Office of Substance Abuse

FOR IMMEDIATE RELEASE CONTACT: Kim Johnson
June 11, 2007 Office of Substance Abuse
207-287-6344

and

Elizabeth Horton de Meza
Ethos Marketing and Design
(207) 856-2610 x 240
ehorton@ethos-marketing.com

Acting Surgeon General Calls on Maine to Prevent and Reduce Underage Drinking

State Leaders, Community Representatives and Health Providers Pledge, “Count ME In!”

Office of Substance Abuse Launches Second Phase of Statewide Parental Media Campaign

Augusta, ME (June 11, 2007) —Rear Admiral Kenneth P. Moritsugu, M.D., M.P.H., U.S. Acting Surgeon General today visits Maine to reiterate The Surgeon General’s Call to Action to Prevent and Reduce Underage Drinking. On behalf of Maine, First Lady Karen Baldacci hosts the Acting Surgeon General’s visit and leads the collective response, pledging, “Count ME in!”

“Alcohol is the most widely used substance of abuse among America’s youth,” stated Acting Surgeon General Moritusugu. “I have issued this Surgeon General’s Call to Action To Prevent and Reduce Underage Drinking to focus national attention on this enduring problem and on new, disturbing research which indicates that the developing adolescent brain may be particularly susceptible to long-term negative consequences from alcohol use. The latest research demonstrates a compelling need to address alcohol use early…using a systematic approach that spans childhood through adolescence into adulthood. Such an approach can be effective when, as a Nation and individually, we commit ourselves to solving the problem of underage drinking in America.” continued the Acting Surgeon General.

“ Underage drinking is a problem in homes from Kittery to Houlton, from Calais to Norway, from Portland to Farmington,” said First Lady Karen Baldacci. “All Maine teens are at risk of underage drinking, and all Maine parents need to help keep their teens from underage drinking.” “Today, we join Surgeon General Moritsugu and pledge to prevent underage drinking. Law enforcement, retailers, prevention professionals, coalition leaders, educators, parents—all Mainers need to come together and say, “Count ME In!” continued Maine’s First Lady.

“Brain growth during the adolescent years is critical to the development of young people.” said Steve Rowe, Maine’s Attorney General. “Alcohol has a profoundly negative impact on the front al lobe, on short and long-term memory, on judgment and reason. It is imperative that we respond to the Acting Surgeon General’s Call to Action.”

To further underscore Maine’s response to The Surgeon General’s Call to Action, the Department of Health and Human Services’ Office of Substance Abuse (OSA) today announces the second phase of a statewide media campaign, Find Out More, Do More, to heighten parental awareness and provide skills and resources parents need to model behaviors that can help prevent underage drinking.

“As parents, we have a huge opportunity and an obligation to model positive behaviors that teens can emulate,” said Kimberly Johnson, Director of the Office of Substance Abuse, “The research shows that what we’re doing simply isn’t enough. We need to send the right messages about alcohol to our kids.”

Launched in September 2006, Find Out More, Do More is a comprehensive media campaign targeting parents of teens focusing on practical tips that will be communicated via television ads, brochures, school informational sessions, media outreach, and www.maineparents.net . The first phase focused on the skills and resources parents need to monitor teen behavior. The second phase focuses on the skills and resources parents need to model behavior that their kids can emulate.

The modeling phase of “Find Out More, Do More” kicks off with two television messages and a handout to remind parents of the things they do that can sometimes have unintended consequences. For example, reaching for a drink in front of kids, saying, “I had a tough day,” telling drinking stories and other behaviors can communicate to kids that alcohol is necessary to relax and have fun. For more tips and resources, go to www.maineparents.net, a resource created by OSA for Maine parents to help reduce underage alcohol use and keep teens safe.

For more information about the Acting Surgeon General’s visit to Maine, please visit www.maine.gov/dhhs/osa .

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Office INFORMATION

Acting Surgeon General Calls on Maine to Prevent and Reduce Underage Drinking