Parents Empowered

Parents are the #1 reason kids choose not to drink underage. And in Utah, a state with one of the fastest-growing populations in the country, there was a need to educate first-time as well as new-to-Utah parents of the pivotal role they play in their child’s decision to not drink.

 

Of course, just starting this conversation with your child can be difficult, awkward, and even scary. That’s why we came up with a faux sitcom staring a Brady-Bunch-style family to serve as our exaggerated model for alcohol prevention and to add some levity to an otherwise uneasy discussion. 

 

After its first successful season on the air, I was part of the team who got to write a series of spots for year 2 of "Parents! The #1 Reason Kids Don’t Drink” and wrote the below spot that quickly turned into a fan favorite.

Oh, you know we had to make real-life versions of this obnoxiously large magnet. Handed out through social and at Parents Empowered events, Utahns could make our key messaging a playful—albeit massively important—fixture of their home refrigerators or wherever else they saw fit. 
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Below are some of the other spots
that were also a part of the campaign.