SAMPLE LETTER

Dear Governor/Legislator:

Because we are awash in advertisements for alcoholic beverages, I 
strongly urge you to support counter advertisement measures that 
would educate the public, particularly young people, about the 
health and safety risks associated with immoderate drinking, the 
third leading cause of preventable death in America.  Counter 
advertising campaigns have been proven to be an effective means of 
reducing tobacco use; it's time that we used mass market advertising 
techniques in combination with the most powerful media at our 
disposal to inform people that when not taken in moderation, any 
alcoholic beverage--whether it be beer, wine, gin, vodka or anything 
else containing the drug ethanol--can have a serious downside that 
affects both drinkers and non-drinkers alike.

These ads should be funded through an increase in the state excise 
taxes on all alcoholic beverages.  An increase in taxes will in 
itself reduce alcohol-related problems; in combination with messages 
that "unsell" these products, it delivers a powerful one-two punch.  
California and Massachusetts have successfully employed this method 
to reduce tobacco use within those states.  

More than half the nation's students in grades 5 to 12 say that 
alcoholic beverage advertising encourages them to drink.  Counter 
advertisements will present the public with educational information 
about the drug alcohol that will benefit everyone.

Thank you for your time and consideration.

Sincerely,