About

About Courageous Persuaders

Each year, more than 10,000 young people, ages 16 to 25, die as a result of alcohol use.  
It is a tragic problem.

As early as grade school, kids feel pressure to drink.  Sometimes, the courage to say "no" can come from an older kid.  In Courageous Persuaders, high school students create television commercials targeted at middle school students to warn them about the dangers of alcohol use.  Students compete for scholarship money and trophies. The grand prize-winning commercial actually airs on TV as a public service announcement.  Participants gain valuable experience, are honored in a Hollywood-style awards banquet and, most importantly, have an opportunity to save lives.

In 2000 John Barczyk, an advertising executive at McCann-Erickson, the world’s largest multinational advertising agency system, met with Troy, Michigan, District Judge Michael Martone, a nationally recognized advocate in the fight against underage drinking.  John had an idea to help reduce the unbelievable statistics of underage drinking.  The meeting confirmed a mutual concern and a dedication to make a difference.  Together, they founded Courageous Persuaders.

In 2007, the Detroit Auto Dealers Association (DADA) officially announced its partnership with Courageous Persuaders.  The DADA is the primary sponsor and administrator of the Courageous Persuaders program, which is facilitated through the DADA Education Foundation.

In 2008, Michigan's Secretary of State (SOS), the Honorable Terri Lynn Land officially announced the SOS's partnership with Courageous Persuaders.  Top entries in the innovative Courageous Persuaders anti-drinking campaign aimed at teens will win airtime in SOS offices across Michigan. 

Program Objectives

The primary objective is to raise awareness and change attitudes about the dangers of underage drinking among high school students.  A secondary objective is to expose middle school students to positive role models − high school students taking a stand on this deadly issue.

Questionnaires administered to middle school students gauge the persuasiveness of the commercials produced by high schoolers.  Ratings on these questionnaires determine the winners.

National and International Recognition

Courageous Persuaders has been recognized by several major international professional organizations, garnering a Gold Medal at the New York Festivals, a Silver Medal at the AME (Advertising Marketing Effectiveness) Awards and two Outstanding Creativity Awards at the Mobius competition in Los Angeles.  Various other awards recognized the high schools involved, the students, one of the sponsors (The Adcraft Club of Detroit), Detroit Photographer Jim Haefner, Yessian Music, McCann Erickson Detroit and Judge Michael Martone, as well as the program itself.

About Detroit Auto Dealers Association (DADA)

The DADA was founded in 1907 by 17 local dealers, and has grown to more than 250 member dealers who donate their time and resources to a host of community activities. Currently, the DADA members collectively employ more than 16,500 people.  

Many members participate in the NAIAS, LLC which is responsible for the production of the North American International Auto Show (NAIAS). The most significant charitable venture of the DADA is the annual NAIAS Charity Preview, which has raised more than $44 million for children’s charities in southeastern Michigan since 1976. 

To find out more about Detroit Auto Dealers Association, visit www.dada.org.  To find out more about the North American International Auto Show, visit www.naias.com.

About McCann Erickson

McCann Erickson’s Birmingham, Mich./Los Angeles Cal. office creates advertising and integrated marketing communications programs for Saab; General Motors Corporation (Corporate Advertising); Delphi; Honeywell Consumer Product Group's Prestone, FRAM and Autolite divisions; Travel Michigan; Karmanos Cancer Institute; Nestle; Northrop Grumman; Matrixx; Bumble Bee; and a variety of other clients.

McCann Worldgroup is the world's largest multinational advertising agency system, with operations in 131 countries. It is part of the Interpublic Group of Companies, Inc. (NYSE: IPG) To find out more about McCann Erickson, visit its Web site at www.mccann.com.

About Courage First

Judge Michael A. Martone, a nationally recognized advocate against underage drinking, leads the Courage First Foundation and the Courageous Decision Program. In 1993, Judge Martone began the Courageous Decisions Program, which has been replicated by judges in 30 states and the District of Columbia. In the year 2000, it became the model for the National Judicial College Outreach Program and more than 150,000 kids have participated to date. Judge Martone has been profiled on the Today Show, Good Morning America, The Early Show, CNN Newsstand, and many magazines and newspapers across the country.  Courageous Persuaders is funded in part by a grant from the Michigan Office of Highway Safety Planning and Office of Juvenile Justice and Delinquency Prevention (OJJD).