Smiling primary school pupils took centre stage at City Hall yesterday to launch PRIDE Bermuda’s Red Ribbon awareness week.

The children dressed in red and sang on behalf of the group, which aims to prevent youngsters from using drugs.

Governor George Fergusson, Premier Michael Dunkley, US Consul General Bob Settje and Shadow Communities Minister Michael Weeks also attended the launch, along with parents and volunteers.

PRIDE (Parent Resource Institute for Drug Education) teaches children skills that enable them to make healthy life decisions and resist peer pressure, such as developing self-esteem and coping with anxiety.

“We do all of our work within the school system,” said Judith Burgess, PRIDE Bermuda’s executive director. “Our Life Skills programme is evidence-based and run from P3 to high school.

“We also have a programme called PATHS (Promoting Alternative Thinking Strategies), a social and emotional planning programme dealing with kids’ feelings — letting them know their feelings aren’t good or bad.

“We do stress management, anger management, being assertive — it’s not just saying, ‘cigarette smoking is bad for you’. We’re building skills within young people to make better choices, to be able to say no.

“We have young people with anger issues from the violence on the Island. It’s good for them to be able to hone skills so they can better control themselves.”

PRIDE said its annual Red Ribbon event aimed to celebrate the parents, families, organisations, teachers, religious communities and service agencies that play a part in preventing youth drug abuse. The event also highlights that each one of us can play a positive role in a child’s life.

The Red Ribbon initiative launched in the US in 1985 after the murder of Drug Enforcement Administration agent Enrique “Kiki” Camarena, who was tortured and killed in Mexico.

In honour of his memory and his battle against illegal drugs, parents and youths in communities across America began wearing red ribbons as a symbol of their commitment to raising awareness of the destruction caused by drugs.

The ribbons now serve to mobilise communities to educate youth and encourage participation in drug-prevention activities.

At yesterday’s event, from 12.30-1.30pm, the first 100 people to attend wearing red received a free lunch — and many more than 100 people braved the grey skies and threat of rain to see the children perform.

Among those entertaining the crowd was 11-year-old entrepreneur Ashley Stephens, who runs Ashley’s Lemonade, who won PRIDE’s competition to speak or sing a piece inspired by this year’s Red Ribbon theme, Bermuda Strong High on Life, focusing on the healthy, positive ways to get a kick out of life.

Ashley also set up her lemonade stand offering red lemonade, with all proceeds going to PRIDE.

A call to action by 11-year-old Nazarah Bridgewater urged the public to “figure out what ignites your passion, stay positive, get involved in solution-based efforts and help out in your community”.

Pupils representing five schools took part, including Francis Patton and Heron Bay primaries — there are usually more but the aftermath of the hurricane meant not everyone could attend.

“The kids enjoyed themselves,” Ms Burgess said. “The Governor and the Premier took pictures with them.

“The Governor and US Consul were very upbeat and really focused on why we celebrate Red Ribbon week, and why we do what we do.

“We are urging parents and members of the community to participate in drug awareness, and to educate themselves and their children about the positive effects of drug prevention, while supporting the efforts of PRIDE Bermuda. Collectively, we can make a difference.”

Premier Dunkley said he was “pleased to see so many people wearing red in support of this most worthy cause”.

“Red Ribbon Week is an annual international celebration of prevention that serves to bring attention to the drug problem and provides a time for us to focus on drug prevention and education,” he added. “This special week is a time to help build community awareness regarding alcohol, tobacco and other drug use. It is a time for gratitude for all the lives that remain drug free.

“It is a time to pledge to live a safe, drug-free life and it is also a time to remember those we have lost in the fight against drugs. I would also like to use it as a time to thank PRIDE Bermuda for all the work they do in helping our people to live healthy, drug-free lives.”

Mr Dunkley highlighted that the Liquor Licence Amendment Act came into effect on October 1, which includes mandatory carding in licensed premises.

“The aim of the Act is to add to the safeguards required to prevent underage drinking. Underage drinking and its associated problems have profound negative consequences for minors, their families, their communities, and the society as a whole,” he said.

“This Act will complement efforts by organisations like PRIDE, providing the enforcement safety net also required as part of reversing any trend towards alcohol abuse in the community. The Bermuda Assessment and Referral Centre (BARC) found that some 307 persons sought assistance for substance abuse and dependence in 2013.”

Mr Dunkley also mentioned the National Drug Control Master Plan and Action Plan 2013-2017, released in May.

“The harms resulting from illicit drugs in our country are consistently identified as contributing to our social ills,” he said.

“We need to be united in our vision for a healthy and drug-free community, with each sector of the community playing its role.

“I want to take this opportunity to salute our treatment service providers, who are on the front lines of helping those who are suffering with addiction.”

PRIDE is urging residents to wear red tomorrow to show their support.

Red Ribbon packs for businesses are available to buy from PRIDE’s office, call 295-9970 for more information.