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Teens Help Fight Against Underage Drinking

Making the right choice for oneself is not always easy; and speaking out to others can even be more daunting. After all, it takes courage to find one's own voice, and stepping forward from the crowd to persuade others can be challenging. At any age, people may be inclined to fit in - even though at times, speaking out may result in a life-saving effort.

Thankfully, many have stepped forward to provide education about the dangers associated with alcohol consumption over the years. When it comes to our younger generation, positive influence has occurred from public outreach efforts, as well as parental pleas against underage drinking. Still, even today, the devastating effects of poor choices related to alcohol are felt within our communities. In fact, each year, more than 10,000 young people, ages 16 to 25, die as a result of alcohol use. It remains a tragic problem.

One very exciting outreach effort enlists a creative approach toward the fight against underage drinking. First, the program builds cleverly on the idea that some youths are more receptive to guidance from inside their peer group. This peer concept is embraced by high school students all across America who get involved to artistically express their concerns about the dangers of drinking in filmed commercials. Ultimately, the commercials are entered into a competition, with participants being honored in a Hollywood-style awards banquet.

The concept began in 2000 when John Barczyk, an advertising executive at McCann-Erickson, the world's largest multinational advertising agency system, met with Troy, Michigan, District Judge Michael Martone, a nationally recognized advocate in the fight against underage drinking. John shared his idea to help reduce the tragic statistics of underage drinking. Based on a mutual concern and a dedication to make a difference, John Barcyk of McCann-Erickson and District Judge Michael Martone founded the program.

Open to all high school students in grades 9 through 12 - not only those taking video production courses, the high schoolers' television commercials are targeted at middle school students to warn them about the dangers of alcohol use. Students compete for scholarship money and trophies. Winners are selected based on their ideas, and production quality does not matter. The grand prize-winning commercial actually airs on TV as a public service announcement. Participants gain valuable experience, are honored for their efforts and, most importantly, have an opportunity to save lives.

Any high schools students interested in creating thirty second videos are welcomed to enter the annual competition. The videos are typically shared through Sherriff's offices, driver's education programs, and are aired at Secretary of State' branches throughout the state of Michigan.

Michigan's Secretary of State, Terri Lynn Land believes the program works in producing videos that bypass the admonishment from grownups. "Sometimes it's just jabber" to kids, said Land at a news conference outside the North American International Auto Show at Cobo Center in Detroit, Michigan. "I think this is a time for them to see other kids care what happens on the road."

In partnership with Land's office, the Michigan's Sherriff's Association, McCann-Erickson and other groups, the program is currently administered by the Detroit Auto Dealers Association.

The 2008 winner of a $3000 scholarship for his video was Daniel Gianino of Lake Orion, Michigan. "It is a great feeling having people come up to you and say, 'Hey, I saw your PSA on TV'," said Gianino.

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