WRPS launch fentanyl awareness campaign ‘#TheNewFWord’
Posted Dec 14, 2017 05:58:09 PM.
Last Updated Dec 14, 2017 06:22:17 PM.
This article is more than 5 years old.
Regional Police have launched a new campaign which aims to educate young people about the dangers of fentanyl.
The campaign ‘#TheNewFWord’ has a simple message — fentanyl is real, and it is deadly.
Chief Bryan Larkin took part in a press conference at WRPS Headquarters on Thursday.
Larkin says fentanyl doesn’t discriminate, and so far this year, there have been 65 opioid-related deaths in Waterloo Region.
“The time to talk is now. It’s time to take action and prevent any further fatalities. We know it’s a really difficult conversation to have with young people — but we’re encouraging parents and caregivers to have a larger dialogue around the public health crisis that we’re facing locally, across the province, and across Canada.”
Larkin says the campaign’s really about encouraging a dialogue.
“It’s about encouraging discussion with family members and young people around the impacts of fentanyl, and also raising awareness about naloxone. We need people to start having conversations around looking after themselves, and being careful.”
Larkin says at times, having to launch awareness campaigns like this can be frustrating.
“It can be frustrating and challenging as we do a lot of educational efforts throughout the year, and we see people make choice and risk. But this is about education, awareness, and our social obligation to ensure that we continue to promote health and safe lifestyles.”
Larkin says police forces have to stay the course, be optimistic, and keep moving this forward.
“The actual challenge of fentanyl is something that we’ve never faced before. The complexity, the seriousness — it crosses all public systems, social services, impacts on our hospitals. So we need to stay the course, and we need to continue to educate the public.”
The campaign is geared towards young adults between the ages of 13 and 23, and it reminds them that any drug could contain an opioid like fentanyl.
“As we head into the holiday season, it’s about celebrating and sharing memories, and we don’t want those memories to be tragic. Part of our reason for launching this video now, is so it can hit our major cinemas and theatres — but it’s also about sending the strong message to look after yourself. We want you to enjoy your holidays, we’re not trying to tell you how to live your life, but it’s about making the right choice.”
The video will be played at select movie theatres starting December 15, and our local school boards will also be able to access and play it for students.
Larkin says regardless of your age — you should be aware that the choice to take drugs could be a deadly one.
“We all need to very cautious, and continue to encourage those that use drugs about dangers. If we know there’s a potent batch of illicit drugs in our community, we need to advise those that use. Fentanyl has changed the way we do business, and our approach. Our community at times may look at us and ask why we’re doing these things — and our answer is, it’s about public safety. At the end, this is a moral and social obligation to make change in our communities.”
The campaign video was made with help from the Ontario Association of Chiefs of Police — as their Substance Abuse Committee pitched in $5,000.
