The “Talk. They Hear You.” Underage Drinking Prevention National Media Campaign empowers parents and caregivers to talk with children early about alcohol and other drug use.
High rates of youth alcohol use, shifting state laws regarding marijuana, and the nation’s opioid crisis are prevalent health concerns that affect America’s parents and caregivers. Preventing underage alcohol and substance use is critical for the following reasons:
- More than 178,000 individuals (of all ages) in the United States died per year from excessive alcohol use during 2020 to 2021, making it a leading preventable cause of death in the United States (CDC, 2024).
- An estimated 2.1 million people ages 12 or older had an opioid use disorder, and nearly 30 percent of those who use marijuana may have some degree of marijuana use disorder.
Through the Sober Truth on Underage Drinking Act, the Substance Abuse and Mental Health Services Administration (SAMHSA) created the “Talk. They Hear You.”® campaign to address the problem of underage drinking and substance misuse.
The “Talk. They Hear You.”® campaign’s goal is to provide parents and caregivers with the resources they need to address the issue of alcohol and other drugs with children under the age of 21. The campaign has historically equipped parents with the knowledge and skills to increase actions that reduce and prevent underage drinking. Recently, it has expanded its messaging to include other substances such as marijuana and prescription drugs. The campaign now offers resources to help parents talk to children of all ages about alcohol and other drugs.
Join an upcoming community engagement meeting on August 26, 2026 to connect with SAMSHA’s “Talk, They Hear You” campaign network.
Visit the SAMSHA web site for much more help and information.