Introduction: A Community Seeking Solutions
Communities across Ontario are grappling with an alarming trend: teenagers are using alcohol, cannabis, tobacco, and other substances at younger ages and at higher frequencies than in previous decades. In Southwestern Ontario, where youth consumption rates exceed the provincial average, public health officials are looking for new, evidence-based interventions that can reverse the trajectory. Their chosen approach draws inspiration from a surprising source—Iceland, a country that transformed one of the worst teen substance-use crises in Europe into one of the most successful prevention stories in the world.
Southwestern Public Health, the unit responsible for Oxford County, Elgin County, Woodstock, and St. Thomas, is preparing to roll out the Icelandic Prevention Model (IPM). This internationally recognized strategy focuses on reshaping community environments and strengthening protective factors around young people rather than simply discouraging specific behaviours. Local officials believe the model could be a turning point in addressing the growing concerns about youth substance use in the region.
Why Southwestern Ontario Is Turning to Iceland’s Approach
Local Data Reveals a Concerning Trend
Recent regional health surveys have painted a worrying picture. According to Southwestern Public Health, substance use among local youth is significantly higher than the Ontario average—a trend that has persisted for several years.
“Local health status data is clear: reported use of alcohol, cannabis, tobacco, and other substances among youth is higher here than in Ontario,” said Peter Heywood, director of healthy communities at the health unit.
One of the most striking findings:
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More than one in three Grade 9 students in the region reported having tried alcohol, cannabis, or even smoking an entire cigarette for the first time.
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Over half of local youth reported drinking alcohol in the past year—approximately 10 per cent higher than the provincial average.
These numbers have raised red flags among educators, parents, and health officials, prompting the search for an approach that not only addresses the symptoms but also the deeper causes of substance use.
The Data Collection Phase: Understanding the Community
Surveys Will Guide Local Adaptation
To effectively apply the Icelandic model, officials first need an accurate snapshot of youth behaviours, challenges, and day-to-day realities. This month, high school students across the region will be asked to complete a detailed survey running from Nov. 24 to Dec. 5.
The questionnaire will gather insights on:
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Frequency and types of substance use
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Experiences at school
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Quality of communication with parents and siblings
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Friendships and social influences
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How teens spend their leisure time
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Perceptions of mental health
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Attitudes toward alcohol, cannabis, tobacco, and other substances
This information will play a central role in shaping the local implementation of the IPM.
“The results will be analysed and will guide how officials apply the Icelandic model locally,” said Jessica Austin, a health promoter with Southwestern Public Health.
What Is the Icelandic Prevention Model?
A Groundbreaking Approach Born in the 1990s
The Icelandic Prevention Model was created in the late 1990s by social scientists who sought to understand why the country had such extraordinarily high rates of teen drinking, smoking, and drug use. Their research identified a range of contributing factors—from unsupervised free time and weak family connections to limited recreational activities and social pressures.
Austin explains:
“The Icelandic Prevention Model was developed in Iceland by social scientists in the 90s who looked at factors that influence youth substance use. Their findings helped communities understand where they could focus their efforts to lower those rates.”
Instead of targeting individual substances or engaging in punitive measures, the model emphasizes broad prevention strategies, including:
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Strengthening family involvement
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Increasing access to sports, arts, and recreation
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Building strong school and community networks
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Reducing unsupervised time
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Enhancing youth mental health supports
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Involving parents, teachers, community leaders, and policy makers in coordinated action
From Europe’s Highest Rates to Some of the Lowest
What makes the model so compelling is its success. In the 1990s, Iceland’s teens were among the heaviest users of alcohol and drugs in Europe. Within two decades, the country saw an extraordinary transformation:
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Teen smoking dropped close to 1%
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Alcohol consumption among youth fell to about 6%
These dramatic improvements have attracted global attention, inspiring countries from Ireland to Australia—and now more communities in Canada—to adopt similar frameworks.
Bringing the Icelandic Model to Southwestern Ontario
A Community-Wide Effort
The Icelandic model has already been implemented in parts of Northern Ontario and several other Canadian communities. In every case, success has depended on the same principle: collaboration. Southwestern Public Health is preparing to work closely with:
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School boards
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Police services
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Recreational centres
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Municipal governments
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Community agencies
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Faith-based groups
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Parents and caregivers
Together, these partners will support teenagers by creating environments where healthy choices become easier and more appealing.
“We know substance use is a complex issue and it requires a complex solution,” Austin said. “We’ve done a lot of work using provincial data, but now we’ll be able to work more effectively with local data to get at the root causes.”
The Goal: Build Protective Factors, Reduce Risks
The work ahead involves identifying what protective factors are missing in the community. Iceland’s research showed that teens were less likely to engage in harmful behaviours when they:
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Felt a strong sense of belonging
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Participated in structured after-school activities
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Had regular routines
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Maintained open communication with parents
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Experienced positive school environments
These findings will shape the strategies applied in Southwestern Ontario.
Expectations vs. Reality: How Long Will Change Take?
A Long-Term Vision With Gradual Progress
While the Icelandic model has a proven track record, its benefits do not appear overnight. Austin emphasizes that meaningful change typically unfolds over several years.
“It usually takes a few years for shifts to occur,” she said. “I think everyone gets excited when they see the Icelandic graph showing one per cent smoking rates and six per cent alcohol-use rates, while our region has nearly 50 per cent alcohol-use among youth.”
The health unit’s long-term aim is to bring local substance-use rates down into the single digits—similar to Iceland.
“We would love to get under the 10 per cent marker,” Austin added. “In the short term, we want to at least reach the provincial average.”
Why Prevention Matters Now More Than Ever
A Rising Need for Community Support
As youth mental-health challenges intensify and access to substances becomes easier, communities are under pressure to adopt proactive, not reactive, solutions. Prevention-based models like Iceland’s focus not merely on reducing harmful behaviours, but on creating stronger, healthier, and more resilient young people overall.
For Southwestern Ontario—where early experimentation with alcohol and cannabis is increasingly common—the shift could represent a significant cultural and structural change.
Conclusion: A New Chapter in Youth Wellness
The adoption of the Icelandic Prevention Model in Southwestern Ontario marks an ambitious step toward reversing troubling trends in youth substance use. While the journey may take time, the commitment to building stronger communities, healthier families, and more supportive environments is already underway.
By combining local data with a proven international approach, public health officials hope to empower teens, strengthen protective factors, and ultimately ensure that young people feel connected, supported, and valued. Iceland’s success story shows what is possible—and now, communities in Ontario are ready to write their own.
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