Mass media campaigns utilize television, radio, print, and social media to increase awareness of underage drinking and its consequences. Campaigns may be directed primarily at youth, and may also include efforts to provide parents and other adults with the knowledge and skills to take actions that help prevent underage drinking (IOM-Underage drinking 2004, SAMHSA-Talk).

• Reduced underage drinking

• Increased adult awareness of underage drinking

There is insufficient evidence to determine whether mass media campaigns against underage drinking reduce underage drinking (Young 2018a). Available evidence suggests that mass media campaigns may increase adolescents’ knowledge or alter perceived social norms about alcohol use in some circumstances, but have little or no effect on alcohol consumption among youth (Young 2018a). An evaluation of a national media campaign reported mixed effects on alcohol use; for youth ages 15-18, increased campaign awareness was associated with reductions in binge drinking, though such awareness was associated with accelerated alcohol use among youth ages 12-14 (Scheier 2010*). Additional evidence is needed to confirm effects (Young 2018a).

Experts suggest that mass media campaigns that increase adult awareness of underage drinking may reduce underage drinking (IOM-Underage drinking 2004). However, additional evidence is needed to confirm effects of increased parental knowledge on their monitoring and supervision regarding youth alcohol use (IOM-Underage drinking 2004).

There are a variety of mass media interventions implemented throughout the country. Some examples include, Talk. They Hear You. (SAMHSA-Talk), Parents Who Host, Lose the Most (DFAA-Parents who host), and Alcohol: True Stories (ATS).