Purchase, N.Y., Boise, ID. and Olympia, WA., -- As high school seniors are getting ready for proms and college undergraduates celebrate the end of the school year, the Idaho State Liquor Division and Washington State Liquor Control Board have joined forces with spirits and wines supplier Pernod Ricard USA to remind parents about the dangers of underage drinking. The campaign features a 30-second public service announcement (PSA) aimed at dismissing common excuses used to justify underage drinking, as well as signage that reinforces the excuses messaging.
The PSAs are airing on multiple stations with coverage throughout Idaho and Washington. The coverage also includes southern British Columbia.
“Underage drinking is not only illegal but very destructive,” says Jeffrey Anderson, Director of the Idaho State Liquor Division. “The partnership we have with Pernod Ricard USA on this campaign allows us to raise awareness about the many excuses people, particularly some parents, use to perpetuate the myth that it’s socially acceptable for those under 21 years old to drink beverage alcohol, whether it be liquor, wine, or beer.” Adds Sharon Foster, Chair of the Washington State Liquor Control Board, “This PSA clearly communicates that adults must accept responsibility for preventing youth access to alcohol. To ensure this message reaches a broad adult audience, we are posting signage in our stores.”
“Pernod Ricard USA is pleased to partner with the ISLD and the WSLCB in this campaign,” says David Jackson, VP Control State Operations, Pernod Ricard USA. “We encourage enjoyment of our brands but reject underage drinking and inappropriate consumption in any form.”