Portland, OR — In advance of the Spring Season which brings Spring Break, Prom and Graduation, Oregon State Senator Kate Brown (D-21); Officer John Laws, Portland Police Bureau; and Phil Lang, Chairman, Oregon Liquor Control Commission; joined Dana Fudurich of The Century Council, to unveil The Council’s new public awareness campaign designed to prevent underage drinking today at the Milwaukie Liquor Store on SE Oak Street, Milwaukie.
The Century Council, a national not-for-profit organization funded by America’s leading distillers and dedicated to fighting drunk driving and underage drinking, partnered with these organizations to unveil the new public awareness campaign designed to prevent underage drinking and discourage attempts to purchase alcohol by minors.
"Key to addressing the problem of underage drinking is having a sense for where youth obtain the alcohol they drink. In a recent survey commissioned by The Century Council, we asked teens, 'Where do you get the alcohol that you drink?' 65% of the youth surveyed said that they got the alcohol they drink from family and friends, meaning they got it from their parents, their friends’ parents, older siblings or family members or older friends," said Fudurich.
"The good news is that over the past 20 years, the number of underage drinkers has decreased. For example, underage drinking among high school seniors has declined 29% proportionally from 70% in 1982 to 50% in 2001, according to government surveys. More work needs to be done, which is why I’m pleased The Council has brought this campaign to Portland," said Senator Brown.
"The Portland Police Bureau is on the front lines of the battle against underage drinking every day. While it is certainly important to discourage underage sales, kids get alcohol from other sources. We all have a role to play in the fight against underage drinking," said Laws. "Last year in Oregon, there were 28 alcohol-related traffic fatalities among youth under 21, a decrease of nearly 7% from the previous year. We will be working aggressively during spring season and throughout the entire year to keep alcohol out of our local teens’ hands."
"As chairman of The Oregon Liquor Control Commission, I am pleased to be a part of this collaboration of retailers and law enforcement, and proud to partner with The Century Council to raise awareness and ensure that parents and permit holders have useful information to help fight underage drinking in Oregon," said Phil Lang.
Based on the recent survey data stating that 65% of youth who drink obtain alcohol from their family and friends, The Century Council, working with the American Beverage Licensees (ABL), created a new campaign that highlights the point of access to alcohol by underage youth and encourages parents to play a more active role in keeping alcohol out of the hands of our nation’s youth. The key component to the campaign is a 30-second Public Service Announcement, buttons and informational tip cards that provide tips for parents on how to talk with their kids about alcohol that will be distributed at the point of purchase.
The Century Council has distributed this public service announcement to television stations in the Portland area and has launched the campaign in 25 other markets nationwide. The campaign will continue to be rolled out in cities across the country through 2004.
Working with Oregon Liquor Control Commission, The Century Council plans to make the new materials available to all members of the Oregon beverage alcohol retail community. ABL members across the country will provide informational tip cards to parents on how to have an effective conversation about alcohol with their kids. Members of the organizations can request these materials for their retail outlets, bars and restaurants nationwide.
Since The Council’s inception in 1991, approximately 10 million pieces of point of sale items have been distributed free of charge to retailers and wholesalers nationwide. In fact, The Council’s point of sale materials have been distributed in all 50 states. Portland is the 26th city to launch The Century Council’s latest campaign. For more information about the program, log onto The Council’s website at www.centurycouncil.org.
The Century Council