One of the primary goals and functions of the Malt
Beverage Education Corporation is to create and promote a
series of print, radio, television, Internet and video
advertisements that will educate the Commonwealth of
Kentucky’s youth on the hazards of under-age drinking and
will promote the concept of "zero tolerance" for anyone
under the age of 21.
These creative, yet, very distinct and clear messages
will be scheduled for broadcast or circulation at five
primary times of the year:
- From March 16 through April 5 / In coordination with
the Sweet 16 Basketball Tournaments
- From April 27 through May 17 / In coordination with
most Graduation and Prom Events
- From June 29 through July 19 / In coordination with
Summer activities and the Fourth of July celebrations
- From Aug. 24 through Sept. 13 / In coordination with
most Back to School Events
- From Dec. 20 through Jan. 1 / In coordination with
Holiday Events and New Year’s Day celebrations
Without question, it is critically important that we
attempt to educate our children on the hazards of under-age
drinking. We need to promote "zero tolerance." We need to
provide clean, safe, and supervised activities in an
environment free of peer pressure. And, we need to reinforce
these principals with messages that are targeted at and for
our children and young adults.
In an attempt to generate messages that are meaningful,
clear, persuasive and generally accepted by our youth, the
Malt Beverage Education Corporation will develop and test
various advertising approaches through focus groups with
target audiences.
In other words, youth from all over Kentucky will be
invited to create and critique possible advertising
messages. There will be focus groups developed from various
segments of our population, including students from both
rural and urban areas. You can participate in this endeavor.
For more information about the Malt Beverage Education
Corporation’s Statewide Advertising Campaign, please contact
us. Together, we can make a difference.
