Parents Empowered has launched a series of impactful videos to highlight the dangers of underage drinking and the crucial role parents play in prevention. Using humor and vivid imagery, these videos, such as Haunted Parrot and Tin Man, emphasize that just as some behaviors are absurdly wrong—like letting a parrot watch horror movies or performing an MRI on the Tin Man—underage drinking is even more harmful. The message is clear: when kids understand that underage drinking is “very wrong,” nine out of ten choose not to drink.

The campaign underscores the scientific evidence about how alcohol harms developing brains, particularly the hippocampus and prefrontal cortex. These critical areas are responsible for memory, learning, and impulse control. Studies show that kids who drink at an early age have smaller hippocampi, leading to challenges in learning and storing information. Similarly, alcohol impairs the prefrontal cortex, affecting judgment, decision-making, and self-control. These developmental impacts can hinder a child’s ability to succeed in relationships, education, and future careers.

Parents play a vital role in shaping their children’s perceptions of alcohol. By fostering open conversations and setting clear boundaries, parents can help their kids make healthier choices. The message from Parents Empowered is simple yet powerful: every child deserves a healthy brain and a bright future, free from the harms of alcohol. Visit their website to explore these videos and learn more about protecting young minds.

Find more from Parents Empowered (USA, November 2024)