At a Miami investment conference on Wednesday, U.S. President Donald Trump announced plans for a large-scale anti-drug advertising campaign, citing inspiration from Mexican President Claudia Sheinbaum.
During his speech, Trump recounted a conversation with Sheinbaum about Mexico’s approach to drug prevention. He shared that when discussing Mexico’s lower drug consumption rates, Sheinbaum highlighted their substantial investment in anti-drug advertising rather than just attributing it to family values.
“We’re going to spend hundreds of millions of dollars advertising how bad drugs are so that kids don’t use them,” Trump declared, outlining an initial commitment of $200 million. He praised Mexico’s graphic approach to anti-drug messaging, noting that their advertisements effectively demonstrate severe physical consequences of drug use.
The announcement follows a November discussion between the two leaders, where Sheinbaum briefed Trump on Mexico’s fentanyl prevention efforts. Mexico recently launched a comprehensive 300-million-peso ($14.8 million) campaign titled “Stay away from drugs. Fentanyl kills you,” featuring widespread advertising across multiple platforms and drug education programs in schools.
While Trump plans to escalate anti-drug efforts, his recent foreign aid freeze has temporarily halted existing U.S.-funded anti-narcotics programs in Mexico. He maintains pressure on Mexico regarding fentanyl trafficking, with potential 25% tariffs on Mexican exports still under consideration for next month.
The focus on fentanyl reflects differing drug challenges between the two nations. While Sheinbaum acknowledges fentanyl-related deaths in Mexico, she maintains there isn’t a crisis comparable to the U.S. situation. Health Minister David Kershenobich recently noted that methamphetamine use presents Mexico’s primary drug concern, though fentanyl remains significant due to its mortality rate.
Critics of both countries’ anti-drug campaigns have questioned the heavy emphasis on fentanyl, particularly in Mexico where its use is less prevalent, and have raised concerns about potentially increasing curiosity about the drug among current users of other substances.