Parents were yesterday urged to be aware of the contents of their medicine cabinet to help prevent potential abuse of prescription drugs by their children.

The Parent Resource Institute for Drug Education Bermuda (PRIDE) kicked off its 12th annual "Red Ribbon Campaign" with a ceremony at City Hall yesterday.

Amongst performances from school choirs and students from across the Island, the announcement was made that this year's chosen theme is "Wear Red, Know Your Meds" and was created with the goal of drawing attention to the misuse and abuse of prescription drugs by young people.

The "Red Ribbon Campaign" adopts a different, drug prevention-related theme every year. This year, PRIDE is focusing on the misuse of prescription drugs amongst youth in Bermuda.

Highlighting the importance of parental responsibility in handling, storing and keeping track of prescription medications, the organisers of PRIDE hope to educate the community on the dangers of these drugs.

"Many people don't keep track of what they have in their medicine cabinet," said Judith Burgess, executive director or PRIDE Bermuda.

"Children often assume that these drugs are safe because a doctor gave them to them. We are urging parents and adults to keep track of the medications that they keep in their homes and to warn children about the dangers of these drugs," added Ms Burgess.

While detailed statistics are not available locally, The Bermuda Communities That Care Youth Survey 2007 found that 5.5 percent of youths in Bermuda admitted to abusing prescription pain medications.

"With the recent drug overdose of Michael Jackson, prescription drug abuse has really been brought to the forefront," said Ms Burgess.

"We found it very timely to focus on the abuse of such drugs and to educate the community about the threat that they pose."

Speaking at City Hall about the dangers that drug abuse poses to the community were the Governor, Sir Richard Gozney, Hamilton Mayor Charles Gosling, Deputy Premier Paula Cox and Opposition UBP Leader Kim Swan.

Starting today with "Environmental Change Day", a day of community service, PRIDE will be staging a week-long series of events across the Island.

Tomorrow, between 12.30 p.m. and 2 p.m., PRIDE will have a 'Wear Red Day' in Par-la-Ville Park. The public is encouraged to wear red and attend the free lunch and educational session during their lunch break.

"The focus of the day in the park will be the education of parents and adults, emphasising the importance of their role in preventing prescription drug abuse in youth," said Ms. Burgess.

Culminating the week's events, a worship service is to be held at St. John AME Church, in Bailey's Bay, on Sunday, starting at 11 a.m.

"Our message to parents is to act more responsibly in safeguarding your medications and disposing of them sensibly," said Pauline Richards, chairwoman of PRIDE Bermuda.

"To our children and young adults the message is – there are life-threatening dangers and risks if you use drugs that are not prescribed to you."

PRIDE has been operating in Bermuda since 1986. It has local programmes in 13 primary schools, two middle schools and conducts life skills classes in several high schools.

"Drug abuse is not limited to any particular segment of the community," said Ms. Burgess. "Everybody is at risk."

l For more information on PRIDE Bermuda's Red Ribbon Campaign call 295-9970 or email info@pride.prevention.bm.