As students return to school across Missouri, prevention organisations are giving new attention to the Be Under Your Own Influence campaign, an initiative designed to strengthen the choices of young people who are already avoiding alcohol, vaping and other substance use. Rather than presenting substance use as something everyone is doing, the campaign emphasises that most young people remain substance-free and encourages them to make decisions based on their own goals, values and future plans.

The approach is particularly relevant because perceptions of what peers are doing can influence behaviour. According to the 2026 Missouri Student Survey, around one in nine high school students reported vaping in the previous month and about one in ten reported alcohol use. At the same time, nearly half of students considered vaping products and alcohol at least somewhat easy to obtain. By highlighting the majority who are not using these substances, Be Under Your Own Influence seeks to correct exaggerated perceptions of substance use as the social norm.

The campaign also encourages parents and other adults to start age-appropriate conversations about alcohol and drugs early and to continue them as children grow. Prevention specialists involved in the initiative point to strong family relationships, positive social connections and problem-solving skills as important protective factors. The wider message is one of agency and resilience: prevention is not only about warning young people about risks, but also about reinforcing the healthy choices many of them are already making.

Find more from Missouri Substance Use Prevention (USA, August 2026)