I like the inclusion of objectives on preventing alcohol problems, reducing both underage drinking and adult problematic drinking, and addressing the issue with both local efforts and a coordinated national strategy. After having coordinated community efforts to reduce adolescent substance use in an Illinois county, I recognize the value of local strategic prevention efforts, but that the strength of local efforts are limited by unfortunate national cultural influences of alcohol. I also recognize that adults establish many of the cultural attitudes and behaviors regarding underage drinking. A coordinated national strategy to reduce underage drinking and adult problematic drinking will support local community efforts in two important ways, 1) it will reduce the larger cultural negative alcohol influence which in turn will allow for greater impact of local efforts, and 2.) it will increase local leader and citizen support of local efforts. My suggestions for the national strategy are to include three approaches. First, reduce adolescent exposure to alcohol marketing. Second, implement policies that reduce adolescent alcohol use and adult problematic drinking. These policies could include increasing enforcement of prohibitions against sales to intoxicated patrons, mandating server training, reducing drinking and driving from patrons at bars, and increasing alcohol taxes, particularly for beer. Third, a national strategy should involve a national parent-targeted campaign, which could strongly benefit by utilizing the Needham ROI Model of advertising to either 1.) increase parental communication of clear family rules against underage drinking or 2.) to increase parental communication about alcohol in the media to increase adolescent media literacy. Such an attention on alcohol marketing will provide parents with a very clear starting point for parent-child alcohol communication, decrease the influence of adolescent exposure to alcohol marketing, focus the problem “upstream,” provide parents with a very clear threat to address, and act as it’s own cue to action. Utilizing the Needham ROI Model is particularly important as it allows for the campaign to capture and address parents’ core value of increasing their adolescents’ autonomy and control over outside negative influence. By promoting to parents that successful fulfillment of these core values will be supported by their engagement in parental behaviors to reduce underage drinking, it is logical that parents will increase their parental preventative behaviors and will decrease their approval or apathy of underage drinking. I would personally be passionate about working on such a campaign and conducting formative research on parents if anyone at SAMSHA or elsewhere would like to invite me to work on a parent-targeted national underage-drinking prevention campaign.