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Parents And Kids Both Say: The Leading Influence In Their Decision To Not Drink Alcohol Underage Is... Parents



  Parents And Kids Both Say: The Leading Influence In Their Decision To Not
                     Drink Alcohol Underage Is... Parents

PR Newswire

ARLINGTON, Va., April 5, 2013

New Survey Reveals 'My Family' as the Highest Level of Responsibility to
Address Underage Drinking; Gold Medalist Aly Raisman & Her Parents
#JoinTheConvo   

ARLINGTON, Va., April 5, 2013 /PRNewswire-USNewswire/ -- In recognition of
Alcohol Awareness Month, new survey findings reveal both parents and kids cite
parents as the leading influence on kid's decisions to not drink alcohol. The
research further demonstrates the foremost responsibility to address the
problems of underage drinking lies with their own family.

According to a new survey, 89% of parents believe they hold the leading
influence over their kids' decisions not to drink at all or to not drink on
occasion. A second tier of perceived influences behind parents on their kids'
decision not to drink underage includes friends/peers (57%), brothers/sisters
(42%), and teachers (40%). Further, when asked to prioritize responsibility,
71% identify my family as having the highest level of responsibility to
address underage drinking, well ahead of their child's school, and their
community.  The survey of parents, with at least one child ages 10-18 living
in the household, was contracted by The Century Council, the leading national
not-for-profit funded by distillers dedicated to fighting drunk driving and
underage drinking and conducted by Toluna in March 2013.

"As parents we need to start the discussion about alcohol as early as age 11
and continue having the discussion often throughout middle school, high school
and college," said Ralph Blackman, President and CEO of The Century Council.
"The Century Council provides resources to parents and educators to lead these
conversations with their kids."

The new survey results support a February 2012 survey, also conducted by
Toluna among youth 10-18 years old, that revealed 83% of youth identified
parents as the leading influence on their decision not to drink at all or not
to drink on occasion.  The findings demonstrate the importance of having
conversations with your kids about underage drinking.

Top Underage Drinking Conversation Topics Among Parents and Their Children

Today's survey indicates most parents are talking to their kids about underage
drinking, with only 10%  reporting they have not yet had a conversation.  When
discussing underage drinking, parents are primarily talking about: how alcohol
affects the brain and body (67%), drinking and driving is against the
law/illegal (64%), alcohol is illegal (58%), and being physically harmed or
killed (49%).  Interestingly, the top conversations among parents and their
kids on underage drinking are the same regardless of the age of their kids.

The Century Council's Mission to Fight Underage Drinking

The Century Council's Ask, Listen, Learn: Kids and Alcohol Don't Mix program
is the most widely-distributed alcohol awareness education program of its kind
for parents, kids, teachers and caregivers. Developed in 2003, Ask, Listen,
Learn has been independently evaluated and has effectively reached parents,
kids, teachers and caregivers alike in a concerted effort to combat underage
drinking.  Late in 2012, The Century Council teamed up with two-time gold
medal gymnast, 2012 Captain of the US Women's Gymnastics and Dancing with the
Stars contestant, Aly Raisman and her parents, Lynn and Rick Raisman, to
encourage these conversations.

"As the oldest sibling in my family and captain of the U.S. Gymnastics Team, I
take my leadership position very seriously and encourage kids to join me in
making smart decisions, including saying no to alcohol, in order to reach
their goals," said Aly Raisman. "I wouldn't be where I am today without the
guidance and support of my family, especially my parents, who have always
encouraged me to make healthy and informed decisions in life."  

As a team captain and role model, Aly supports this national campaign to say
no to underage drinking through in-school presentations, national media
opportunities, print materials provided by Scholastic Magazine, social media
and online content at www.asklistenlearn.com. Aly travels to middle schools
across the nation to encourage kids to join her in making healthy decisions.
She challenges them on the interactive Ask, Listen, Learn educational game,
providing an opportunity for middle school kids to learn about the negative
consequences of underage drinking and benefits of making healthy decisions
while they exercise. 

"As parents, we believe it is our responsibility to engage in life
conversations with our children early and often so they understand the
importance of decision-making, especially in peer-pressure situations.  In our
household, we have made a concerted effort to model good behavior and talk to
our kids about underage drinking in everyday situations," said Lynn and Rick
Raisman, parents of Aly Raisman.  "We maintain an open dialogue around current
events, news stories, topics they may have overheard from their friends and
are honest about our own experiences growing up as teachable moments." 

Visit www.centurycouncil.org and www.asklistenlearn.com to learn how to
#JoinTheConvo in April as we place focus on Alcohol Awareness Month and
continue the work to keep our nation's youth safe and alcohol-free.   

About The Century Council
The Century Council, is a national not-for-profit leader in the fight to
eliminate drunk driving and underage drinking and is funded by the following
distillers: Bacardi U.S.A., Inc.; Beam, Inc.; Brown-Forman; Constellation
Brands, Inc.; DIAGEO; Hood River Distillers, Inc.; and Pernod Ricard USA.
Headquartered in Arlington, Virginia, The Century Council promotes responsible
decision making regarding beverage alcohol and develops and implements
innovative programs and public awareness campaigns which ignite action through
strategic partnerships. Established in 1991, The Century Council's initiatives
are highlighted on its website at www.centurycouncil.org and
www.asklistenlearn.org

About the research
The Century Council contracted with Toluna to conduct an online survey of
parents with at least one child ages 10-18 living in the household.  Using one
of Toluna's demographically diverse panels, an online survey of 600 parents
was completed March 14-18, 2013.  The data were weighted to ensure the sample
was national representative of parents with a 10-18 year old living in their
household.  Toluna is the world's leading independent online panel and survey
technology provider to the global market research industry.  The margin of
error for a sample of this size is +/- 4.0%.

The Century Council contracted Toluna to conduct an online survey of 10-18
year olds and parents of 10-18 year olds living in the same household.  Using
one of Toluna's demographically diverse panels, the survey matched parents of
10-18 year olds and their age appropriate son or daughter at the same time.  A
nationally representative sample of 509 parents and 10-18 years was completed
February 15-16, 2012.  Toluna is the world's leading independent online panel
and survey technology provider to the global market research industry.  The
margin of error among the national sample is +/- 4.3%.

Contact: Jessica Lepak, The Century Council
LepakJ@centurycouncil.org or (202) 637-0077

SOURCE The Century Council

Website: http://www.centurycouncil.org
Website: http://www.asklistenlearn.com/
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