CMCA
COMMUNITIES MOBILIZING FOR CHANGE ON ALCOHOL (CMCA) is a multi-year project to reduce underage drinking by reducing teenagers access to alcohol and by establishing stronger community norms against underage drinking. The program, as defined by the grant that supports it, is focused on Adams and Williamstown, although because it is an environmental approach, its reach goes beyond those two towns to most of Northern Berkshire. CMCA is novel because it does not speak directly to youth. Rather, it addresses two groups of adults: parents, who are responsible for guiding their children; and young adults (age 19-25, approximately), who are often the procurers of alcohol for minors. The strategies for each town are guided by a strategy team from that town consisting of parents, teens, law enforcement, educators, civic leaders, and others who have a stake in this issue. To see the design of our 2008 promotional materials, click here. To view our two latest television commercials, click below. For more information or to get involved, contact Jenna Cece, Program Coordinator, at jcece@nbccoalition.org.