In 1985, undercover DEA agent Enrique Camarena was found tortured and murdered by underground the drug cartels during his four year long investigation into Mexican drug trade. His murder was part of the prequel to the “Just Say No” campaign which was lead by first lady Nancy Reagan.

The War on Drugs campaign as we know it had started with “Just Say No” and captivated the American audience on the true power of drug trafficking.

Red Ribbon Week helps spread not only awareness in a fun and educational way, it is celebrated in schools K-12 thought the United States after the city of Calexico, California wore red ribbons in his honor. From 1985 to today, Red Ribbon Week is always from Oct 21st to the 29th and has included awareness for alcohol and tobacco.