In Iceland, teenage smoking, drinking and drug use have been radically reduced in the past 20 years. Today, youth all across that nation are involved in sports, arts, music, and other activities every day, family relationships are stronger, and positive youth engagement is on the rise. This was not always the case. From 1989-1999 youth substance use in Iceland was trending up with the highest rates in Europe, even while many prevention activities were going on. Informed by data, researchers, policy makers and program specialists came together to address the problem.