Pennsylvania Liquor Control Board Announces High School/Middle School Alcohol Awareness Video Contest

Jan 06, 2014, 14:00 ET from Pennsylvania Liquor Control Board

Students given the opportunity to create a positive message to discourage underage drinking

HARRISBURG, Pa., Jan. 6, 2014 /PRNewswire-USNewswire/ -- As part of the ongoing effort to educate young people about the alternatives to underage drinking, the Pennsylvania Liquor Control Board unveiled a new contest that asks students to get creative with their digital cameras and smartphones.

The High School/Middle School Alcohol Awareness Video Contest will give students the chance to show off their creative and technical sides while delivering a concise, effective anti-underage drinking message to their peers.

The contest is open to all high- and middle school students in Pennsylvania, whether they attend public, private or parochial schools, or are homeschooled. Only students are allowed to participate in the development and production of the video.

"Students are so technically advanced that they can create unbelievable videos by simply turning on their smartphones and pointing the cameras. We want to harness their ability and imagination to create a message that will resonate with their peers," said Joseph E. Brion, chairman of the PLCB. "We understand that the most effective messaging discouraging underage drinking will be messaging created by young people for young people."

Entries, which must be between 15 seconds and 30 seconds long, will be accepted through Feb. 7, 2014. Videos will be judged on creativity and originality, a positive no-use message and overall presentation.  Students can win monetary awards ranging from $1,000 to $100, and they will be recognized during an awards ceremony in April. The winning projects will also be featured on the PLCB Bureau of Alcohol Education Facebook and YouTube pages – and may be used as part of the PLCB's statewide Alcohol Education advertising campaign.

"Students have so many things going on in their lives – clubs, sports, social activities with friends and family, special events like graduation and prom. We know those experiences can inspire students to deliver a positive anti-underage drinking message," said Jerry W. Waters, Sr., director of the PLCB Office of Regulatory Affairs. "We're excited to see their work."

In an effort to maximize participation, the PLCB will also award $1,000 to the school with the most entries. Prizes are funded through a grant from the National Alcohol Beverage Control Association (NABCA).

For contest rules and an entry form, including parental consent releases required for students under the age of 18; to learn how to submit videos; and for more information about the contest, visit and click on Alcohol Education; or email

Media contact: Shawn M. Kelly, 717-783-8864

SOURCE Pennsylvania Liquor Control Board