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PSA Campaign Fights Underage Drinking With Digital Media

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.

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Photo courtesy of The Century Council
NOTE: This is a guest post from Ralph Blackman, President & CEO of The Century Council.

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24 comments

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12:49AM PDT on May 3, 2011

The sooner the better since the incidents of horrible things resulting from kids and alcohol is on the rise. Responsible parenting helps a great deal and is the first line of defense but PSA campaigns, peer groups, etc. can also be a big help. Anything to impart wisdom on today's youth.

6:57AM PDT on May 2, 2011

Children learn by example!!! Parents lead by example!!!

3:13AM PDT on May 2, 2011

I agree the media has a lot of blame for this BUT...how about making the PARENTS responsable for this too???

Hit the pockets of parents IF their children behave badly and you will see a drop in under age drinking!!!

7:05AM PDT on May 1, 2011

Why not target those that provide it to them? It's not like they can walk into a store and buy it.

2:33AM PDT on May 1, 2011

Thanks for sharing

1:39AM PDT on May 1, 2011

I don't like the video too... :)

5:48PM PDT on Apr 30, 2011

I think telling kids 'don't drink' will not help at all. I had my first proper drink when I was 15, and I drink occasionally, but very little, because I really just don't see the point.
By making something verboten - and what's worse, offering this creepy Pleasantville-like alternative - will only make kids think it's even lamer to not drink.
Parents need to talk to their kids like they are adults, like my mom did with me. She was aware I was drinking, but she never got worried because it was only every few months or even less. Moderation is key. Negative reinforcement doesn't work. Alcohol consumption amongst teens is lowest in countries where drinking is not seen as forbidden (ie. desirable).
Maybe they should have programs in schools where they basically show you how pathetic it is to drink just because it's "cool" or to get drunk all the time because you don't want to deal with reality. That's what it is, after all. Pathetic.

5:40PM PDT on Apr 30, 2011

Aa.org and alanon.org in schools.

All volunteer program that works


All volunteers are screened


And no taxpayers forced to subsidize

And it works

11:17AM PDT on Apr 30, 2011

Something has to be done.

10:20AM PDT on Apr 30, 2011

Yeah, the "Just Say No" initiative and D.A.R.E. program my son went through worked so well (snarky and sarcastic here folks). What's wrong with the whole thing is not that kids try this stuff. They're going to - especially since they're being told not to. It's the substance abuse. And no cartoon is going to stop that. Kids are under an unbelievable amount of stress these days - it has always been hard to be a teen, but now we overschedule children, so that by the time they're teens, they are so burnt out they don't know where to turn. The family hardly has time to be together to talk and interact, no one eats dinners together, everyone is rushing through life and the kids have had it and escape into drugs and alcohol. This is especially true in a small town, like the one I live in, where they kids have no other outlet but house parties. This whole ask, listen and learn program surely was someone's well-intended brain child and they invested a lot of emotional capital as well as real capital into it. I just don't see it working. I think they should bring back the Scared Straight program. It was stopped because it was too scary for "children". But it made these kids really think. And it was real. What teenager is going to take some animated dancing governor seriously?

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