OHS Announces Launch of “Under 21 Think. Don’t Drink” TV/Video Ad Contest and Website

by Dave on August 11, 2010

Lights, Camera, Action! The Office of Highway Safety (OHS) is continuing its underage drinking prevention campaign by launching a TV/video ad contest to highlight the dangers and consequences of alcohol consumption by young people. The contest is open to anyone under the age of 21 who lives, works, or goes to school in Delaware. The goal is to gain a teen’s perspective about why drinking underage is dangerous and to have them explain other risks and consequences teens can face as a result of drinking before the age of 21.

The official contest website, www.under21thinkdontdrink.com, will launch August 15th. It contains all contest rules, as well as information on Delaware underage drinking laws, and starter ideas. Teens participating in the contest will be asked to create a 30 second video/TV commercial. Contestants are asked to be original and to just have a great time while sharing their views and experiences about underage drinking. The tone may be serious, funny or artsy. Parents and adults may give guidance but the ideas, message, and must all come from the teens.

Teens will be able to start submitting entries, via either the website or mail, on September 1st. The contest will continue until November 1st. Cash prizes will be awarded in December with $2,000 for first place, $1,000 for second place, and $500 for third place. Winners could also see their ad aired as a public service announcement on local broadcast and cable TV next spring.

The public will have the opportunity to vote for their favorite commercial online at under21thinkdontdrink.com before final judging begins. Winners will be determined through a combination of the results of online voting, and scores from a panel of judges to be comprised of both state traffic safety officials and public relations professionals. Submissions will be judged on creativity, originality, and the message itself.

Every year, approximately 5,000 minors die as a result of underage drinking. This includes motor vehicle crashes, homicides, suicides, and injuries such as falls, burns and drowning. Alcohol kills more young people than cocaine, heroin and all other illegal drugs combined.

To get more information about OHS’s underage drinking prevention campaign and other OHS safety initiatives, please visit our website at www.ohs.delaware.gov.

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