Rationale Campaign formative research indicated that alcohol consumption by 15-17 year olds is seen as usual practice, both amongst teenagers themselves, and to a greater degree than was observed a decade previously, amongst many of their parents. It seems clear from the formative research that when teenagers think about drinking alcohol, they are generally thinking about positive outcomes associated with this drinking and possibly to the perception that alcohol-related harm 'won't happen to me''. The challenge for campaign communication is to remind teenagers of these potential negative outcomes prior to them embarking on their drinking so that these considerations can also be part of the teenager's decision regarding whether, where and how much to drink. In order for this communication to reach teenagers through a variety of sources and in a range of settings, an integrated campaign has been developed incorporating electronic mass media, the internet, teenage print media and street press and cinema and screen advertisements. To increase awareness of strategies to avoid harmful drinking, when, and where teenagers choose to drink.
Parents clearly have a key role to play within the campaign's broad strategic approach.
While the research suggested perceptions amongst parents of an inability to influence their teenagers' drinking, there was also a clear indication that parents see themselves as having responsibility in this arena. Furthermore, there were indications amongst the teenagers themselves that they are looking to their parents to provide guidance and boundaries of acceptable behaviour with respect to drinking alcohol. This suggests an opportunity for the campaign to provide tangible guidance and support for parents by both reinforcing the legitimacy of their role in reducing the likelihood of their teenagers experiencing alcohol related harm, and by delivering useful information resources and guidelines to assist them in this role. Campaign elements such as the youth television commercials, may also assist parents thinking about the issue and provide and opportunity to put it on their agenda to talk to their teenagers. To increase awareness of the extent of teenage drinking and the potential harms associated with excessive consumption and intoxications.