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Federal Leadership, guidance, and support • SAMHSA’s Underage Drinking Prevention Work • Funding service/Capacity development role • Information and communication role
Campaign Goal Reduce underage drinking among youth ages 9 to 15 by engaging parents in prevention behaviors.
Key Findings • For parents: • Underage drinking is not a top-of-mind issue; • No participant believes his or her child drinks; and • Arecognized government agency must support the research. • For youth: • Talk about alcohol in context of a recent event; and • Mom is the go-to parent, but other trusted adults can also deliver underage drinking prevention message.
Parents are important • Parents are the primary messengers for underage drinking prevention. • To be successful, parents need prompts and conversation starters. • Parents should take advantage of opportunities to discuss the issues as they present themselves.
in our community • [INSERT any relevant local data that illustrate the underage drinking problem in your area of influence.]
National campaign activities • Launch: May 13, 2013 during SAMHSA’s 2013 National Prevention Week • Strategic media outreach • Public service announcement (PSA) distribution to 7,000 media outlets nationwide • A cadre of partners
part of a National Effort • [INSERT RELEVANT PARTNER NAMES HERE.] • Community Anti-Drug Coalitions of America • Interagency Coordinating Committee on the Prevention of Underage Drinking • Leadership to Keep Children Alcohol Free • Mothers Against Drunk Driving • National Alcohol Beverage Control Association • National Association of State Alcohol and Drug Abuse Directors • National Conference of State Liquor Administrators • National Institute on Alcohol Abuse and Alcoholism • National Liquor Law Enforcement Association • National Parent Teacher Association • Office of National Drug Control Policy • Students Against Destructive Decisions • And Many More!
Mutually Beneficial: [Insert org name] • Share leadership on critically important issue • Present united front on underage drinking prevention • Provide free PSAs and resources on underage drinking prevention
Mutually beneficial: samhsa • Extend Campaign reach • Expand implementation and dissemination • Support sustainability • Coordinate brand and message with ongoing underage drinking prevention efforts
Unlimited Access to Campaign Materials • www.underagedrinking.samhsa.gov
resources on demand • Backgrounder • Fact Sheet • Talking Points • FAQs • Partner Toolkit • Tip Sheets for Parents • TV PSAs • Print PSAs • Radio PSAs • And Much More!
Parent-specific resources • Visit the Campaign website to access resources and tools to help parents begin and continue the conversation about alcohol.
Multimedia tools Radio Scripts Television Web Print Web
Coming Soon • Web-based role-playing simulation for parents • Available summer 2013
Let’s invest together • [INSERT activities/potential activities that you are planning as part of the Campaign.]
[insert your organization name] • For more information, contact: • [INSERT contact name, address, phone, e-mail, and web address.]