PUBLIC INFORMATION
As in other states, data in New Hampshire show that youth primarily obtain their alcohol from adults, and that parents tend to underestimate the scope of underage drinking, especially the use of their own children. Research shows that many adults are concerned about youth drinking and would support public policy action aimed at reducing youth access to alcohol.
In New Hampshire, we have already undertaken a statewide media campaign to raise the awareness of adults and parents about underage alcohol use, liability and legal responsibility. The campaign publicizes the increased enforcement of underage drinking laws under the leadership of the State Liquor Commission, in coordination with the New Hampshire Department of Justice and other partners. This adult-focused media campaign has been developed and launched as a tool to impact underage alcohol problems, based on our state's data and information gained from focus groups.
Such a media campaign must go hand in hand with strategies to change policy. Educating the public about responsibility and liability is a critical component of reinforcing the message for adults that providing alcohol to minors is not acceptable.
State Recommendations:
- Fund and support a statewide media campaign which focuses on adults and their responsibilities for reducing underage alcohol problems, building upon the work done to date with the Buyers Beware campaign. This campaign, focusing on deterrence, has the potential to make current laws more effective by increasing the public's knowledge, especially of parents and other adults who may supply alcohol, of the laws about and the consequences of providing alcohol to minors, including conviction and prosecution. It is important to be diligent in rigorously researching the effectiveness of the campaign and its message.
- Utilize the cooperation and resources of the Partnership for a Drug Free New Hampshire to focus attention on underage alcohol problems through the Partnership's use of free and donated advertising and air time.
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Community Recommendations:
- Provide consistent local messages to parents and adults about their role in not making alcohol available to youth by fully utilizing existing and newly developed resources and advertising campaign materials targeting adult responsibility. Include making the Buyers Beware campaign materials and resources, and related media materials, available to be utilized by community organizations, coalitions, and media outlets through support and connection with the State Liquor Commission and its partners.
- Contact and engage community coalitions to serve as the source of information and media contact for underage drinking efforts, activities and data at the local and regional level.
- Work with local and regional media outlets and members of the media to increase coverage of community changes that have led to a reduction of underage alcohol problems.
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