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PENNSYLVANIA LIQUOR CONTROL BOARD DEVELOPS CAMPAIGN FOR TEENAGERS

 PENNSYLVANIA LIQUOR CONTROL BOARD DEVELOPS CAMPAIGN FOR TEENAGERS
 HARRISBURG, Pa., Aug. 31 /PRNewswire/ -- The Pennsylvania Liquor Control Board (PLCB) has developed a fall public service campaign aimed at deglamourizing alcohol consumption among teenagers.
 "Alcohol is involved in most teen death," said Chairman James A. Goodman, "our aim is to discourage consumption by this age group."
 The 30-second television announcement features a group of high school students consuming beer in a school parking lot before class. Interest develops between a girl in the group and an approaching boy, but as he draws near she lifts a beer to her lips. The boy's expression changes to disappointment as he changes direction and walks away.
 The spot uses no dialogue, yet delivers a strong message that alcohol consumption among teens is neither attractive nor accepted. The timing of its release coincides with the start of the school year, a time when pressure to "fit in" is particularly great.
 Students from a peer helpers group at Central Dauphin East High School enthusiastically participated in the project. The students regularly counsel peers with substance abuse problems.
 /delval/
 -0- 8/31/92
 /CONTACT: Donna M. Pinkham of the PLCB, 717-783-8864/ CO: Pennsylvania Liquor Control Board ST: Pennsylvania IN: SU:


MJ-JS -- PH022 -- 4964 08/31/92 12:30 EDT
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Publication:PR Newswire
Date:Aug 31, 1992
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