PLCB Unveils ‘Know When. Know How.’ Statewide Alcohol Education Campaign

HARRISBURG, Pa. – At a town-hall-style meeting of parents and community leaders at the Bear Creek School in Elizabethtown, the Pennsylvania Liquor Control Board (PLCB) today unveiled a new public awareness campaign designed to spark conversations between parents and their elementary to middle-school-aged children about alcohol use.

The Know When. Know How. campaign is a statewide, research-based education and prevention effort targeted to Pennsylvania parents of children ages 8 through 12. The objective of the campaign is to prevent underage drinking by arming parents with the information, tools, and confidence they need to begin having meaningful and effective conversations about alcohol with their kids early and often, before trial or use of alcohol begins.

The campaign is based on PLCB-commissioned research including a statewide survey of more than 500 Pennsylvania parents with children under age 21, along with eight focus groups with parents of children between the ages of 5 and 15. Ninety-four percent of parents surveyed believed it is their responsibility to talk to their kids about alcohol. However, most parents are not familiar with the facts about underage drinking, the long-term effects alcohol can have on kids, the penalties for underage drinking, or when children start drinking.

“The research was incredibly helpful in helping us understand the thoughts and beliefs of Pennsylvania parents surrounding the issue of alcohol,” said Board Member Mike Negra, who participated in the campaign kickoff event. “Parents inherently understand their role in teaching their kids about alcohol, but many are unaware of how to start the conversation or how early they should begin talking.”

According to research presented in the Journal of Adolescent Health, one in three kids has tried alcohol by age 8, and at age 12 that number grows to two out of three. Additionally, according to the Journal of Substance Abuse, children who begin drinking by age 13 are four times more likely to become alcohol dependent later in life than those who do not.

“Since kids ages 8 to 11 are most receptive to parents’ feedback, it seemed only natural to design a campaign to give parents the tools they need to start talking to their kids earlier than they may have thought they should,” Negra said. “And it doesn’t have to be one big, intimidating ‘talk,’ either. In fact, teachable moments are more effective when they are brief, age-appropriate conversations that spring out of everyday experiences and grow as the children mature.”

The campaign has a heavy digital focus, while also including traditional television and radio commercials. Advertisements and campaign messaging highlight facts and statistics, emphasize the role of parental responsibility as it relates to prevention, offer tips and resources for parents on how to start the conversation with their kids about alcohol, and drive to the campaign website,, for additional information.

The mobile-friendly website presents information about alcohol in digestible bits and pieces, so parents can become more comfortable discussing the topic without being overwhelmed. The website provides scenarios and tips on how parents can spark conversations about alcohol with their kids, and it features campaign advertisements and suggestions for how community partners in prevention can help promote the campaign.

The campaign was unveiled during a presentation and roundtable discussion among parents, educators, law enforcement officers, and PLCB staff at Bear Creek School, an intermediate school for students in grades four through six in the Elizabethtown Area School District, Lancaster County.

The PLCB regulates the distribution of beverage alcohol in Pennsylvania, operates more than 600 wine and spirits stores statewide, and licenses 20,000 alcohol producers, retailers, and handlers. The PLCB also works to reduce and prevent dangerous and underage drinking through partnerships with schools, community groups, and licensees. Taxes and store profits – totaling $15.8 billion since the agency’s inception – are returned to Pennsylvania’s General Fund, which finances Pennsylvania’s schools, health and human services programs, law enforcement, and public safety initiatives, among other important public services.

The PLCB also provides financial support for the Pennsylvania State Police Bureau of Liquor Control Enforcement, the Department of Drug and Alcohol Programs, other state agencies, and local municipalities across the state.

For more information about the PLCB, visit

Copyright © 2021 EYT Media Group, Inc. All rights reserved. Any copying, redistribution or retransmission of the contents of this service without the express written consent of EYT Media Group, Inc. is expressly prohibited.

Comments are temporarily closed. A new and improved comments section will be added soon.