WSWA Encouraged by Progress of “We Don’t Serve Teens” Campaign
Industry-wide Campaign Success Hints of Promising Results
Washington, D.C.—Members of the Wine & Spirits Wholesalers of America (WSWA) have reached out to their local communities and distributed more than 100,000 point-of-sale materials to retailers as part of the “We Don’t Serve Teens” campaign, a public-private national initiative to combat increased underage drinking.
“This campaign has been effective not only in bringing together a potent blend of policymakers, community advocates and industry leaders, but in sustaining effective safety efforts across the country,” said WSWA President and CEO Craig Wolf. “The success of that synergy and similar campaigns indicate that we’re on the right track.”
Wolf points to recent reports from the National Highway Traffic Safety Administration (NHTSA) and the U.S. Substance Abuse and Mental Health Services Administration (SAMHSA) that highlight several positive trends. According to NHTSA’s 2007 Traffic Safety Annual Assessment, 32 states had decreases in alcohol-impaired fatalities in 2007 from 2006, and alcohol-impaired driving fatalities, decreased 3.7%, from 13,491 to 12,998.
SAMHSA’s Underage Alcohol Use report indicates that lifetime alcohol consumption rates among 12 to 20 year olds have decreased from 56.2% in 2002 to 52.9% in 2007. And past year consumption declined significantly among 12-14 year olds and 15-17 year olds, 8% and 7% respectively.
“Wholesalers acknowledge our crucial role within the three-tier system to help ensure that alcohol is distributed and consumed responsibly and legally. We’re pleased to see the progress and influence of this campaign and remain committed to this worthwhile partnership,” added Wolf.
WSWA and other industry groups, including the Distilled Spirits Council of the United States, the American Beverage Licensees, the National Alcohol Beverage Control Association and the Beer Institute, forged an alliance to support the Federal Trade Commission (FTC) and the implementation of the public service campaign in 2006.
Last year, the partnership generated an unprecedented 1.1 billion advertising impressions with a market value of over $9 million and was officially recognized by the U.S. Senate and officials from 40 states.
The “We Don’t Serve Teens” campaign was founded and is coordinated by the Federal Trade Commission (FTC). The campaign is also supported by a wide range of entities, including state and federal elected officials, policymakers, law enforcement and regulatory officials and national advocacy groups. Among its key contributors: The U.S. Department of the Treasury, the National Consumers League and Students Against Destructive Decisions.