Posted at: 05/06/2013 5:49 PM
Updated at: 05/06/2013 5:52 PM
By: Stuart Dyson, KOB Eyewitness News 4
New Mexico’s state government is launching a new campaign against underage drinking – and they’re aiming the TV ads and new website at some surprisingly young kids.
New Mexico leads the nation in the rate of kids who drink their first booze before the age of 13. That’s why the new “MyInstead.com” campaign targets middle school students as well as high school students. Gov. Martinez kicked off the campaign Monday afternoon at Bernalillo Middle School.
The first TV ad urges kids to choose not to drink, emphasizing that it’s a choice they can make – a better choice than risking the development of youthful brains with alcohol. Kids at the kickoff said they like the ad and the website and the message.
“I have a family member that got killed, so I think it’s a good thing,” said Alexis Vigil.
“I’m going to the MyInstead.com and inform myself about drinking and driving,” said Camelia Ceniceros.
“We’re always surfing for new music,” said Ashley Sanchez. “A lot of the music has lyrics driving back to drinking, so I think that MyInstead.com will give us something better to do.”
The campaign focuses on parents, too. Study after study shows parental disapproval is the number one reason kids choose not to drink alcohol. The same research shows kids are more likely to drink between 3:00 pm and 6:00 pm – the time after school and before many working parents get home. MyInstead encourages parents to call their kids, check in, and stay on top of things.