going forward.