ARLINGTON, VA – Timed with April’s designation as Alcohol Awareness Month, The Century Council teamed up with 23 Attorneys General from around the country to release a fun and innovative Ask, Listen, Learn: Kids and Alcohol Don’t Mix Public Service Announcement (PSA). In the animated and radio PSAs Attorneys General encourage kids to say “YES” to a healthy lifestyle and “NO” to underage drinking. The PSAs will begin airing around the country this month.
“It is extremely important for kids to lead healthy and active lifestyles to live up to their full potential,” said Washington State Attorney General Rob McKenna. “Whether kids participate in school activities, sports, or volunteer in their communities, the key to greatness is keeping their brains and bodies active. A key part of being healthy and active is saying ‘NO’ to alcohol.”
“Youth and parents hear the same messages over and over again,” said Ralph Blackman, President and CEO of The Century Council. “Keeping that in mind, it was important to create a PSA that might cause people to take a second look and jump-start an important conversation about the negative consequences of underage drinking.”
The animated Ask, Listen, Learn PSA leads Attorneys General through many scenes depicting animated individual Attorneys General running, climbing up a mountain, and eating healthy meals with their family. The last scene asks viewers to learn more at www.asklistenlearn.com where kids are encouraged to become part of the Ask, Listen, Learn Team by making a pledge to be active for 60 minutes a day and to say ‘NO’ to underage drinking. The Ask, Listen, Learn website also gives parents the tools they need to start and continue the conversation with their kids to say ‘NO’ to underage drinking with its materials and blog.
Celebrating its 20th anniversary this year, The Century Council understands the importance of new and innovative media. For the past four years, the organization has created viral online videos and interactive games released to coincide with the most critical times of the year when drunk driving and underage drinking are more likely to occur. This animated PSA is a natural step in The Century Council’s innovative media strategy to engage kids in a new way by driving the important messages home; in this case that kids say “YES” to a healthy lifestyle and “NO” to underage drinking.
About The Century Council
The Century Council is a national not-for-profit organization dedicated to fighting drunk driving and underage drinking and is funded by the following distillers: Bacardi U.S.A., Inc.; Beam Global Spirits & Wine, Inc.; Brown-Forman; Constellation Brands, Inc.; DIAGEO; Hood River Distillers, Inc.; Pernod Ricard USA; and Sidney Frank Importing Co., Inc. Headquartered in Arlington, Virginia and chaired by Susan Molinari, The Century Council is a leader in the fight to eliminate drunk driving and underage drinking and promotes responsible decision making regarding beverage alcohol. The Century Council develops and implements innovative programs and public awareness campaigns and promotes action through strategic partnerships. Established in 1991, The Century Council’s initiatives are highlighted on its website at www.centurycouncil.org.
Darron Moffatt, The Century Council
(202) 637-0077, or MoffatD@CenturyCouncil.org