A coalition of hospitality stakeholders, community leaders, and wellness advocates in Watamu has launched a vigorous campaign aimed at curbing drug abuse among youth in the popular coastal tourist town.
The campaign, which blends advocacy, community service, and creative arts, is spearheaded by 12-year-old Thea Bonasera, an Italian-Kenyan girl whose concern about the rising levels of youth addiction inspired a grassroots movement for change.
Thea expressed alarm over the increasing number of young people openly using drugs in public spaces, including beaches and entertainment spots.
“It is painful to see children and teenagers falling into drugs at such a young age. I want to be part of the solution and help protect my fellow youth from this danger,” said during the campaign launch.
Backed by local tourism investors, the campaign seeks to reclaim Watamu’s image as a safe and family-friendly destination by addressing the drug crisis, which stakeholders say has been silently eroding the area’s social fabric and economic potential.
Clinical psychologist and local resident Naomi Owino lauded the initiative, noting that it not only raises awareness but also provides a platform for healing and reintegration.
“This campaign gives hope. It helps those already affected by drugs to find support, rehabilitation, and a second chance at life. We must treat addiction as a social and mental health issue,” she said.
As part of the campaign’s strategy, organisers are using community theatre and short films to dramatise the dangers of drug abuse, while also encouraging dialogue and reflection among youth and families.
Performances are held in public spaces, schools, and beaches to maximise visibility and engagement.
Additionally, the group has introduced community-driven activities such as beach cleanups and talent showcases to give idle youth productive alternatives.
“These initiatives keep our young people engaged and give them a sense of purpose. When they are occupied with positive activities, they are less likely to fall into the trap of drugs,” said one of the campaign volunteers.
Watamu’s tourism and hospitality sector is one of the biggest employers in the region, and stakeholders believe that investing in youth empowerment is critical to sustaining the industry’s growth. The campaign is expected to run throughout the year, with plans to partner with schools, religious institutions, and local administration to broaden its impact.
Residents are hopeful that the initiative will not only save lives but also inspire similar efforts in other coastal towns grappling with youth addiction.
