Apr 5, 2022

ABC Launches Underage Drinking Prevention Video Campaign

MADD and SADD join ABC to spread the “Keep Youth Safe” message

Statewide – Today, the California Department of Alcoholic Beverage Control (ABC) released the “Keep Youth Safe” underage drinking prevention campaign. The campaign emphasizes the dangers of selling or furnishing alcohol to people under the age of 21 because too many of them are dying in alcohol-related crashes.

Mothers Against Drunk Driving (MADD) and Students Against Destructive Decisions (SADD) have joined ABC to publicize the campaign that includes a Public Service Announcement (PSA) video.

The “Keep Youth Safe” message is being released in the first week of April’s Alcohol Awareness Month when the entire country recognizes problems associated with alcohol misuse, including the dangers of underage drinking.

During the last 15 months, ABC’s TRACE program has opened 112 investigations involving 29 teenagers and young adults who were killed in alcohol-related crashes or incidents. Target Responsibility for Alcohol Connected Emergencies (TRACE) is an enforcement program to hold accountable those individuals who furnish alcohol to minors who are later killed or injured in alcohol-related incidents including car crashes.

“Protecting youth has always been a priority for ABC, and will continue to be a major emphasis,” said ABC Director Eric Hirata, “We hope this message helps in preventing alcohol-related crashes and poisonings throughout the state.”

The campaign is part of ABC’s overall strategy to educate the public about the consequences of underage drinking, and the importance of enforcing laws that were passed to prevent alcohol-related harm to youth. The latest statistics show that more than 100 California teenagers died on California roads in alcohol-related crashes during a two-year period encompassing 2019 and 2020.

ABC hopes the message creates a dialogue about underage drinking at alcoholic beverage licensed businesses and amongst parents and guardians with children who are under the age of 21.

ABC was awarded a grant from the California Office of Traffic Safety (OTS) through the National Highway Traffic Safety Administration (NHTSA) to provide the resources needed to create the PSA.

To learn more about ABC enforcement and prevention programs that can help increase public safety visit our Enforcement and Prevention pages on ABC’s website.

ABC is a department of the Business, Consumer Services and Housing Agency.


Additional information may be obtained by contacting:

Public Information Office
3927 Lennane Drive, Suite 100
Sacramento, CA 95834
Email: pio@abc.ca.gov
Phone: (916) 419-2525

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