La Comunidad Counsels Latino Parents

DALLAS Mothers Against Drunk Driving and the Advertising Council have introduced a new national public service ad campaign aimed at Hispanic parents on the subject of underage drinking, the organizations said.

The effort, funded by the U.S. Bureau of Justice Assistance, includes television, radio and Internet ads and a brochure to help parents discuss underage drinking with their children.

Campaign materials and messages encourage Latino parents to begin the conversation about alcohol with their children at a young age, ideally before their child is exposed, according to MADD.

La Comunidad in Miami created the ads on a pro bono basis. MADD is using federal grants for the costs of campaign materials, according to the Ad Council.

Alcohol is a leading contributor to more than 40,000 injury deaths annually in the U.S., according to the Centers for Disease Control. Nearly 17,000 people die in alcohol-related traffic crashes each year and about 2,300 of those are 15 to 20 years old, according to the CDC.

The PSAs will be distributed to the top 60 U.S. Hispanic markets nationwide and will run and air in advertising time and space that is donated by the media, the organizations said. Additional billboard PSAs will be available this fall.

Dallas-based MADD is celebrating its 25th anniversary this year. The organization devoted to preventing drunken driving has 600 affiliates and 2 million members and supporters in the U.S.

The Ad Council, headquartered in New York, is a private, nonprofit organization that uses volunteer talent from the advertising and media industries to provide public service announcements and other advertising.