Kentucky is Better Without It: Scaling a Statewide Prevention Initiative

Session Description: The BETTER WITHOUT IT® campaign (@betterwithout.it) reaches Gen Z on digital platforms with clear, objective information about the dangers of drugs and alcohol and a critical message of empowerment. This unique prevention campaign, based in the principles of positive youth development, originated in Central Florida – and then a chance meeting at Rx Summit 2024 opened the doors to impact an even bigger audience of young people.

Through a new partnership with the Kentucky Opioid Abatement Advisory Commission and the Office of the Attorney General, as well as three major state university partners, BETTER WITHOUT IT® has begun to help young people across the State of Kentucky understand that their minds, bodies, relationships, and future are already better without illicit substance use.

Using the expansion of the BETTER WITHOUT IT® campaign as a case study, this session will provide insights into the challenges and opportunities of engaging Generation Z on a statewide level via a positive youth development approach, partnerships with student athletes and other youth ambassadors, and direct youth engagement strategies. Presenters will share their practical takeaways from directing this youth engagement campaign and building partnerships in Kentucky with the goal of inspiring an entire state to pursue a substance-free lifestyle.