Teens from Oregon were awarded first prize yesterday for their entertaining counter-beer ad at the “Free the Bowl” World Premiere 2012 in San Rafael, California. The national competition drew entries from 15 different states sharing the core message: seductive alcohol ads shown during TV sporting events, and especially during the Super Bowl, are inappropriate for millions of vulnerable young viewers who watch the event.
“We decided to make the video for the Free the Bowl Contest because we realize that there are too many beer ads during the game and we want to put a stop to it,” stated Vijay and Samantha from Portland-based Oregon Partnership YouthLink, whose video “Pass It On” won the top prize of $1,000. “We want to let other kids know that it is OK you don’t drink beer, or any alcohol while watching the NFL Championship. It is OK not to drink and you can still have a great time.”
“We had a good time and learned a lot creating the message” said Franklin High junior, Sierra. “Getting from idea to story boards, creating original music, writing and filming was a great experience for our team of students.”
Big Alcohol spends a half billion dollars a year advertising on TV sports events alone. Research has shown that the more alcohol ads kids see, the more likely they are to drink, drink to excess, and drink more often. The Surgeon General’s Call to Action to Prevent and Reduce Underage Drinking reported that 5,000 people under the age of 21 die annually from injuries caused by alcohol. Hundreds of thousands more suffer alcohol-fueled sexual assaults, serious injuries, diseases, and academic failure.