Established in 2024, Generation Lead is IABH’s newest prevention initiative. Generation Lead is a statewide youth education campaign aiming to:

• Prevent or delay initial substance use

• Reduce, prevent, or delay the misuse of substance 

• Minimize stigma association with substance use disorder (SUD), treatment and recovery

• Reduce harms associated with substance use and misuse, including overdose

Our team has developed a comprehensive awareness campaign that centers youth voices and leverages modern, research-based communication strategies to reach Illinois teens where they are. The campaign includes:

• Social media engagement on platforms popular with youth (e.g. Instagram, TikTok, Snapchat, Facebook), featuring peer influencers, interactive content, and facts about substance use. 

• School-based material and toolkits co-developed with educators and students, including classroom posters, digital curriculum enhancements, and parent engagement guides.

• Community events and youth-led forums to foster open dialogue and peer education around prevention, stigma reduction and support for recovery.

• Multilingual and culturally responsive messaging designed to resonate with diverse communities across Illinois.