People are chasing the buzz. Remember, people use for two reasons: to increase pleasure or to relieve suffering. It's rarely for both reasons at the same time.
We learn a lot from peers. When I go to conferences, I bring a person in their twenties who has come out the other side. I bring a young adult who experienced prostitution, street gangs, youth centres, opioids and all kinds of other substances. I'm not in the spotlight at these conferences; those people with lived experience are. When a 22-year-old who was in jail, who experienced youth centres, prostitution and drug dealing, tells their story, that hits home for young people way more than anything a doctor could say.
That's my way of doing things, and it works very well. These conferences make an impression on young people. They remember the person who came out the other side while they were still young. That's my angle.