UPDATED: 1:52 p.m. This is a developing story. Check back for updates.
In an effort to curb a drinking culture in which the average North Carolina child takes their first sip of alcohol just before their 14th birthday, the North Carolina Alcoholic Beverage Control Commission (ABC) has launched a new statewide initiative to raise awareness of the extent of the problem.
It was immediately unclear what effect the campaign might have on colleges campuses — particularly at Elon University.
"Talk It Out," a joint venture supported locally by Alamance Citizens for a Drug Free Community and the Burlington Police Department, has a two-fold mission of education and prevention. Featuring a series of harrowing commercials — one shows a father recalling the death of his son — funded by $2.5 million from ABC store proceeds, the campaign aims to provide parents with the tools needed to bring their kids to the table to talk about drinking.
It won't be easy, particularly when only 37 percent of the state's parents categorize underage drinking as a "big problem," according to 2014 research by the ABC Commission that found children more concerned about alcohol abuse, on average, than their parents. More than 9-in-10 of middle schoolers surveyed said more conversation started by their parents would help curb underage drinking.
“Community involvement from the local Coalitions is absolutely critical to the success of campaign,” said Kat Haney, NC ABC Commission Coalitions Director. “It’s a big state, and we can’t do it alone.” The campaign features broadcast, web, social media, and a series of events and activities occurring across the state."
Feb. 20, Haney will join Alamance Citizens for a Drug Free Community and the Burlington Police Department at the department's training center — located at 128 Stone Quarry Rd., Haw River — to speak and answer questions about Talk It Out. The program will run 9-10 a.m.