Nearly 38% of 13-15 year olds drank alcohol on an average of nearly five occasions in the past year. Nickelodeon has decided to address this growing issue by launching a multimedia program that tackles the difficulties of convincing tweens not to try alcohol during their middle school years.
The program will be promoted on Nickelodeon networks by way of PSAs and kids and parents booklets will be bound in the September issues of Nickelodeon magazine (kids booklet) and Nick Jr. magazine (parents booklet).
Designed by a team of educators and psychologists specializing in middle school aged students, the interactive program helps parents have effective conversations about alcohol with their kids, using tools such as discussion booklets with data, conversation starters and answers to typical kids’ questions; PSAs created to raise awareness for both parents and kids; kids’ booklets with interactive tests, trading cards, how to avoid peer pressure and interactive games with parents; and an interactive Web site produced by Nickelodeon, where kids can go to get more information on avoiding peer pressure.
The program, Ask, Listen, Learn: Kids and alcohol don’t mix, was created in collaboration with The Century Council, a national non-for-profit organization founded by America’s leading distillers.
Network
