Red Ribbon Week is next week! Red Ribbon Week is a way to present a unified, positive, and visible commitment to drug-free lifestyles. This annual event also commemorates the sacrifice of life lost through drug and alcohol addiction, the violence that accompanies drug use, and the bravery and commitment of law enforcement officers who deter it. Locally, the Pleasanton Unified School District and Pleasanton Police Department will recognize Red Ribbon Week by displaying red ribbons at local schools, participating in classroom and special assembly discussions, and by having police officers join in with school activities promoting a drug-free life. The City of Pleasanton has contributed money to the Pleasanton School District to purchase red ribbons and other materials given to students to show their unity against drugs and violence. Red Ribbon Week began as a tribute to Drug Enforcement Administration Agent Enrique “Kiki” Camerena who was brutally murdered in 1985 while investigating a multi-billion dollar drug trafficking operation in Mexico. The events surrounding Special Agent Camarena’s murder sparked a grassroots campaign to reduce the demand for drugs and encourage a healthy, violence-free lifestyle across the United States. Today, the Red Ribbon campaign symbolizes support for efforts to reduce demand for drugs through prevention and education programs. Each year thousands of schools, communities and drug abuse prevention organizations throughout the country distribute red ribbons to honor Special Agent Camarena’s memory and visibly show a dedication to be drug free.