Rather than the standard “don’t do this or that” phrase which accompanies many drug prevention campaigns, Jeff Wilbee, former Executive Director of Addictions Ontario, knew that a more empowering message was required for individuals struggling with substance use.

Jeff personally understands the destructive lifestyle of alcohol and drug abuse. He too suffered through the journey of this lifestyle and most importantly, overcame it. While recovering, Jeff witnessed this journey of thousands of other people as well. In fact, many addicts gained control of their addictions, pieced their lives back together, and re-established relationships with their family and friends.

The joy of being alive, sober, and full of limitless potential gave Jeff the idea to publicize the “High On Life” way of thinking and, after two name attempts, “Do Life Not Drugs” and “Get High On Life”, the High on Life programwas born. Jeff and his associates played an integral part in modifying the program’s various concepts over the years. Initially the program was designed to encourage youth to participate in athletic activities rather than using substances. The concept changed to become inclusive of the varied interests and activities that youth engage in. The program then encompassed many more healthy and positive activities for youth and young adults including music, drama, and literature.

Even though the original “High on Life” program that Jeff developed took a different form in 2005 with a financial partnership with Health Canada, the overall message of the High on Life Challenge remains the same: Life is a wonderful adventure even though sometimes it may not feel like it. When life becomes difficult, a person with healthy interests and good social supports can face their problems and get past them. Learning from these experiences can cause people to become stronger and healthier individuals. It is Jeff’s message that encourages healthy alternatives to drug use and living life to our greatest potential.

Timeline of the High on Life Challenge school based drug prevention program

2005

• Addictions Ontario, in partnership with St Mary’s Counselling Service, a community program of St. Mary's General Hospital in Kitchener, receive an 18 month grant from Health Canada, Drug Strategy Community Initiatives Fund to implement a drug prevention program for youth

2006

• High on Life Challenge school based program is developed and offered in seven Cambridge area schools and community centers with successful student outcomes and evaluator recommendations to continue and expand the program

2009

• Health Canada, Drug Strategy Community Initiatives Fund, generously provide resources for St. Mary’s Counselling Service to conduct the High on Life Challenge in high schools and post secondary schools in the Region of Waterloo until June 2011. The addition of a training component to teach facilitators in education, community and health care facilities ensures post funding sustainability of the High on Life Challenge in continuing the important work of drug prevention.