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SAMHSA News - March/April 2007, Volume 15, Number 2

Ads, Billboards Highlight Younger Children

Underage drinking is about high school kids, right? Unfortunately, the problem is appearing in children in middle school and elementary school, too. SAMHSA and the Ad Council have joined together to produce new public service announcements (PSAs) that reflect those age groups.

PSA showing face of young girl with message, “Start Talking Before They Start Drinking” - click to view PSAs

The PSAs support the Surgeon General’s Call to Action nationwide (see Reach Out Now Educates Teachers, Students). And as part of SAMHSA’s continuing leadership role in the Federal underage drinking prevention effort, the Agency is collaborating with stakeholders to disseminate the PSAs and other materials in time for Alcohol Awareness Month in April. (See Underage Drinking: A Call to Action.)

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PSA showing face of young boy with message, “My name is Brandon. In 9 years, I'll be an alcoholic.” - click to view PSAs
A new public service announcement (PSA), “Brandon’s Story,” is now available from SAMHSA and the Ad Council. Visit

Brandon and Emily PSAs

Recently, SAMHSA released two new video PSAs to emphasize the young age at which children begin drinking.

“My name is Brandon. In 9 years, I’ll be an alcoholic,” says the young boy featured in the “Brandon’s Story” PSA. After greetings from adult attendees at an Alcoholics Anonymous meeting, he adds, “I’ll start drinking with the older kids and whatever they do, I’ll do.”

PSA showing face of young girl with message, “I'll start drinking in 8th grade, but my parents won't really notice.” - click to view PSAs

A young girl is features in “Emily’s Story,” another new PSA to build awareness about underage
drinking. Visit www.stopalcohol

In “Emily’s Story,” a young girl says she’ll be an alcoholic in 7 years. “I’ll start drinking in eighth grade, but my parents won’t really notice, ’cuz I’ll do okay in school and everything will seem okay,” she begins. She pauses before saying, “But everything won’t be okay.”

The new PSAs continue the national campaign launched in fall 2005. The campaign’s objective is to help reduce or delay the onset of underage drinking. Specifically, the campaign targets parents of children age 11 to 15. Parents are encouraged to talk with their children early and often about alcohol, especially before they start drinking.

As Brandon says in one ad, “I know it will start with alcohol. I’m just not sure how it’s going to end.” Each of the ads, however, closes with the reminder that children who begin drinking at an early age are more likely to develop alcohol problems later in life.

Stop Underage Drinking logo - click to view Web site

SAMHSA’s PSAs respond to underage drinkers and parents with one question: “Why take the risk?”

For more information on the campaign, or to view these PSAs, visit www.stopalcoholabuse.govEnd of Article

See Also—Surgeon General Issues Call to Action

See Also—Reach Out Now Educates Teachers, Students »

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Inside This Issue
Social Security Benefits: Outreach, Access, and Recovery
Part 1
Part 2
Promising Practices
Resources on Homelessness

From the Administrator:
Obtaining Benefits, Attaining Recovery

Funding Opportunities

Stop Underage Drinking - Portal of Federal Resources Surgeon General Issues Call to Action

Ads, Billboards Highlight Younger Children

Reach Out Now Educates Teachers, Students

President's Budget Sustains Key Programs

National Outcome Measures

Transforming Housing for People with Psychiatric Disabilities

Arab Americans & Muslims Assess Emotional Well-Being

Evidence-Based Practices: Online Registry

Screening, Referral Tools Available Online

Recovery Month Web Cast en Español

Treatment Update: Increasing Motivation

Inhalants Report

DAWN Report

Workforce Development Resources


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SAMHSA News - March/April 2007, Volume 15, Number 2