FRANKFORT, Ky. — Kentucky’s passion for college basketball is being leveraged by Attorney General Russell Coleman as part of a statewide initiative to combat drug use among young people. Coleman has enlisted the help of two prominent college basketball players, University of Kentucky forward Trent Noah and University of Louisville guard J’Vonne Hadley, to act as social media influencers for his drug prevention campaign.
On Tuesday, social media videos featuring the athletes were released, spreading a unified message against the backdrop of the state’s historic basketball rivalry. The campaign, titled “Better Without It,” promotes the significance of maintaining an active and disciplined lifestyle, aligning with the excitement of the NCAA basketball tournament.
“March always brings madness to the commonwealth, and this year, it also brings a lifesaving message: our young people are ‘Better Without It,'” Coleman expressed.
Kentucky is striving to overcome a drug addiction crisis with both prevention and treatment efforts. In 2023, the state saw nearly 2,000 drug overdose deaths, largely attributed to fentanyl, a potent synthetic opioid. Although these numbers reflect a decline for the second consecutive year, state officials emphasize the ongoing severity of the issue. Last year, tougher penalizations were introduced for fentanyl distributors whose actions result in fatal overdoses.
Coleman initiated the drug prevention effort last month with messages from university coaches. Now, with Noah and Hadley in the spotlight, the campaign taps into the influence of beloved college athletes to spread its message. The aim is to reach young Kentuckians through familiar figures, emphasizing a drug-free lifestyle.
In his video message, Noah underscores the discipline that comes with an active lifestyle, stating, “It helps me to be my best self.” He conveys the satisfaction of ending each day knowing he’s achieved his daily goals, which contribute positively to his life.
Earlier, University of Kentucky women’s basketball player Cassidy Rowe also contributed to the campaign. She encouraged young people to seek enjoyment in healthy endeavors, sharing how basketball imbued her with resilience, accountability, and discipline. Rowe advised viewers to remain true to themselves, resisting peer pressure to become someone they’re not.
This campaign encourages independence in decision-making and seeks to raise awareness about the risks of drug use, focusing on the benefits of remaining drug-free. Coleman’s office shared that this initiative highlights young people’s empowerment to make informed choices.
The Kentucky Opioid Abatement Advisory Commission has backed Coleman’s two-year, $3.6 million plan for the youth education campaign. By collaborating with student-athletes, influencers, and other partners, the campaign aims to spread uplifting messages promoting a life free from drugs.
