Youth Directorate, Yukon Government
Launch of the Delay the First Drink Campaign
What is the project's key objective?
To promote an understanding that it is OK to choose to delay the onset of drinking, at least for a few years, instead of experimenting with alcohol at an early age. To empower youth to make life choices that establish their individual identity while maintaining status within a peer group. It is what they choose to do - other than drinking - that makes them truly unique.
Who is the target audience?
All youth aged 10 to 14 years, facing peer pressure and having to make choices about drinking
What is the campaign’s positioning statement?
For 10-14 year-old Yukoners beginning to exhibit decision-making control of their lives, the Delay The First Drink campaign presents ideas and alternatives that allow them to develop individual identities without resorting to alcohol.
