Drugs and Crime Prevention - Essay Example

The core emphasis of the’be a jerk’ campaign is to reduce alcohol advertisements tailored to the youth and to change the community’s customs associated with tolerability of underage drinking.’ Be a jerk’ ad is a very effective strategy and the message portrayed in the advert has aided the Hawaii government in the fight against underage drinking. The adults in the Hawaii community have been compelled by the campaign (be a jerk) to stop underage drinking and a number of youths have been exempted from underage drinking.

In essence, the ad has helped to disregard the belief that alcohol is a rite of passage from childhood to adulthood and therefore one does not need to indulge in alcoholism to be a grown-up. In conclusion, most alcohol ads are very appealing to the youths and in most cases lure the youths to experiment with alcohol usage. Consequently, measures need to be taken to manage and reduce alcohol promotion advertisements on the media, especially to the youths.