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Helping Children and Teenagers to Cope with Life
Children Pressured for Sex and Drugs
Young children talk sex and drugs in government anti-alcohol TV ads.  Ads urge parents to talk to children about underage drinking.

Mark Sweney
The Guardian, Thursday 14 January 2010

Children as young as eight talking about being pressured for sex and taking drugs are the stars of a new government TV campaign.

[Watch the video here.]

"In less than four years I'll start going to parties where I'll be drinking alcohol," says one girl; another says how before she is 15 she will be drinking at a party and a boy will "pressure me for sex"; a boy says that he will soon be at his first gig, presumably drinking, where he will then be offered drugs by an older boy.

The TV and cinema campaign, from the Department for Children, Schools and Families, which you can see for the first time on MediaGuardian.co.uk, aims to drive home that young children are only a few years away from being in social situations where they will be exposed to underage drinking and its consequences.

"The sooner we talk to our kids about alcohol the less chance that drink will start making decisions for them," runs a voiceover at the end of the ad.

The campaign, which has been created by the ad agency Wieden & Kennedy London, includes two television ads and a cinema commercial. One of the TV ads will air in general programming to target families; the second carries a 9pm watershed restriction as it uses more hard-hitting language and descriptions of potential negative consequences around drinking.

The cinema campaign breaks on 1 February. Press ads will run in and around TV listings in women's weekly magazines. There will also be a radio campaign.

"Children as young as 13 are often already drinking at parties and facing some pretty grown up decisions," said Paul Jordan and Angus Macadam, creative directors at W&K. "This campaign is a reminder that good decision are harder to make when you have been drinking."

The campaign is designed to tie in with alcohol awareness advertising from the Home Office and the Department of Health.

[Original article can be found here.]  [Click here for the "Why Let Drink Decide" website.]
Helping Children and Teenagers to Cope with Life.

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