Ottawa, September 2, 2010

Dick Pound Tackles Growing Drug Abuse Problem Among Canada's Youth As Newly Installed Chairman Of The Board For The Partnership For A Drug Free Canada - PDFC

Partnership for a Drug Free (PDFC) announces that world-renowned anti-doping crusader. Dick Pound has accepted the position as Chairman of the Board for Canada's newly founded Partnership for a Drug Free Canada

Dick Pound, OC, OQ, is a Canadian lawyer, partner of the law firm Stikeman Elliott, founding president of the World Anti-Doping Agency (WADA), former vice-president of the International Olympic Committee (IOC) and past Olympic athlete.

"The primary asset of any society is its youth," says Pound. "Persuading them from getting tangled up in the downward spiral of drug abuse should be a paramount concern for all adults. It's a major concern for me and the raison d'être of the Partnership for a Drug Free Canada, so we're a perfect fit."

The use of illegal drugs and misuse of prescription drugs is alarming according to recent studies for the Canadian Centre on Substance Abuse (CCSA) and the Centre for Addiction and Mental Health (CAMH). Some of the facts:

• Canada now has the highest cannabis use among 40 countries measured, with an average age of first use being 14 years. Source CCSA.
• Hallucinogen abuse has increased from 3.5% in 2004 to 10.2% in 2008 among youth between 15 and 24 years. Source CCSA, July 2009
• Self-reported harm from using drugs, among those surveyed, jumped from 24% in 2004 to 32% in 2008. Source CCSA, July 2009

Substance abuse crosses all income levels - while the highest level of use is among youth from higher income households, middle and low income level youth are also using. Drug usage levels:   High income - 48.9%, Middle income - 35.4%, Low income - 40.1%
Source: Health Canada National Survey 2002

"The increase in usage is really staggering," adds Pound. "I have one simple message for all parents out there. If you think it could not be your kid, think again - take a second look. The biggest shame of all is turning a blind eye and not helping our kids in becoming smart about drug abuse."

The Partnership for a Drug Free Canada is a registered charity comprising volunteer private-sector lead partners from major media, advertising, production, research and corporate sectors. The Partnership continues to benefit from the start-up funding provided by Bristol-Myers Squibb and Purdue Pharma. The goal of PDFC is to use persuasive messaging to change the attitudes of pre-teens and teens to help modify their behaviour towards the use of illicit drugs and the misuse of prescription drugs.  For the complete story visit www.canadadrugfree.org

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For interviews and further information, contact:
Mark Barber
Mark Barber Consulting: 613.623.0483: Email: mjmbarber@gmail.com