Congratulations! You are about to become
a part of something really big. You'll
have a chance to be creative, make a
difference in someone's life and have
some fun. And maybe even win scholarship money
and become famous.
Drinking among teenagers today is a
serious problem, and it's no wonder. The
media is bombarding kids with glamorous
but dangerous messages about alcohol.
And it's all produced by adults. Like
all the movies and TV shows with teenage
jokesters taking over their parents'
house for drunken parties. Like sports
celebrities and movie stars who promote
THE SIMPLE SOLUTION
You are probably old enough and smart
enough to see through all these
messages, but some kids aren't.
Something very powerful needs to be done
to steer those kids away from alcohol.
This is where you come in. Adults can't
relate to kids the way other kids can.
So we want you to grab your family or
school video camera and produce a
30-second commercial that they will
MAKE A DIFFERENCE
You can have a lot of fun making your
video and you might also make a
difference. Since your video will be
viewed by middle school kids as well as
your high school peers, you have an
opportunity to impact someone else's
life. If your message hits home with one
kid at the right time, it could save a
life. If you're the grand prize winner
and your commercial runs on TV, you
could save a lot of lives.
To win, your commercial will have to
be both creative and persuasive.
at the Detroit Auto Dealers Association will review all entries to identify the
most persuasive and creative ideas.
The top 60 will be evaluated by middle school
students who will complete a
questionnaire originally developed by McCann
Erickson to measure how powerful they
really are. Middle school
evaluation scores will be reviewed by
our judges to select the winners from
among the highest scoring commercials.
of the judges will be final.
Your entry becomes property of Courageous Persuaders®.