The hallmarks of adolescence that the alcohol industry uses to lure young people into drinking – their spirit of rebellion, need for social acceptance and desire to appear sophisticated -- are used in this video to drive home the opposing argument.

Teen narrators use clips from liquor industry TV spots to show the degree to which teens are targeted, and the duplicity of the claim implicit in the advertising that drinking is a harmless, sophisticated, “fun” behavior.

The essence of the video’s message is “here’s an adult institution of the sort you’re just itching to rebel against. It’s telling you a lot of lies just to get your money. You’re being duped – and being duped isn’t cool!”

That argument is extended to the more difficult problem of rejecting pressure from peers to drink. Interviews with a multi-cultural panel of teens elicits their perceptions of teens who drink and pressure others to do so as misguided and somewhat contemptible individuals who push liquor on others to justify their own bad judgment.

All the health and social hazards of drinking are explored. However, recognizing the inability of young viewers to identify with the long-term effects of alcohol abuse, the emphasis is on the effects of alcohol on appearance, physical development and the risk drinking could pose to a teen’s most longed-for privilege – driving.

The length, pacing, graphics and music of the video are designed for maximum appeal to its target audience of those in grades 5 through 10.

Winner of the 2004 Telly Award!