City introduces campaign to curb underage drinking

Boston Mayor Thomas Menino speaks near a newly unveiled version of the Clear Channel outdoor billboard that will be displayed throughout the city urging youth not to drink.

City officials yesterday kicked off a campaign timed with the start of the school year to curb underage drinking. But college students don’t expect the advertising blitz to have much impact.

“Students are going to do what they’re going to do,” said Mike, a New York college student visiting Northeastern University yesterday afternoon. Mike, 20, did not want to provide his last name. He said his primary source of alcohol was attending house parties.

The “We Don’t Serve Teens” campaign will consist of billboard messages and advertisements reminding establishments and students that legal drinking age is 21.

Various local college and university leaders attended yesterday’s announcement of the campaign to provide support. City leaders said the institutions play a vital role in helping to curb underage drinking.

However some students think the message could backfire.

“When people tell you you can’t do anything, you have more excitement to do it,” said Josman Ibarra, a 23-year-old Northeastern student.


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