Leadership to Keep Children Alcohol Free enlisted the support and clout of governors' spouses in an initiative designed to increase public awareness and understanding of the problem of underage alcohol consumption.
RWJF partnered with the National Institute on Alcohol Abuse and Alcoholism (NIAAA) to create the initiative.
The CDM Group—a consulting firm based in Bethesda, Md., that specializes in health, education, research and information technology—organized working meetings and two national conferences as part of the initiative.
The project team developed an initiative website, printed and videotaped materials on underage drinking and disseminated them through exhibit displays and a diorama placed in 41 airports in 29 states, and also distributed them to such audiences as parents and policymakers.
They also and conducted a survey of 250 opinion leaders. Among the key findings of the survey were that almost all opinion leaders (99%) are concerned about childhood drinking, with 87 percent "very" concerned. Ninety-eight percent believe it to be a serious or very serious problem; 78 percent consider it very serious.