Govt targets youth drug problem with celebrity-led campaign

With the rise of drug-related cases among young people in Fiji, the Government is stepping up efforts to fight the growing crisis in schools.

Concerns over student exposure to drugs, peer pressure, and risky behaviour have pushed the Ministry of Education to take a new approach, one that uses sports heroes, musicians, and community influencers to spread awareness and inspire change among students nationwide.

Education Minister Aseri Radrodro told Parliament that the Government had launched a new awareness campaign using prominent public figures to deliver powerful anti-drug and HIV messages to students across the country.

“We are engaging Fiji rugby players, Drua athletes, former coaches, local musicians, and popular influencers to connect with young people, especially in red zone schools where drug exposure is highest.”

The campaign, launched through the Future Leaders Fiji programme at Nasinu Secondary School, is part of the government’s Pathways to Purpose initiative supported by the Australian Government under the Vuvale Partnership and the United Nations Development Programme (UNDP).

Mr Radrodro said the project aims to “build resilience and promote responsible behaviour” among students while spreading awareness about the dangers of drug abuse and HIV.

He added that the ministry was working with other government agencies, including the Ministry of Youth and Sports, the Ministry of Policing, the Great Council of Chiefs, and the Fiji Rugby Union, to ensure the campaign reaches schools nationwide.

“This is not just another classroom lecture,” Mr Radrodro said.

“It’s a community-driven movement designed to inspire positive change through voices our young people admire.”

The Minister also revealed that the new citizenship education curriculum, now being piloted in over 170 schools, includes lessons on social issues such as drug use, HIV/AIDS, and human rights.

Students learn about the health, social, and economic impacts of substance abuse and are encouraged to promote drug-free lifestyles within their communities.

However, Opposition MP Rinesh Sharma questioned the ministry’s ability to sustain the initiative amid tight budgets and pending teacher salary upgrades.

“With a $33.8 million shortfall, how will the Ministry continue supporting these awareness programmes effectively?” Mr Sharma asked.

In response, Mr Radrodro assured Parliament that a monitoring and evaluation policy is in place to track the impact of the programmes.

As drug cases continue to rise among Fiji’s young people, the government hopes that this new partnership between schools and sports stars will help turn admiration into action and inspire a generation that says no to drugs.

Feedback: rariqi.turner@fijisun.com.fj