New Work Alert!

ZLR partners with IDPH Substance Abuse - Underage Drinking

IDPH Substance Abuse – The Iowa Department of Public Health  was rewarded funding through the Partnership for Success (PFS) Grant in efforts to reduce underage drinking in the state of Iowa. The new “What Gets Crushed When You Drink” underage drinking campaign targets people ages 12-20.

The goal of the campaign is to help underage drinkers realize and understand the consequences alcohol can have on their education, friends and family, and their future. IDPH wants to change the mindset of underage drinking from “I want to drink because everyone else is doing it” to “drinking underage is not a smart decision for me because…”

Through the funding of the grant and ZLRIGNITION’s creative team, IDPH has a new “What Gets Crushed When You Drink” underage drinking campaign. Posters, billboards and online ads were developed to spread the message but the 30-second video paints the picture of what is at stake when you drink.

Underage drinking costs you more than you think. It not only costs you your parents trust, a spot on the team and your friends, it also costs you your individuality. Throughout the video, dozens of cans labeled, “Friends,” “Parents Trust,” “College,” and “Your Future,” are crushed to help the youth understand what is at stake when they drink underage.

Checkout more of the creative work below or visit for more information.