January 30, 2009
It is hard to believe that Spring Break is already around the corner. Every year, the Division of Alcoholic Beverages and Tobacco works through prevention, education and enforcement, to provide a safe spring break environment and combat underage drinking. We are always looking for new and creative ways to reach teens before the enforcement efforts begin in early March. This year, we have created a new forward-thinking campaign that will engage our target audience in the underage drinking dialogue.
The campaign is called "Why Not?", and it gives teens the opportunity to voice why they choose not to make alcohol a part of their Spring Break plans. The main component of the campaign will be a video contest. Teens will have the opportunity to submit 30 second videos sharing their alternatives to drinking during Spring Break. The winning videos will be played on DBPR's Web site, and we are working on securing industry partnerships to offer scholarship money for the winners.
By engaging teens in the process, our goal is reach a broader audience. Messages from peers can be very powerful for teens, and we hope to use these videos as a method to discourage others from underage drinking while on Spring Break. I also think it is important to mention that we are launching this campaign as a "no budget initiative," meaning we will not be expending public funds to finance this campaign. In these difficult financial times, we must use our resources wisely and develop creative, cost-efficient ways to promote our message.
Please look out for more information about the "Why Not?" campaign on our Web site. Starting next week, the initiative will be featured prominently on the front page. We hope you will join us in promoting a safer Spring Break 2009. Thank you in advance for your support.
Charles W. Drago
UPCOMING BOARD MEETINGS
February 6, 2009