October 1, 2025 – Forty years after the death of DEA Special Agent Enrique ‘Kiki’ Camarena, the U.S. Drug Enforcement Administration continues to honor his legacy by supporting the nation’s largest drug prevention initiative—the Red Ribbon Campaign—throughout the month of October.
“The ultimate sacrifice made by Special Agent Enrique ‘Kiki’ Camarena inspires the men and women of DEA to continue our critical mission with unwavering determination. In order to win this battle, we must fight it together,” said DEA Administrator Terrance Cole. “Drug prevention is a critical and powerful tool that enhances knowledge and builds resilience. The Red Ribbon Campaign – the nation’s largest and longest drug prevention campaign – reminds us that a healthy, drug-free lifestyle can build a safer, stronger America for generations to come.”
This year’s Red Ribbon theme is “Life is a Puzzle, Solve it Drug Free,” highlighting how living a drug-free lifestyle helps build a stronger and brighter future, one piece at a time.
October is a cornerstone for DEA’s efforts around drug prevention, education, and community outreach. Through a unified focus on fentanyl enforcement, public awareness initiatives, and the National Prescription Drug Take Back Campaign, DEA works tirelessly throughout the month to promote community safety and encourage healthy, drug-free lifestyles.
DEA’s 2025 Virtual National Red Ribbon Rally is now live on www.dea.gov. The Red Ribbon Rally will be available throughout the month on demand at www.DEA.gov/redribbon and www.getsmartaboutdrugs.com.
The Virtual National Red Ribbon Rally includes remarks by DEA Administrator Terrance Cole; a musical performance by students from Center Stage Academy for the Arts in Clinton, Maryland; Color Guards from DC’s Young Marines and ChalleNGe Academy in Maryland; remarks from country music artists on the dangers of counterfeit pills; inspirational remarks from NFL Pro Football Hall of Famer and former Baltimore Raven Ray Lewis, and several scout troops from around the country discussing the Red Ribbon Patch Program. The winners of DEA’s 2025 Community Drug Prevention Awards and Visual Arts Contest will be announced, and viewers will learn many ways schools, community organizations, and families can get involved in this year’s Red Ribbon Campaign.
Every year, DEA recognizes October 23 through October 31 as Red Ribbon Week, which offers a great opportunity for parents, teachers, educators, and community organizations to raise awareness about substance misuse. In addition to our heightened outreach and awareness efforts you will see DEA #GoRedforKiki to honor Special Agent Camarena’s life and legacy.
Red Ribbon Week began in 1985 in Kiki’s hometown of Calexico, California, and quickly gained momentum across the state and then across the rest of the country. The National Family Partnership turned Red Ribbon Week into a national drug awareness campaign, an eight-day event proclaimed by the U.S. Congress and chaired by then President and Mrs. Reagan. Every year since, Red Ribbon Week has been celebrated in schools and throughout communities.
October is also recognized as National Substance Use Prevention Month by the Substance Abuse and Mental Health Services Administration (SAMHSA). As part of Red Ribbon Week, DEA and SAMHSA are sponsoring the 10th Annual Red Ribbon Campus Video PSA Contest. Last year’s winners and information on how campuses can submit a PSA can be found at www.campusdrugprevention.gov/psacontest.
DEA is also a co-sponsor of the National Family Partnership’s annual Red Ribbon Week Photo Contest. More information is available at www.redribbon.org.
We encourage you to follow DEA’s social media accounts on Instagram, X, Facebook, LinkedIn, YouTube, and Flickr to help spread awareness. Additional resources including the Red Ribbon Pledge, posters, and PSAs can be found in the Tool Kit on www.dea.gov/redribbon.
