This overwhelming silent majority are being ignored or (more often worse) mocked for wanting the very best health and mental health for their families and communities.

Told, directly or tacitly, that substance use is ‘normal’, relatively harmless and just ‘part of growing up’.

Who is driving this toxic agenda, and how did they get such traction in the Western Public Square? (That is not too difficult a question to answer, but you need to look for yourself.)

The faux faces of pop-culture cool are posters for this persona unravelling conduct and it’s time to change the lens.

Whitewashing these culture and community ‘wrecking balls’ is the sales pitch of ‘cool’. But it’s only selling harm! This Social Media driven game aims to hide the growing short and long-term harms from this toxic culture – and is online ‘noise’ is getting the all too easily attracted attention of every more easy to manipulate kids.