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September 19, 1986

Antidrinking Campaigns Target Preadolescents

JAMA. 1986;256(11):1411-1412. doi:10.1001/jama.1986.03380110017003

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DISTURBED BY THE SURVEYS that say more than 30% of 13-year-olds have tried alcohol, the National Council on Alcoholism Inc (NCA) and the National Institute on Alcohol Abuse and Alcoholism (NIAAA) are both launching antidrinking media campaigns aimed at preadolescents.

"Kids get so many messages from the advertising media about alcohol, we wanted to even the score," says Paula Roth, an NCA prevention and education officer.

The preadolescent campaigns represent a new strategy in the war against teenage alcohol abuse. The agencies hope the new offensive will at least delay the onset of drinking.

The NIAAA campaign, called "Be Smart, Don't Start," will be launched in April 1987, and will consist of a music video in which a skateboarding youth on his way to a rock concert resists peer pressure to drink; public service television commercials; and print materials for parents, teachers, and other adults involved with children. The print