Adolescent Content Teams Up with New Mexico and Gen Z Creators to Combat Underage Drinking

Alcohol is the #1 most commonly used and abused drug by kids in the United States. It’s a sobering statistic that the State of New Mexico was looking to combat. That’s why the state’s department of transportation launched ZeroProof—a campaign that turned to gen Z creators to raise awareness about the dangers of underage drinking. 

The work was a collaboration between Albuquerque agency RK Venture and youth-focused agency Adolescent Content who brought together a variety of gen Z content creators.

ZeroProof launched in September on gen Z content creators social platform—an ideal outlet, given that 75% of teens said they were more motivated to drink after viewing pictures of their friends drinking on social media, according to research on the ZeroProof site. 

The first wave of executions included an ASMR-style video posted by gen Zer Britton who says, “Today we’re talking about underage drinking. I know you’re probably thinking; you’re older now, you’re starting to party hardy…shhh. Now all the cool kids are drinking it up. Well guess what guys—I’m here to tell you—they are not as rad as you think.”

Executions include coping suggestions to avoid the pressures of drinking. A low-key and relatable code-word spot by creator Rascon features two teens in conversation about using “pinetree-monkey-pineapple” as their cue to leave a party if the peer pressure to drink becomes too much.

Other videos include the popular style of using voice over while the subject is engaged in popular teen activity such as folding origami, drawing, solving a rubik's cube, manipulating slime, or crocheting.

Folding origami

Drawing

Rubik’s cube

Slime

Crochet

Last year, a similar content campaign racked up more than 800,000 views and was shared by many young people across the country, going far beyond the borders of New Mexico.