underage drinking (VIDEO)

Research indicates that parents are the number one reason kids don’t drink under age. So when the rates of underage drinking were skyrocketing in Utah, the Utah Department of Alcoholic Beverage Control created an educational campaign called Parents Empowered.

The campaign has resulted in the lowest rates of underage drinking in the country. But since they weren’t at zero, we knew we could take those numbers even lower. By combining educational information with creative that harnesses childhood nostalgia, we helped underage drinking drop by another 20%, reaching a new all time low.

CD: Greg King, CD: Destin Cox, ACD: Ryan Izant, Sr Art Director: Abigail Steele