Rich-Media Advertising Campaign

The Advertising Council and Interpolls have partnered to create an innovative, rich-media advertising campaign designed to prevent underage drinking. Targeted at parents of children aged 11-15, the interactive, online campaign will run on December 25 on MSNBC.com as a roadblock to encourage parents of teens to speak with their children early and often about the negative effects of alcohol in an effort to help reduce underage drinking. The online campaign is an extension of the Ad Council and the Substance Abuse and Mental Health Services Administration's Underage Drinking Prevention public service advertising campaign. This rich media initiative was designed and produced by Interpolls and will feature question-based interactivity that engages users and provides useful information and statistics on underage drinking. In addition, the campaign will give parents the ability to download suggested activities and free e-cards that can help them stay connected with family members. The Interpolls proprietary platform is being used to manage the rich-media ad serving for the campaign pro bono. In addition, Interpolls' tracking capabilities will provide the Ad Council with information and feedback on the overall parental awareness of this issue and its importance, as well as the total number of discussions about drinking that took place between teens and parents during the campaign.