The Substance Abuse and Mental Health Services Administration (SAMHSA)’s “Talk. They Hear You.” national public service announcement campaign empowers parents to talk to children as young as nine years old about the dangers of underage drinking.

“Talk. They Hear You.” raises parents’ awareness about these issues and arms them with information they need to help them start a conversation about alcohol with their children before their children become teenagers.

“Talk. They Hear You.” features a series of TV, radio, and print PSAs in English and Spanish. The PSAs show parents “seizing the moment” to talk with their children about alcohol such as while preparing dinner or doing chores together. By modeling behaviors through these PSAs, parents can see the many “natural” opportunities for initiating the conversation about alcohol with their children, SAMHSA officials said.

Visit www.underagedrinking.samhsa.gov for more tips, an app, and information.