CHICAGO Anheuser-Busch updates its 15-year-old "Family Talk About Drinking" program by using the children of company employees in a national print campaign breaking in the September issue of Reader's Digest.
The print ads are intended to remind parents of the power they have to prevent underage drinking with messages like, "In your kid's eyes, you still have all the answers" and "Preventing underage drinking is easier than you think. Talk now."
The premise behind the campaign is that parents have a big impact on children deciding whether to drink alcoholic beverages. A 2004 Roper Youth Report found that 75 percent of teens between 13 and 17 years old cited their parents as primary influencers, so the program encourages communication between the two generations about drinking.
"We're proud that for the past 15 years, "Family Talk" has been a valuable resource for parents in helping them prepare for conversations with their children about the subjects of peer pressure, self-esteem, underage drinking, and teen drinking and driving," said John Kaestner, vp of consumer affairs at the St. Louis brewer. "Many of us at Anheuser-Busch are parents, and it's especially meaningful that our employees and their children are helping communicate this vital message. It's a perfect fit for what is such an important family-focused program for our company."
Spending on the effort was not disclosed.