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Morrison Takes Aim at Underage Drinking in New Radio Campaign
Date:10/19/2007

Spots encourage open dialogue between parents and teens

TOPEKA, Kan., Oct. 19 /PRNewswire/ -- Attorney General Paul Morrison has launched a campaign to prevent underage drinking with new 30-second radio public service announcements set to air on stations throughout the state. The spots are timed to coincide with the busy fall season and will air more than 1,800 times between now and the end of November.

"With teens heading off to parties, dances and other school-sponsored events, now is the perfect time for parents to talk with their children about making responsible decisions and resisting negative peer pressure," explains Morrison. "This campaign encourages parents to be more vocal and involved in reminding their teens to be responsible and respect the law."

The two radio spots stress the importance of parents talking with their children about drinking and refusing to host underage parties with alcohol. According to a report from the National Academy of Sciences, two-thirds of teens who drink say they get alcohol from their parents or other adults. Further, the GfK Roper Youth Reporttm, a survey of teens conducted for more than a decade, reveals the majority of teens (69 percent), ages 13 to 17, have consistently cited their parents as the No. 1 influence on their decision to drink or not.

"Parents have a tremendous influence on their teen's decision about whether or not to drink," Morrison explains. "By communicating openly and honestly, setting a good example, and not providing alcohol for their teen or their friends, parents play a critical role in ensuring their children make smart, safe choices."

The good news is that recent government studies show that underage drinking continues to decline. According to the federal government's 2006 National Survey on Drug Use and Health, 83 percent of 12- to 17-year-olds do not drink. In Kansas, 81 percent of 12- to 17-year-olds do not drink. Likewise, teen drunk-driving fatalities are down 63 percent nationwide and 68 percent statewide since 1982, according to the U.S. Department of Transportation.

The two radio spots, which are available for download at http://www.ksag.org/, will rotate in paid airings on radio stations across Kansas throughout October and November.

Production and placement of the public service announcements was provided by Anheuser-Busch Cos. as part of its continuing efforts to help prevent underage drinking. No public funds were used to create or run these messages.

GfK Roper Youth Report is a trademark of GfK Custom Research North America.


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SOURCE Kansas Attorney General Paul Morrison
Copyright©2007 PR Newswire.
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