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Fact Sheet — 65% Campaign
Joining Together to Fight Underage Drinking
The Century Council and American Beverage Licensees are working together to fight underage drinking. From its inception in 1991, The Century Council has recognized that attempts by minors to purchase alcohol as well as adults illegally purchasing alcohol on behalf of minors are persistent problems. In light of this challenge, The Century Council designed point of sale materials to help deter illegal underage purchasing at retail outlets.
In all 50 states, potential underage purchasers are faced with messages in retail outlets such as "No ID, No Sale, No Way." To date, over 8 million point of sale materials have been distributed by The Council throughout the United States. New and Improved Campaign
Recent research commissioned by The Century Council reveals that 65% of underage youth who drink obtain alcohol from family and friends. Equally important, only 7% of youth report that they obtained alcohol from retailers who failed to check for identification. Based on this data, The Century Council has 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, with buttons and informational cards that will be distributed at the point of purchase. The campaign commenced with press launch events during the week of August 18, 2003 to coordinate with the Back to School season and in advance of Labor Day weekend in the following markets: Baltimore, Cincinnati, San Diego, New Orleans, Dallas, and Tampa. Additional events will be held throughout the country through the end of the year and into the next. How Your Organization Can Participate
Encouraging parents to actively discourage underage drinking and educating the public about the point of access can be accomplished most effectively by having as many retailers engaged in the process as possible. The Century Council and ABL have worked together to create a promotional package of information that will make it easy for your association to do its part — free of charge:
- Public service announcements: TCC will co-tag the new PSA with your state association logo and distribute the spot to stations' public service directors at all stations covering your state.
- Press: TCC will provide you with package of template press materials, including summaries of our access survey and charts that can be tailored for your community;
- Point of sale materials: TCC will provide you with point of sale items (buttons informational cards) for you to distribute to members of your state association.
If your state association would like to be part of our launch activities, please contact Leslie Kimball, Director of Communications, at 202-637-0077 to discuss scheduling and logistical details.
Important Notice: The Cruisin’ English and Spanish spots, ISCI codes XXES-0148 and XXES-0149, respectively, have been taken out of circulation since the talent have been released. The aforementioned spots should not air after December 20, 2005. In the event the spots would air after Dec. 20th, you will be liable for financial repercussions. Please discontinue use ASAP.
We thank you for your support of our mission.
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