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Grace Gupton and Hannah Klumb of Ballard High School were the winners of the Reel Action 2013 Video Contest. They joined Sgt. Mike Minnear of the LMPD Traffic Unit to discuss ways to prevent underage drinking.
This regional (Jefferson, Oldham, Bullitt, Shelby, Spencer, Henry and Trimble counties) project began in 2008 and involves youth directly in prevention of underage drinking. This project is an environmental strategy which uses media as its main outreach and influential component. The primary goal is designed to provide counter-advertising and increase awareness of the consequences of underage drinking through peer education, involvement and influence through youth-created :28 second Prevention of Underage Drinking video PSAs.
The secondary goal is an awareness effort geared towards parents and care providers, creating written articles focusing on underage drinking information, preventative tips and resources. 2012 outcomes include:
Among youth (aged 12-17) who created videos, underage drinking:
♦ Communication with parents and friends/youth their age INCREASED (AGAIN) by 8%
♦ Perception of risk/harm INCREASED (AGAIN, for the 3rd straight year!) by 10%
♦ Parental disapproval belief INCREASED (AGAIN) by 8%
Annually, over 500 youth from every regional public school system, community and faith groups created appx. 100 videos (200 over past 2 years).
♦ Premiere & Awards ceremony at Baxter Avenue Theatres in the Highlands of Louisville
♦ Over 1.1 Million regional media reach of parental awareness articles in 2011-12
♦ Nearly 140 Million regional winning videos airplay reach (outlets included MTV, MTV2, Comedy Central, BET, MetroTV, etc.) in 2011-2012 airplay currently in process.
Overall Concept: Youth ages 12-17 create :28 second video commercial PSAs focused on the prevention of underage drinking (underage drinking is simply 'not cool'). Grand Prize winners are aired on MTV and other youth oriented outlets in addition to winning cash prizes and other benefits.