“Red Means Stop”: Government Initiative Executed by Entertainment Week Ghana Against Youth Drug Abuse

On March 26, 2025, the Minister of Youth Development and Empowerment, Hon. George Opare Addo, Esq., proudly launched the “Red Means Stop” initiative at the Marriott Hotel. This nationwide campaign, executed by Entertainment Week Ghana, is dedicated to addressing the alarming rise of drug abuse among Ghanaian youth, particularly focusing on the dangers of tramadol-based substances commonly referred to as ‘Red.’

The “Red Means Stop” campaign is more than just an initiative; it is a clarion call for collective action to protect the future of the Ghanaian youth. “We are at war with a silent, creeping epidemic that is stealing the dreams of our young people,” emphasized Hon. Opare Addo. He described opioids and harmful substances as “thieves” that rob the youth of their potential.

Recent statistics reveal a troubling trend, with nearly 13% of youth consuming alcohol, 17% using marijuana, and around 8% reporting the use of harder drugs like heroin and amphetamines. To tackle these issues head-on, the campaign will focus on three key pillars:

1. Education: Providing accurate information on the dangers of drug abuse.
2. Empowerment: Equipping young people with the tools to resist peer pressure.
3. Engagement: Collaborating with stakeholders to implement community outreach programs, school tours, and digital campaigns.

Entertainment Week Ghana played a pivotal role in the campaign’s success by managing campaign execution, overseeing creative development, coordinating the launch event, engaging stakeholders—including influencers and creatives—and spearheading digital campaigns to maximize outreach and impact.

Hon. Opare Addo urged all stakeholders to unite in amplifying the campaign’s message, declaring that there is no future for substance abuse. “To the youth of Ghana, your dreams are too valuable to be sacrificed to drugs. Your potential is too precious to be squandered on fleeting highs,” he stated.

De Graft Oppong from Entertainment Week Ghana spoke about the official launch of the “Red Means Stop” campaign, highlighting EWG’s partnership in this important drug awareness initiative.

The launch event was a vibrant gathering of creative minds, featuring notable personalities such as Lord Paper, DJ Slim, KalyJay, Zigi, Gabrielle, Abena Soreno, Michael Nichols, DJ We Dey, Chichi DJ, Kojo Bordovich, Stay By Plan Podcast, Cwesi Oteng, Veana Negasi, Bliss King, and more. Additionally, dignitaries including Malik Basintale, CEO of the Youth Employment Agency; Osman Ayariga, Esq., CEO of the National Youth Authority; Twum Barimah, Deputy DDG of the Ghana Narcotics Control Commission; and more were in attendance, underscoring the campaign’s importance.

This groundbreaking initiative is a collaborative effort between the Ministry of Youth Development and Empowerment, Entertainment Week Ghana, the Food and Drugs Authority (FDA), and various other stakeholders committed to fostering a drug-free future for the youth of Ghana. Together, we can make a difference and ensure that our young people thrive without the burden of substance abuse.