Rather than the standard “don’t do this or that” phrase which accompanies many drug and alcohol campaigns, Jeff Wilbee knew there needed to be a more empowering message for individuals struggling with substance use.

Jeff, the Executive Director of Addictions Ontario, 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 program was 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 more inclusive of all youth. This new program, which is what is used today, encompasses many more healthy and positive activities for teens including music, drama and literature.

The overall original message of the program remains the same though: 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.

This message and the entire program resonated throughout Ontario with great respect. Secondary students were given the opportunity to present their thoughts on this message throughout the media. The students then broadcasted these thoughts in the form of public service announcements on radio and television. The High On Life team also created a province-wide newspaper with a distribution list of 70 000 students in 70 high schools. Unfortunately, this could not be maintained financially. However, to keep the message alive, the HOL website provided the link “Ask a Counsellor.” In this section, a youth therapist offered teens advice on whatever challenges they were facing. This program and its powerful message positively impacted many individuals over the years, specifically the staff and participants involved.

In 2005, Addictions Ontario, in partnership with St. Mary's Counselling Service, added an exciting new element with the help of funding from Health Canada called the “High On Life Challenge.” With the expertise of Youth Workers, Mike Burns and Ashley Orosz, the challenge provides information on drugs and alcohol and educates students on many of the issues that teens regularly face. In this six-session program, Mike and Ashley discuss topics such as emotions, i.e. anger, depression and suicide, as well as issues such as stress, resiliency and self-esteem. There is a strong emphasis on goal-setting and building social support networks.

This theme of “High On Life” continues to form the basis of the current program today: Helping youth find healthy alternatives to drugs and alcohol.

High On Life is a registered slogan. Without the expressed permission of Addictions Ontario, this slogan cannot be used.