Residents are urged to wear red this week and show their support for those working to protect young people from drugs.

The plea comes from PRIDE Bermuda (Parent Resource Institute for Drug Education), which has designated this week as its annual “Red Ribbon” awareness week.

“Our goal is to stop drug abuse before it starts and to continue the message that preventing drug abuse builds a stronger healthier community,” said Judith Burgess, PRIDE Bermuda’s executive director.

“We know the devastating effects of drugs and alcohol on our community. The cost of treatment, which is necessary to help those individuals to get back on track to lead productive lives, far outweighs the cost of prevention. Like Grandma always said, “an ounce of prevention is worth a pound of cure”.

The Red Ribbon campaign, which launched in the US in 1988, aims to celebrate the parents, families, organisations, teachers, religious communities and service agencies that play a part in preventing youth drug abuse.

The event also aims to highlight that each one of us can play a positive role in a child’s life.

Residents are urged to attend the launch event today on the steps of City Hall at 12.30pm. The first 100 people wearing red will be treated to a “Red Bag” lunch.

Governor George Fergusson, Premier Michael Dunkley and Hamilton Mayor Graeme Outerbridge are among the dignitaries due to attend.

PRIDE is urging residents to also wear red on Friday in support of Bermuda’s young people and drug prevention.

Many businesses have bought Red Ribbon kits for staff and more are available from PRIDE’s offices.

“We are urging parents and members of the Bermuda 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,” Mrs Burgess said. “Collectively, we can make a difference in the lives of Bermuda’s young people.”

PRIDE believes treating the costly effects of drug abuse could be reduced significantly by allocating more resources to prevention and intervention programmes.

For more information on the Red Ribbon campaign or to get involved, call PRIDE Bermuda on 295-9970 or e-mail info@pride.prevention.bm