The PRIDE initiative promotes Personal Responsibility In a Desirable Environment in 42 counties in Southern and Eastern Kentucky.
The PRIDE initiative was launched in 1997 by Congressman Hal Rogers and the late General James Bickford (PDF) the former Secretary of the Kentucky Natural Resources and Environmental Protection Cabinet. Their vision was to restore the natural beauty of their native region by encouraging citizens to take responsibility for protecting their environment and by providing the education and resources they need to do so
The PRIDE initiative is coordinated by Eastern Kentucky PRIDE, Inc., a nonprofit organization. Eastern Kentucky PRIDE’s mission is to contribute to the economic and cultural growth of southern and eastern Kentucky by improving water quality, cleaning up solid waste problems, and advancing environmental education, in order to improve living conditions for its residents while enhancing the potential for tourism industry growth in the region.