North Carolina has an underage drinking problem. Working in concert with our friends at Eckel & Vaughan, we developed a multi-year campaign aimed at reversing this serious issue—a public health crisis that can lead to crime, early pregnancy, brain injury and even death. It’s a heavy subject, and research showed parents were in denial about how early their children were being exposed to alcohol. Our response? A two-phase approach: First, go bold to wake parents up. Then, once we had their attention, guide them to the all-important action of starting ongoing and possibly life-changing conversations with their kids.