In the United States, The Century Council has developed two new programs in the past year. Ask, Listen, Learn: Kids and Alcohol Don't Mix was developed in partnership with Nickelodeon and is a new creative, multimedia program for middle school students. Designed by a team of specialist educators and psychologists, the interactive program helps parents have effective conversations about alcohol with their children, using accessible resources that include discussion booklets, public service announcements, and an interactive website. Ask, Listen, Learn continues The Council's long-standing commitment to American youth following Ready or Not: Talking With Kids About Alcohol in its English, Spanish and Native American versions.

Since underage drinking by girls has not reduced as much as it has by boys, the Council designed Girl Talk: Choices and Consequences of Underage Drinking for mothers and their teenage daughters. Designed to address the communication gap, Girl Talk features a brochure for mothers and a website, www.girlsanddrinking.org, designed to educate mothers about the important role they play in their daughter's decision to drink - or not to drink alcohol. Girl Talk has been featured on NBC's "Today Show" and CNN's "This American Morning," as well as in countless newspapers across the country. In Italy, we have undertaken an innovative collaboration with the Vatican, to promote messages of drinking in moderation through their literature, which has been made available to 1,300 schools.

In the United Kingdom, our advertising and packaging refers users to the Drinkaware website, which provides guidelines on daily consumption and on how to enjoy and respect alcohol as part of consumer lifestyles.

In Mexico, we support the TIPPS Program of interactive workshops to promote an overall culture of responsibility and moderation with respect to alcohol consumption. Our subsidiary in Mexico has also developed a web page to provide information and reference to the latest news regarding alcohol-related issues.

Through EFRD ( European Forum for Responsible Drinking) we are participating in many local educational projects in conjunction with third party associations eg parents groups and education authorities.