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MILWAUKEE, Wis. -- Roundy's Supermarkets here has joined forces with a coalition of public and private sector organizations brought together by the Federal Trade Commission to launch a public awareness campaign in Wisconsin to prevent underage drinking.
The initiative, called "We Don't Serve Teens," is designed to remind adults that providing underage drinkers with alcohol is unsafe, irresponsible, and illegal.
The campaign, which was launched at a Pick 'n Save store in Milwaukee, coincided with "We Don't Serve Teens Week," a national effort aimed at educating adults on how youth obtain the alcohol they drink and how to discourage underage drinking.
"We are very serious about preventing underage drinking,” said Vivian King, Roundy’s spokeswoman. “Three years ago, Pick 'n Save, Copps, and Rainbow launched our 'We Card Because We Care' initiative in which everyone who purchases alcohol or tobacco products in our stores is required to show valid proof of age.”
Other members of the coalition include: The Century Council, a national not-for-profit organization funded by Bacardi U.S.A., Inc.; Brown-Forman; Constellation Brands, Inc.; DIAGEO; Future Brands LLC; Hood River Distillers, Inc.; Sidney Frank Importing Co. Inc.; Wine and Spirits Wholesalers of America, Inc.; the Milwaukee Police Department; Wis. attorney general J.B. Van Hollen; Eric Petersen, Wisconsin Wine and Spirits Institute; Tim McHugh, and Badger Liquor, among others.
Elements of the campaign include a television public service announcement, print ad, lapel pins, cold case stickers, register signs, and posters.