Challenge /
Research shows that drinking before the age of 21 can negatively effect a child's brain development. MADD was given a modest budget by the Bernalillo County Sheriff's Department to communicate this important message to underage kids in Albuquerque.

Key Insight /
Underage drinking causes brain damage, which means if you are underage, you might as well just take the bottle and smash it over your head.

Solution /
Create powerful visual images designed to demonstrate to kids the negative effects of underage drinking. The campaign included posters in schools, movie theaters and ads on targeted TV shows.