Conn. Ad Aims to Curb Underage Drinking Early

Billboard featuring baby, beer bottle draws some attention
By Will McCahill,  Newser Staff
Posted Oct 6, 2009 7:30 PM CDT
The billboard in question.   (Connecticut Department of Mental Health and Addiction Services)

(Newser) – Connecticut health authorities are using a tried-and-true advertising technique to get their point across: use a baby. What’s got people talking, though, is that the baby is in an anti-underage-drinking billboard, and is being given a sip from a beer bottle. The photo of the baby is paired with one of boozing teens; the copy overhead reads, “You wouldn’t do this then … why NOW?”

“Certainly any way that we can get the message out, not only to young people, but their parents. It’s certainly beneficial,” one policeman tells NBC affiliate WVIT-TV. Echoes the owner of a deli underneath one of the billboards: “There’s a lot of conversation about it, and that’s good. Something like that makes people think and start talking.”