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The Executive Office of Health and Human Services State of Rhode Island

Rhode Island Launches Aging Adult Substance Use Awareness Campaign: No Matter Why You Use

Published on Thursday, October 16, 2025

During National Substance Use and Misuse Awareness Month, Campaign Highlights Trends and Resources, and Works to Eliminate Stigma

Providence, Rhode Island — State health agencies are launching a new public awareness initiative, titled No Matter Why You Use, aimed at preventing overdose deaths among Rhode Island adults ages 45 to 64+. This population faces unique and sometimes complex health risks that can increase the likelihood of fatal overdose, making these efforts an important part of the State’s comprehensive response to reducing overdose deaths and saving lives.

“This campaign is about bringing to light the challenges of Rhode Island’s aging adults who use substances and providing education and resources to help them feel more connected. It’s also about eliminating stigma and amplifying the voices of those with lived experience,” said Cathy Schultz, Director of the Governor’s Overdose Task Force. 

While much of the national conversation about overdose focuses on younger populations, new research shows that middle-aged and older Rhode Islanders struggle with co-existing physical and mental health conditions, chronic pain, isolation, stigma, and perceived limited access to care—factors that can contribute to rising rates of substance use and overdose.

The campaign is being led in partnership by the Rhode Island Executive Office of Health and Human Services (EOHHS), the Rhode Island Department of Behavioral Healthcare, Developmental Disabilities & Hospitals (BHDDH), the Rhode Island Office of Healthy Aging (OHA), and the Rhode Island Department of Health (RIDOH).

Among the key statistics driving this campaign are findings from Rhode Island’s 2024 fatal overdose data, highlighting the impact on adults ages 45 to 64:

  • Individuals ages 45 to 64 are experiencing accidental drug overdose deaths at significantly higher rates than the general population’s statewide rate (27.2 per 100,000 residents). Among residents aged 45 to 54, there were 59.3 fatal overdoses per 100,000 residents. For those age 55 to 64, the rate was 55.6 fatal overdoses per 100,000 residents.
    • Compared to previous years, the rate of accidental drug overdose deaths is on the rise among individuals ages 55 to 64 in Rhode Island.
  • The greatest proportion of overdoses in this age group occurred among males (69%) and non-Hispanic, white individuals (74%).
  • Most overdose deaths in this age group (87%) occurred in private settings like homes.
  • Stimulants, like cocaine, crack cocaine, methamphetamine, and amphetamines, contributed to 65% of fatal overdoses in this age group, reflecting a growing public health concern beyond opioid-related overdoses.
  • Fentanyl contributed to more than half (51%) of fatal overdoses in this age group, which shows that fentanyl is still a primary cause of overdose deaths.
  • A combination of fentanyl and cocaine contributed to 34% of overdoses in this population.

“The creative approach we’ve used for this campaign is designed to elicit a reaction of ‘this is my struggle,’ ‘that could be my friend,’ or ‘that could be my parent’,” said Linda Mahoney, from BHDDH. “The average person doesn’t often associate substance use with aging adults but therein lies part of the challenge we face. If we can bring greater awareness to this reality, we’ll hopefully make great strides in prevention, recovery, and the elimination of stigmas.”

“As Rhode Island’s population continues to age, we have a responsibility to see the full humanity of older adults and to confront the issues that too often remain hidden,” said Maria Cimini, Director of the Rhode Island OHA. “This campaign reminds us that substance use is not a moral failing.  It’s a public health challenge. By meeting people where they are, connecting them to care, and breaking the silence around stigma, we can build stronger, healthier communities for everyone.”

The State partnered with RDW Group on the No Matter Why You Use campaign, which is based on insights from formative research and included in-depth interviews with subject-matter experts and individuals with lived experience, such as those in recovery, counselors, social workers, community advocates, and physicians. These authentic voices shaped the campaign’s messaging, which emphasizes the impact of stigma, hopelessness, and emotional distress, as common triggers for aging adults who many feel isolated or disconnected.

The powerful, portrait-style imagery and first-person messaging acknowledges that people use substances for complex reasons, including isolation, pain, coping, trauma, and anxiety, and depression, and centers compassion at its core: No matter why you use, your life matters. Hope and help are here.

The campaign is designed to help individuals feel safe, seen, and supported while connecting them to local resources for treatment, recovery support, and harm reduction at PreventOverdoseRI.org.

Additionally, the campaign’s media strategy uses data-driven insights from RIDOH’s fatal overdose heat maps to target media placements for aging adult audiences. Media placements include digital tactics with social media and website and app display ads; radio ads for local and streaming radio; and ads for gasoline pump televisions. The campaign also includes grassroots community outreach to more than 250 organizations across the state. 

The launch of this campaign is part of a comprehensive, ongoing effort by the State to address various public health and substance use crises. Other State-led campaigns, which aim to bring awareness, intervention, and resources across the life course, include: 

Perinatal Substance Use: This award-winning campaign, Pregnant? Using? We Can Help. focuses on educating and supporting families and mothers in a supportive and non-stigmatizing manner. Its goal is to promote a healthy pregnancy by mitigating the risk of exposing children to substances in utero. For those who have been exposed, the initiative works to connect mothers with essential peer recovery supports and services.

Unintentional Youth Poisonings: Raises awareness of the prevalence of accidental youth poisonings and offers practical strategies for prevention to parents and caregivers. It focuses on protecting young children by stressing the importance of safely storing and locking up medications and drugs and keeping them out of reach. Additionally, the campaign educates adolescents on the dangers of consuming unknown substances (such as taking an unprescribed pill from a friend for a headache), promoting respect for their bodies and informed decision making.

Fentanyl-Contaminated, Counterfeit Pills: This award-winning campaign, Assume Fentanyl. Every Pill. Every Time. was designed to make critical information about the dangers of counterfeit pills and fentanyl both accessible and impactful to Gen Z audiences.

Polysubstance Use: Aims to educate Rhode Islanders on the serious dangers associated with polysubstance use—the intentional or unintentional combining of two or more substances. This behavior significantly heightens the risk of overdose, and it's vital for people to understand that even small amounts of combined substances can lead to an overdose. 

For Rhode Islanders seeking support for themselves or loved ones, information and resources are available at PreventOverdoseRI.org. 

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