The Century Council and American Beverage Licensees Launch New Public Awareness Campaign to Fight Underage Drinking

8/18/2003

From: Leslie Mills or Courtney Means, 202-637-0077, both of The Century Council

WASHINGTON, Aug. 18 -- In conjunction with the back to school season, The Century Council and American Beverage Licensees (ABL) have joined forces to unveil a new public awareness campaign designed to prevent underage drinking. The Century Council, a national not-for-profit organization funded by America's leading distillers: Allied Domecq Spirits & Wine North America; Bacardi U.S.A., Inc.; Brown-Forman; DIAGEO; Future Brands LLC; and Pernod Ricard USA, and dedicated to fighting drunk driving and underage drinking, partnered with beverage alcohol retailers to unveil the new public awareness campaign designed to increase awareness among parents about where kids obtain the alcohol they drink, and at the same time, educate parents about talking to their teens about the dangers of underage drinking.

"Key to addressing the problem of underage drinking is knowing where youth obtain the alcohol they drink. In a recent survey commissioned by The Century Council, teens were asked, 'How do you and your friends get the alcohol that you drink?' 65 percent of the youth surveyed said that they got the alcohol they drink from family and friends, meaning they got it from their own home or their friend's home, older siblings or older friends," said Susan Molinari, Chairman, The Century Council. "The good news is that over the past 20 years, the number of underage drinkers has decreased. For example, underage drinking among high school seniors has declined 29 percent proportionally from 70 percent in 1982 to 50 percent in 2001, according to government surveys. Yet, more work needs to be done."

Based on the recent survey data stating that 65 percent of youth who drink obtain alcohol from their family and friends, The Century Council, working with the America Beverage Licensees, created a new campaign that highlights the point of access to alcohol by underage youth and encourages parents to play a more active role in keeping alcohol out of the hands of our nation's youth. The key component to the campaign is a 30-second television Public Service Announcement, buttons and informational cards that provide tips in English and Spanish for parents on how to talk with their kids about alcohol that will be distributed at the point of purchase.

"I was startled to learn that so many kids get alcohol from family and friends. The good news is that survey after survey shows that kids identify parents, overwhelmingly, as the leading influence in their decision not to drink at all or not to drink at an occasion (i.e. senior prom). Parents should be encouraged by this news. It means their kids are listening. Parents now need to be empowered by this information and continue to talk with their kids about the dangers of underage drinking, " said Tom Farrell, Superintendent of Schools, Maine School Administrative District No. 71.

"While it is extremely important to discourage underage sales, kids get alcohol from many sources, and they can be very creative about obtaining alcohol. But we are not here to point fingers. Parents, retail establishments, community groups -- we all have a role to play in the fight against underage drinking," said Harry Wiles, Executive Director, American Beverage Licensees, America's Beer, Wine and Spirits Retailers. We will be working aggressively during the back to school season and throughout the entire year to keep alcohol out of the hands of our nation's youth. Producers, wholesalers, retailers -- all of us -- need to play a role in the fight against underage drinking to lower, and hopefully eliminate, underage drinking.

In advance of students heading back to school, The Century Council will launch media events and distribute the new public service announcement in six markets nationwide: Baltimore, Md.; Cincinnati, Ohio; Dallas, Texas; New Orleans, La.; San Diego, Calif.; and Tampa, Fla. The Council will continue to roll out the campaign throughout the rest of the country during the rest of the year and 2004.

Working with ABL, The Century Council plans to make the new materials available to ABL's membership that includes over 20,000 retail outlets. ABL members across the country will provide informational tip cards to parents on how to have an effective conversation about alcohol with their kids.

Since The Council's inception in 1991, approximately 8 million pieces of point of sale items have been distributed free of charge to retailers and wholesalers nationwide and in all 50 states. In addition to the point of sale campaign to stop underage drinking and underage purchasing, The Century Council has a long history of developing and implementing effective educational programs for middle school students through college students available free of charge reaching millions of students throughout the United States.

Ready or Not(r): Talking With Kids About Alcohol is a community program designed to help parents and other adults prevent underage drinking problems among middle-school age children (ages 10 to 14). Brandon Tells His Story is a high school video program featuring Brandon Silveria, a permanently disabled young man who crashed his car after having a few drinks when he was 17. Brandon and his father Tony tour America's high schools full time to educate students-over one million to date-about the consequences of teen drinking. Also for high school students, developed through a partnership between the American School Counselor Association (ASCA), The Council's Alcohol 101 for High School Seniors program is an interactive CD-ROM with a companion Educator's Guide designed to aid educators in preparing students to make informed choices about alcohol. By demonstrating the negative outcomes of bad decisions and by providing safe and healthy alternatives, Alcohol 101 for High School Seniors encourages students to maintain safety and control in situations involving alcohol.

For college students, The Council's Alcohol 101 Plus(tm) innovative CD-ROM program is aimed at helping students make safe and responsible decisions about alcohol on college campuses. Set on a "virtual campus" with content targeted to at-risk populations -- first year students, Greeks, student-athletes, and judicial policy offenders, Alcohol 101 Plus includes a "Virtual Bar" designed to teach students about how alcohol affects an individual's blood alcohol concentration; a "B4Udrink" alcohol education game developed in partnership with SONY; and a "Virtual Brain" which provides the user with an opportunity to learn about how alcohol affects an individual's health, performance, and decision-making.

For more information about the programs, to order a program free-of-charge, or to get additional information on the recent survey, log onto The Council's Web site at http://www.centurycouncil.org.

Launched in 1991, The Century Council is funded by America's leading distillers. The Council's mission is to promote responsible decision-making regarding beverage alcohol and discourage all forms of irresponsible consumption through education, communications, research, law enforcement and other programs. For more information on the Council, log onto http://www.centurycouncil.org.