McCann Backs Courageous Teen Persuaders

CHICAGO McCann-Erickson will once again sponsor and assist in a program that encourages Michigan high school students to create a 30-second commercial to discourage underage drinking.

The fourth annual Courageous Persuaders ad competition will award more than $9,000 in scholarship money to the top prize-winning teams. In addition to a $2,000 scholarship, the grand prize winner’s commercial will be broadcast on television, after receiving production polish from McCann’s Detroit office.

First-, second- and third-place prizes will also be presented. The Adcraft Club of Detroit and USA Today will award special category scholarships.

“As the students research the subject and develop ideas to make the commercials, they learn something very important,” said John Barczyk, svp, group account director at McCann Detroit, in a statement. “And it changes their own attitudes about drinking. It’s a persuasive, process-driven program.”

Last year’s winning spot, “Six Feet Under,” hit the airwaves this fall on more than 20 Michigan stations and cable channels.