Each year, the Parents Matter Underage Drinking Awareness Campaign focuses on a specific area. In the past, Parents Matter has had parents who have lost a son or daughter to a drinking while driving crash as well as teens who had a significant injury talk about those experiences.
Parents Matter Campaign Coordinator, Darcy Jensen

Jensen says Parents Matter is a unique campaign because it’s South Dakota parents talking about the issue

When the campaign started in 2006, there was 174 youth that had an injury in a crash that was alcohol related. In 2015, that number was down to 64, with three fatalities, down from 13 in 2006.
Jensen says that parents who are planning on talking to their kids about the dangers of underage drinking should keep in mind it should be a conversation not a lecture

During April, South Dakota Schools will reach out to parents to help them talk to their kids through the Parents Matter Campaign. Parents are encouraged to “Take a Stand” and “Have the Talk.”