Delay the First Drink Campaign

Youth Directorate

Strategic planning

To encourage young teens to delay the onset of drinking for as long as possible.

Yukon youth, 10 to 14 years old, at a stage in life in which they are establishing their own identities. Key to this process is the notion of fitting in with their peer group, being accepted, and having a sense of control in their lives.

For 10-14 year-old Yukoners beginning to exhibit decision-making control of their lives, this campaign offers ideas and alternatives that allow them to develop individual identities without resorting to alcohol.

Creative execution

snowboarding, bus exterior sign

Measuring impact

Although the impact for change is yet unknown, acceptance and understanding of the message with the target audience is high. They love the overall look and message. The campaign is supported by presentations in the classrooms, which are very well received.