Wonim Red?: A Social Media Trend or a Reality of the Devastating Effects of Substance Abuse?

Lately, the hashtag “Wonim Red?” has taken over the Ghanaian social media space, and to some extent the traditional media as well, igniting debates and desire among the audience of the various social media platforms, especially the youth, to know more about this phrase. “Wonim Red?” is an Akan phrase that can simply be translated as “Do you know red?”. The hashtag has been popularised through the use of viral videos of people dozing off in the middle of a task or activity. These viral videos mostly have a background drill music by O’Kenneth and Reggie from the Kumerica-based Asakaa group. However, underneath the popularity status of “Wonim Red?” lies a looming danger of substance abuse and the reality of its devastating effects on the youth in Ghana. The traction and buzz around the phrase are fuelled by users of social media platforms such as TikTok, Facebook, X, and YouTube, among others.

In reality, “Red” is an illegally manufactured synthetic opioid known for its depressing and euphoric effects, which is usually sold on the black market. According to an exposé by the BBC Africa Eye and BBC Eye Investigations, an Indian pharmaceutical company based in Mumbai is responsible for the manufacturing and exporting of this unlicensed and highly addictive opioid to Ghana and other West African countries such as Nigeria and Cote D’Ivoire. According to the report, “Red” as referred to on the streets of Ghana is a combination of two harmful mixes of ingredients called tapentadol and carisoprodol, sold under brand names such as Tafrodol, and Super Royal-225, among others. The name “Red” is derived from the red colour of these deadly tablets. On one hand, tapentadol is an opioid pain reliever sold under brand names such as Nucynta and Palexia, among others that can only be prescribed by a doctor. Carisoprodol, on the other hand, is an oral medication used for treating musculoskeletal pain (painful muscle or bone conditions), with dizziness and sleepiness as its common side effects. However, information available indicates that the combination of tapentadol and carisoprodol is not licensed for use globally, due to the dangers this cocktail poses to the users including seizures, breathing difficulties, and even death. The 2023 World Drug Report emphasises that new drug combinations are a growing challenge for monitoring and treating drug use. The report further stated that new drug combinations, mostly mixtures of controlled drugs, are increasingly being reported on the drug market all over the world, making the illegal marketing of drugs more harmful.

The World Health Organisation defines substance abuse as the harmful or hazardous use of psychoactive substances, including alcohol and illicit drugs, usually to rouse pleasure. The United Nations Office on Drugs and Crime (UNODC) estimates that about 284 million people between the ages of 15 and 64 years use drugs, with about 35.6 million suffering from drug use disorders. With about 58 million users, opioids continue to cause the most harm, accounting for about 76% of drug use disorder-related deaths. The National Cancer Institute at the National Institute of Health defines opioids as a class of drugs (natural or synthetic) used to reduce moderate to severe pain. Opioids block pain signals by stimulating opioid receptors in the brain and in the course of the process flood the brain with the neurotransmitter called dopamine, creating euphoric feelings and at the same time activating the reward circuit in the brain. This makes the opioid class of drugs one of the most highly addictive substances. Commonly abused opioids in Ghana include tramadol, codeine, pethidine, and tapentadol among others.

Several studies have emphasised the powerful effects social media have in shaping youth culture, interactions, and behaviour. Meer (2024) opines that for most youth, social media is a crucial tool for creating friendships and networks by offering the youth a platform to explore and express their identities. Meer argued that although social media have many benefits, they can also pose significant dangers to the youth. The constant exposure to idealised images and videos may lead to the copying and practising of such lifestyles as depicted in these images and videos. “Wonim Red?” like most catchphrases, is considered by many people, especially the youth, as just another online trend for humour and content creation. However, others are of the view that “Wonim Red?” indirectly glamorises and normalises drug use which can be devastating to the youth. Glamourising drug use and drug-related lifestyles on social media has become a norm. Content creators, musicians, actors, and writers mostly exploit the profitability of drug-related content continuously, without considering the repercussions on their consumers. The outcome of trends such as “Wonim Red?” on social media may encourage or trigger the experimentation with harmful drugs, which may result in dependence and addiction, physical and mental health issues, crime and violence, and even death resulting from a drug overdose.

Although the Narcotics Control Commission (NACOC) and the Food and Drugs Authority (FDA) in Ghana are constantly cautioning the public, especially the youth on the need to eschew the abuse of substances through a series of substance abuse preventive educational campaigns, the act is still on the ascendancy, raising a serious public health concern in Ghana. For instance, “Red” or Super Royal-225 comes in at a time when NACOC and FDA are working tirelessly to curb the abuse of tramadol (another synthetic opioid) among the youth in Ghana. This also explains the multifaceted nature of drug abuse and the illicit drug trade in Ghana. The increase in dominance of “Wonim Red” accentuates the need for a proactive approach to address the substance abuse menace in the country.

Noticeable Remedies to Help Fight the Drug Menace

To begin with, studies have shown that parental involvement can reduce adolescent rates of substance abuse. Doku et al. (2012) opine that children from warm loving homes with parental support and monitoring are less likely to abuse substances. Parents, therefore, have a responsibility towards their children by ensuring that their children imbibe in themselves negative attitudes towards drug abuse. The family is the first point of socialisation for every child, therefore, listening and talking to children about the dangers of drug abuse in a loving and caring manner can go a long way to help prevent adolescent drug abuse.

In addition, there is the need for a nationwide drug preventive education and awareness creation campaign. Organising anti-drug abuse sensitisation campaigns in settings like schools, workplaces, faith-based institutions, and communities, among others, can also help fight against the drug abuse menace in the country. Therefore, the Government must equip lead agencies such as NACOC and FDA with the necessary resources and logistics to enable them to perform this mandate.

Furthermore, there is also the need for stronger regulations and enforcement of existing drug laws. NACOC, the FDA, and the Police, among others, must collaborate to crack down on the illegal production and sales of illicit drugs and the misuse of prescription drugs.

Again, the National Media Commission, National Communications Authority, and the Ghana Journalists Association should ensure responsible media representation by the various media houses in the country. Also, content creators, musicians, social media influencers, and bloggers should be mindful of the messages they promote on their platforms and their effects on their audience, especially adolescents. Instead of glamourising and normalising substance abuse on their platforms, they can encourage anti-drug abuse campaigns that bolster healthy lifestyles among the youth.

Lastly, there should be available support for the treatment and rehabilitation of persons suffering from substance use disorders. Substance use disorders are brain diseases that are considered as a public health issue. Therefore, the Government and NGOs should help provide affordable and accessible drug treatment and rehabilitation programmes for people suffering from these disorders. Families and friends of people struggling with substance use disorders should advise them to seek professional help.

The discussions surrounding “Wonim Red?” should go beyond social media trends and focus on educating and protecting the youth in Ghana from the adverse effects of substance abuse. “Wonim Red?” may have started as a social media trend, however, its deeper implications cannot be overlooked because the trend serves as a reminder of the devastating effects of drug abuse in the country and the need for urgent interventions to stem the tide.

Rees Hakeem Oduro

Silver Spring, Pedu, Cape Coast

0243335108

reeskofi@gmail.com