The PRIDE initiative promotes Personal Responsibility In a Desirable Environment in 38 counties in Southern and Eastern Kentucky.

The PRIDE initiative was launched in 1997 by Congressman Hal Rogers and the late General James Bickford, 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. It links citizens with the resources of local, state, and federal agencies to improve the region's water quality, clean up solid waste problems, and advance environmental education.