Alcohol fundamentally affects an individual’s capacity to make clear decisions, and can lead young people into situations they may never usually consider, including the ‘high risk’ areas of sex, drugs and violence. Our communications strategy was twopronged, one aimed at parents of young children and the other at teenagers. We sought to ignite pro-active conversations between parents and their children about drink and to persuade young people to consider the vulnerable situations excessive alcohol consumption can leave them in.