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Congratulations! You are about to become a part of something really big. You'll have a chance to be creative, make a difference in someone's life and have some fun. And maybe even win scholarship money and become famous.

THE PROBLEM
Drinking among teenagers today is a serious problem, and it's no wonder. The media is bombarding kids with glamorous but dangerous messages about alcohol. And it's all produced by adults. Like all the movies and TV shows with teenage jokesters taking over their parents' house for drunken parties. Like sports celebrities and movie stars who promote drinking.

THE SIMPLE SOLUTION
You are probably old enough and smart enough to see through all these messages, but some kids aren't. Something very powerful needs to be done to steer those kids away from alcohol. This is where you come in. Adults can't relate to kids the way other kids can. So we want you to grab your family or school video camera and produce a 30-second commercial that they will respond to.

MAKE A DIFFERENCE
You can have a lot of fun making your video and you might also make a difference. Since your video will be viewed by middle school kids as well as your high school peers, you have an opportunity to impact someone else's life. If your message hits home with one kid at the right time, it could save a life. If you're the grand prize winner and your commercial runs on TV, you could save a lot of lives.

THE JUDGING
To win, your commercial will have to be both creative and persuasive.

A panel at the Detroit Auto Dealers Association will review all entries to identify the most persuasive and creative ideas.  The top 60 will be evaluated by middle school students who will complete a questionnaire developed by McCann Erickson to measure how powerful they really are.  Middle school evaluation scores will be reviewed by our judges to select the winners from among the highest scoring commercials.

Decisions of the judges will be final. Your entry becomes property of Courageous Persuaders.