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"Talk. They Hear You."

SAMHSA's underage drinking prevention PSA campaign helps parents and caregivers start talking to their children early—as early as nine years old—about the dangers of alcohol.

Thank you for helping to prevent underage drinking. This Partner Toolkit offers customizable "Talk. They Hear You." Campaign materials that you can easily download and tailor to your underage drinking prevention efforts. The "Talk. They Hear You." Style Guide can help you adapt the Campaign and its key messages to your organization's outreach efforts.

"Talk. They Hear You." aims to reduce underage drinking among youth ages 9 to 15 by providing parents and caregivers with information and resources they need to start addressing the issue of alcohol with their children early. The Campaign focuses on:

  • Increasing parents' awareness of the prevalence and risk of underage drinking;
  • Equipping parents with the knowledge, skills, and confidence to prevent underage drinking; and
  • Increasing parents' actions to prevent underage drinking.

"Talk. They Hear You." adds to the current knowledge base about underage drinking prevention. SAMHSA conducted nationwide focus groups and interviews with parents and children and talked with many stakeholders to better understand the needs and attitudes of parents with children ages 9 to 15. This information has formed the foundation of the Campaign and provided a road map for its strategic direction.

Resources