Ad Campaign Aimed at Curbing Underage Drinking

Mayor Thomas M. Menino today announced that the City of Boston, in partnership with Patrón Spirits is initiating a month-long “Underage Drinking Prevention” campaign in January to remind people not to serve or provide alcohol to minors.

The initiative will include advertising materials and messages from the national “We Don’t Serve Teens” campaign, sponsored by a coalition of public and private sector organizations, including the Federal Trade Commission (FTC). The City of Boston’s support of this U.S. House and Senate-recognized program marks the first time that a municipality has utilized the “We Don’t Serve Teens” campaign for a citywide focus month. The Patrón Spirits Company, a national supporter of the “We Don’t Serve Teens” program, is funding the cost of materials and advertising for the Boston campaign.

“Underage access to alcohol is an important issue here in Boston, and across the country. Most minors don’t pay for alcohol, instead they’re getting it from older friends, family members, or others in the community who provide it to them. This initiative is designed to reinforce the message that it’s against the law and unsafe to furnish alcohol to those who are underage,” said Mayor Menino. “Thanks to generous organizations like The Patrón Spirits Company, we’re able to deliver this message in a widespread and impactful way.”

During the month of January, timed to coincide with students returning from the holidays, more than 50 outdoor billboards in targeted Boston neighborhoods will carry the message (in English and in Spanish) that “The City of Boston reminds you: The legal drinking age is 21. Thanks for not providing alcohol to teens.” Similar print advertisements will also run in local Boston magazines, and thousands of buttons, window decals and posters will be distributed to bars, restaurants and liquor retailers across the City. Clear Channel Outdoor is helping to fund the billboards, and Horizon Beverage Company is distributing campaign materials to retailers.

“Recent studies have shown that underage drinking is on the decline across the country, yet Massachusetts continues to rate high among U.S. states in the number of minors who consume alcohol,” said John McDonnell, the chief operating officer of Patrón Spirits, and a longtime Boston resident. “Preventing underage consumption of alcohol is a critical priority in our industry and we’re pleased to be a part of this initiative.”

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