Youth drug use in Samoa is becoming more visible and increasingly normalised among young people, according to youth leaders and addiction specialists.

Doris Tulifau, executive director of Brown Girl Woke, said the issue reflects deeper social and economic pressures affecting families and communities, not just youth behaviour.

She said drug use is becoming more social, with some young people using substances with friends to fit in, feel accepted, or avoid being left out. Peer influence and social media are also increasing normalisation, especially when drug use is shared online.

“We are seeing less fear and more normalisation among young people,” she said.

Tulifau said there is concern about younger exposure to drugs and more youth becoming involved in selling substances. She also said family impacts are shifting, with more boys entering the justice system while girls are pushed into street-based survival work.

She said poverty, lack of safe spaces, peer pressure, stigma, and exposure to harmful environments are key drivers of the issue.

“You cannot change a young person’s environment in a few days,” she said.

Tulifau calls for stronger community action, earlier conversations about drug use, and more support systems in families, churches, and villages. 

She warned that without change, more young people could face prison or unsafe survival situations.

Sailivao Tusa Aukusitino Senio, team leader and addictions practitioner with The Salvation Army Addictions Service, said services have seen a shift since 2018, with young people being exposed to substances in early secondary school years.

He said there is also an increase in poly-substance use, including mixing alcohol with other drugs, and growing normalisation within peer groups. Many young people do not see their use as a problem at first, which delays early support.

Sailivao said key drivers include peer pressure, family breakdown, trauma, mental health challenges, lack of safe activities, and economic stress in households. He said most young people are responding to unmet emotional and social needs.

He said support services in Samoa include counselling, group programmes, family support, referrals, and prevention work in schools, churches and communities. He said recovery is an ongoing process that requires connection and support.

Sailivao calls for earlier prevention in schools, more youth programmes, better mental health and addiction services, and stronger cooperation between families, churches, schools and government.

He also stressed the need to reduce stigma so young people and families can seek help earlier.

"Youth drug use should not be seen only as a law enforcement issue, but as a wider health and community issue," said Sailivao.