The U.S. Drug Enforcement Administration (DEA) has officially launched its 2024 Red Ribbon Campaign, the nation’s largest and most influential drug prevention initiative. Running throughout October, the campaign aims to raise awareness about the dangers of drug use and promote healthy, drug-free lifestyles across the United States.
Red Ribbon Week, held from October 23 to October 31, honors the memory of DEA Special Agent Enrique “Kiki” Camarena, who was tragically murdered by drug traffickers in 1985 while working in Mexico. The annual event has become a key moment in the national fight against drug misuse, educating communities and motivating action to prevent drug-related harm.
DEA Administrator Anne Milgram emphasized the importance of the campaign, stating, “DEA honors Red Ribbon throughout the month of October to spread awareness and promote the importance of drug use prevention. We want to save lives by raising awareness about deadly drugs.“
Virtual National Red Ribbon Rally As part of this year’s activities, the DEA’s Virtual National Red Ribbon Rally premiered on October 8 and will remain available for viewing throughout the month on DEA.gov/redribbon. The rally highlights include:
- A video address by DEA Administrator Anne Milgram.
- A musical performance by students from Volcano Vista High School in Albuquerque, New Mexico.
- A special color guard presentation by the Greater Cleveland Color Guard.
- The debut of a new fentanyl public service announcement (PSA) created by students in Tempe, Arizona.
- The Red Ribbon Pledge, led by students from the Richmond, California Police Athletic League.
Additionally, the event will reveal the winners of the 2024 Community Drug Prevention Awards and the Visual Arts Contest, shining a spotlight on individuals and organizations dedicated to drug prevention efforts.
Nationwide Engagement Opportunities To encourage greater community participation, the DEA, in collaboration with the Substance Abuse and Mental Health Services Administration (SAMHSA), is promoting the 9th Annual Red Ribbon Campus Video PSA Contest, which invites college students to create compelling messages around drug prevention. Information on how campuses can participate is available at campusdrugprevention.gov/psacontest.
In addition, the DEA co-sponsors the National Family Partnership’s Red Ribbon Week Photo Contest, which engages families and communities across the nation. More details can be found at redribbon.org.
A Legacy of Awareness and Action Red Ribbon Week was first observed in 1985 in Special Agent Camarena’s hometown of Calexico, California, and quickly gained nationwide support. It became an official national observance after the U.S. Congress and President Ronald Reagan proclaimed it a national event, recognizing the urgent need for drug prevention education. Every year since, Red Ribbon Week has been celebrated in schools, workplaces, and communities across the country.
In conjunction with the campaign, President Biden has declared October as National Youth Substance Use Prevention Month, while the 2024 Red Ribbon Resolution has been introduced in the U.S. Senate to support the goals of the campaign.
Get Involved The DEA is encouraging everyone to take part in this year’s campaign by engaging with their social media platforms on Instagram, X (formerly Twitter), Facebook, LinkedIn, YouTube, and Flickr. The public is invited to help spread the message of prevention by sharing resources from the Red Ribbon Tool Kit, available on DEA.gov/redribbon, which includes the Red Ribbon Pledge, posters, and public service announcements (PSAs).
For more information on the 2024 Red Ribbon Campaign, visit www.dea.gov/redribbon and www.getsmartaboutdrugs.com.
Contact Information
DEA Media Affairs
Phone: (571) 776-2508
