PSA Campaign Fights Underage Drinking With Digital Media
On April 1, the Century Council released animated Public Service Announcements featuring Attorneys General from across the country in a coordinated effort to educate children on underage drinking. Launched to coincide with April’s designation as Alcohol Awareness month, the cartoon-like PSAs offer an unconventional way to encourage kids to say ‘YES’ to a healthy lifestyle and ‘NO’ to underage drinking.
With reports indicating that nearly four out of ten students have consumed alcohol at least once by the end of eighth grade and seven out of ten students have done so by the end of high school, these innovative PSAs are meant to jump start conversations and focus our nation’s youth on the negative consequences of underage drinking.
Youth and parents hear the same messages over and over again. The creation of animated PSAs was meant to cause people to take a second look and engage on this important issue.
Since their release date on April 1, the Century Council’s Ask, Listen, Learn: Kids and Alcohol Don’t Mix animated videos have received well over 1.5 million collective online views, proving that this medium and its message are resonating.
This fun, educational PSA features snapshots of Attorneys General running, climbing up a mountain, and eating healthy meals with their family. The final scene encourages kids to visit www.asklistenlearn.com, where they can become a part of the Ask, Listen, Learn Team by taking a pledge to be active for 60 minutes a day and say ‘NO’ to underage drinking. The website also provides effective tools and resources for parents to continue the conversation with children on underage drinking.
It is unfortunately inevitable that at some point your child will be confronted with making a decision about drinking alcohol, and he or she may be caught off guard. It’s never too early to start talking with your child about the dangers of underage drinking. This animated PSA is one way we hope will help parents drive this important ‘healthy lifestyle’ message home.
Photo courtesy of The Century Council
NOTE: This is a guest post from Ralph Blackman, President & CEO of The Century Council.