HAY RIVER - The GNWT has launched a new campaign - called 'Not Us' - to combat illegal drugs.

Shauna Duncan, left, a student at Diamond Jenness Secondary School and a volunteer with the Hay River Drug and Alcohol Strategy, displays T-shirts emblazoned with the slogan 'Not Us.' It's part of the GNWT's new anti-drug campaign. Also present in Hay River on Monday were Justice Minister Jackson Lafferty and Sandy Lee, the minister of Health and Social Services. - Paul Bickford/NNSL photo

"I think this is a milestone," said Justice Minister Jackson Lafferty as the initiative was kicked off at a community event in Hay River on Monday.

Lafferty, who noted the campaign has been in development for over a year, said it is a model that will be used throughout the NWT, while predicting it will also be copied by other jurisdictions in Canada. The campaign will include posters, a website, T-shirts, a video and other materials.

One of the key aspects is communities will be encouraged to customize the campaign to their own needs, including efforts against alcohol abuse.

"I think it all comes down to empowerment," Lafferty said, explaining people can push forward the campaign and the government will be there to back them up.

"It has to take a whole community to make a difference," he said.

Sandy Lee, the minister of Health and Social Services, said it is no secret that illegal drugs are a problem in the NWT.

People could feel overwhelmed and fall into paralysis by the drug problem, Lee said, "Or we can take action."

The minister said a government initiative is important, but personal action is even more important in fighting drugs.

"This is a great beginning of a great project," Lee said of the launch of the 'Not Us' campaign. Chief Roy Fabian of K'atlodeeche First Nation on the Hay River Reserve said he hopes and prays the new campaign will work.

"Alcohol and drugs are major problems for us as Dene people," the chief noted.

Fabian said Dene need to return to their traditional beliefs, values and culture, or the situation may worsen.

In fact, he said, "I believe things are going to get worse before they get better." Hay River North MLA and Speaker of the legislative assembly Paul Delorey said it is time people take a stand against illegal drugs, noting committed individuals can make a difference.

Chief Supt. Wade Blake, the new commanding officer of the RCMP's 'G' Division, also said it is time for communities to take a stand.

"There is strength in numbers," Blake said.

Hay River Mayor Kelly Schofield described the new 'Not Us' campaign as awesome, noting it has many fun aspects to attract children such as the carnival-like atmosphere at the Monday launch.

"I think the strategy will be a huge success in involving kids in a way that has not been done before," Schofield said.

The mayor was pleased Hay River was selected to launch the campaign, adding that, as a town close to the Alberta border, Hay River is a key strategic centre in the battle against illegal drugs.

A television commercial shot in Hay River to promote the 'Not Us' campaign was also premiered at the launch.

The development and production of materials for the 'Not Us' campaign cost the government $225,000. The GNWT will also contribute $100,000 in each of the next two years to support community campaigns.

The Monday 'Not Us' kickoff was held in conjunction with the official launch of the Hay River Drug and Alcohol Strategy, which has been in place for a year and a half.