The Marin County (California) Division of Alcohol, Drug and Tobacco Programs reports on a number of efforts in the county to reduce underage drinking. The county’s Alcohol and Other Drug Prevention Collaborative recently completed a 2-year series of print advertisements challenging common misperceptions about underage and binge drinking under its “Teen Drinking is NOT Inevitable” campaign. The first ads were aimed at parents: “Stinking Drunk—Would you let your teen get stinking drunk at the dinner table? Then why do you think it’s okay at parties?” and “Inhibitions. Gone. If a glass of wine reduces your inhibitions, imagine what a bottle of hard liquor will do to your teen.” Another round of ads featured testimonials from Marin parents who were “fed up” with adults who provided their teens with alcohol. The Collaborative also plans to implement a series of “living room conversations” with parents to ensure that the voices of parents are heard by elected officials, enforcement, and those who sell and serve alcohol. In addition, the Collaborative has been working with the County Board of Supervisors and local elected officials in six communities to introduce and pass a social host ordinance with a mixture of civil and criminal penalties. Another Marin County partnership, “Play Fair,” has worked to reduce youth exposure to alcohol marketing by engaging communities to restrict sponsorships at community events. The partnership has already succeeded in getting alcohol sponsorship banned at the Marin County Fair. This year, Play Fair has expanded its mission to include marketing by the tobacco and fast food industries. To learn more about Play Fair, visit www.playfairmarin.org.

Parents in Pierz, Minnesota, formed the Pierz Area Coalition, a partnership of the school district and Morrison County Public Health, a year and a half ago to tackle underage drinking. Pierz is one of eight Minnesota communities with such a coalition. Now the 2007 Minnesota Student Survey is showing encouraging progress among Pierz 6th-, 9th-, and 12-graders. On the 2004 Minnesota Student Survey, fewer than 20 percent of Pierz seniors said they did not drink, whereas on the 2007 survey about 40 percent of Pierz seniors reported they do not drink. Statewide survey results, in contrast, show drinking among high-school seniors remained consistent from 2004 to 2007. The St. Cloud Times reports that one Coalition initiative is a network of parents who pledge to keep teen gatherings in their homes safe and alcohol-free. Parents also are encouraged to communicate their expectations to their children. In addition, the local school has changed its curriculum for 6th- through 12th-graders to be more comprehensive and dispel myths about drinking among young people. This is a departure from past anti-drinking campaigns that used scare tactics. The Coalition also has hosted speakers and seminars for parents and students. Furthermore, about 180 students have signed a pledge to remain alcohol-free. The students wear Pierz Area Coalition T-shirts at school. The Coalition offers these students alternative activities to partying, including dances, lock-ins, game nights, and arts and crafts activities.