Most underage drinking PSAs targeted at teens are trying to motivate them by showing that drinking is dangerous to their health. However, teens don't care about danger. Danger is actually what they want. So this underage drinking campaign focused on something teens do care about–control. Teens are desperate to exert control over their own lives. However what they don't realize is that when they drink, that's exactly what they're giving up.
Featured on Creativity, March 2012