Progress in underage drinking prevention: Positive results in Massachusetts

According to the Youth Risk Behavior Survey, Massachusetts experienced a significant decrease in the percentage of students reporting their first use of alcohol under the age of 13 (from 25.2% in 2003 to 22% in 2005). This positive outcome was not seen in many other states. The Prevention Unit of the MA Department of Public Health's Bureau of Substance Abuse Services has focused on increasing the age of first use of alcohol, particularly through social marketing campaigns. For several years, they contracted with Geovision to create and disseminate radio and transit ads targeting parents, particularly those of pre-teens. Multiple attractive guide booklets have been produced by The Medical Foundation.

In FY2004, “Be the First to Talk to Your Preteen about Alcohol, Tobacco and Other Drugs,” which includes science-based information to guide parents' conversations, rule setting, and monitoring of their pre-teens, was adapted into a Spanish version to better serve the Commonwealth's diverse population. Also, radio and transit ads and new educational resources were developed. The ads targeted parents of pre-teens, highlighting the detrimental effects of alcohol on brain development and youth's future aspirations. “Pediatric Clinician Update: Preventing Alcohol and Other Drug Use by Pre-Teens” was distributed to health care professionals. The campaign directed the audience to the 24-Hour MA Substance Abuse Information and Education Helpline for further prevention, referral, and treatment information. The presentation will highlight quantitative as well as qualitative results.