New Underage Drinking Prevention Campaign

		New Underage Drinking Prevention Campaign Launches Today: "Talk. They Hear You." Today, May 13, 2013 | 10 a.m. Eastern Time | Watch the Launch Event Join SAMHSA Administrator Pamela S. Hyde, J.D., and other key leaders as they unveil the "Talk. They Hear You." underage drinking prevention campaign at the National Press Club. SAMHSA's latest report on underage drinking shows that more than one-quarter of American youth engage in underage drinking. Although the extent of underage drinking has declined in recent years, particularly among teens age 17 and younger, the rates of underage drinking are still unacceptably high. "Talk. They Hear You." equips parents and caregivers with the tools and information they need to start talking with children as young as 9 years old about the dangers of alcohol. The campaign's TV, radio, and print public service announcements (PSAs) in English and Spanish feature parents "seizing the moment" to talk with their children about alcohol while preparing dinner or doing chores together. By modeling behaviors in these PSAs, parents can discover the many "natural" opportunities for initiating the conversation about alcohol with their children. Watch the Launch Event Live | Visit the "Talk. They Hear You." Website