Respect. Your dreams. Friendships. Your future.
These are a few of the slogans printed on giant bottlecaps splashed across billboards around the area.
Each bottlecap represents something a person could lose if they decide to get involved in underage drinking.
The bottlecap billboards, which emphasize that underage drinking comes at a cost, are part of a new media campaign targeting binge and underage drinking in Plymouth County, as well as Woodbury and Monona counties.
The campaign is being launched this month.
The television ads, billboards and social media outreach focus on middle school youth, the age group at which alcohol experimentation most often begins; and on college-age adults, the Iowa population with the highest binge drinking rates.
The ads targeted at underage drinking are aimed at reaching middle schoolers before their critical decision moment.
"We want to make kids stop and think about their drinking decision," said Priscilla Andersen, Prevention and Education supervisor at Jackson Recovery Centers. "By educating them about what they stand to lose by making the decision to use alcohol, it empowers them to take control of their life."
The binge drinking ads feature a theme of "Stay Classy."
Since most college students and young adults do not see binge drinking as a problem, the "Stay Classy" campaign stresses personal evaluation to help young adults identify when fun becomes trouble, according to a news release.
Both campaigns avoid lecturing, encouraging individuals to make choices that are healthy and in their own best interest, the release said.
Plymouth, Woodbury and Monona counties are three of 23 counties chosen for the campaign, based on underage and binge drinking numbers in those counties.
The campaign is paid for through the Strategic Prevention Framework State Incentive Grant (SPF SIG) and administered by the Iowa Department of Public Health.
For more information about SPF SIG's and Jackson Recovery Centers' efforts to prevent and reduce underage and binge drinking, please call (712) 253-7580. For information on the Strategic Prevention Framework State Incentive Grant, visit www.idph.state.ia.us/spfsig/about_us.asp.