Sample Letter

Dear Editor:

A recent letter to this paper from an alcoholic beverage distributor [reference title and date of letter] is part of an ongoing PR campaign by Anheuser-Busch, the world's largest beer brewer, to deflect responsibility from its own role in this country's underage drinking problem.

The letter, similar versions of which have now appeared in newspapers across the country, promotes Anheuser-Busch's public education campaign aimed at adults, "Prevent, Don't Provide!" The letter cites a 2003 National Academy of Sciences Report finding that two-thirds of teens report getting alcohol from parents or other adults. What Anheuser-Busch and its distributors don't tell you is that the same report also called on alcohol companies to refrain from marketing practices that have substantial underage appeal and to take more care in placing ads to reduce youthful exposure. But, while Anheuser-Busch is encouraging adults to be more responsible, the maker of Budweiser and Bud Light exposed more than 25 million underage viewers to beer ads during the Super Bowl alone, and has used PG-13 films like Dodgeball and Sahara to market its brands. Their Web site features an animated video of dancing lizards, which seem to have replaced the talking Budweiser frogs once popular with kids.

Underage drinking is a big problem and there is plenty of responsibility to go around. But before Anheuser-Busch tries to earn brownie points by telling other people to "do their part" we think Anheuser-Busch should clean up its own act. Just for a start Anheuser-Busch should stay out of PG-13 movies and cut all the animal acts.

Sincerely,

[your name, address and phone number]