Planet Youth Thunder Bay

Youth-Led. Community-Driven. Shaping Tomorrow.

A prevention model designed and proven to reduce or delay substance use among young people and support youth well-being.

What is the IPM?

The Icelandic Prevention Model began in Iceland, where communities worked together for 20 years to dramatically reduce youth substance use rates from among the highest in Europe to among the lowest.

We know telling kids to ‘just say no to drugs’ doesn’t work. Instead, the IPM focuses on changing the wider social factors preventing youth from living happy, healthy lives.

Now a global movement, Planet Youth (an organization based out of Iceland) helps towns, cities and whole countries adapt the approach to local culture and community needs.

What is Planet Youth Thunder Bay?

Subheading: A local, community-driven adaptation of the IPM

PYTB is not a program. It doesn’t replace services — it strengthens and connects what we already have, using local data and community leadership.

Puts youth well-being at the centre of every decision
Empowers youth and community members to design solutions
Is rooted in equity, belonging, and culture — with Indigenous leadership guiding the way

How It Works

We Listen. Bi-annual student surveys in local schools will gather anonymous, real-time data about youth experiences, relationships, and challenges.
We Learn. The data will help us understand what’s working — and what’s not — in Thunder Bay.
We Act. Together with schools, community partners from many sectors, families, and youth, we will co-create community solutions that focus on prevention, build on strengths and fill in the gaps by reducing risk factors.

Why Now?

Youth today face challenges unlike any generation before. In Thunder Bay, these challenges are urgent:

From 2014 to 2023, Thunder Bay had the highest alcohol-related ER visit rates for youth in Ontario
In 2023, youth alcohol-related ER visits were almost 10x higher than the provincial average — and even higher among females
Youth opioid poisonings are also rising: Thunder Bay’s rate is three times the Ontario average

We want to reverse these trends for youth in our community, and we believe that Thunder Bay is ready for a revolution in how we support youth.

Thunder Bay is a hub for young people across the region. Our community already has a strong history of working together — now is the time to take it further.

Your city. Your Voice. Your Story to Shape.

Be part of our Youth Advisory Council or Youth Prevention Lab, a space to share ideas, create positive messages, and co-design change.

Use your voice, creativity, and lived experience to shape a better future.

Join as Youth

Be part of this exciting, youth-powered transformation that’s redefining our city.

We’re building a coalition of people who care — and the more voices at the table, the stronger the movement.

Together, we can make Thunder Bay the best place for a child to grow up.

Coalition Orientation Package PDF

By signing (as an individual or an organization), you support:

Exploration & collaboration
Awareness & education
Cultural & community responsiveness

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