SIOUX FALLS, S.D. (KELO AM) - The new "Parents Matter" campaign focuses on South Dakota law enforcement and their unenviable task of telling parents that their son or daughter died in an alcohol related car crash.
Parents Matter Campaign Coordinator Darcy Jensen says sheriffs and officers from across the state urge parents to have the talk with their children about the dangers of drinking and driving.
New campaigns come out every spring coinciding with proms and graduation, typically a time when teens come under the pressure of drinking and driving. Jensen says while there have not been any fatal teen car accidents in Minnehaha or Lincoln Counties in the last year, there have been seven fatalities statewide
Minnehaha County Sheriff Mike Milstead is featured in the ads that will air in southeastern South Dakota. In a full video segment, Milstead is among other sheriffs and law enforcement officer that encourage parents to talk often with their children about the dangers of drinking and driving.
Milstead recounts having to go to the home of a Humboldt family to tell them their son died in alcohol related crash on the eve of high school graduation.
The campaign will provide print and video materials to 165 South Dakota school districts. The schools will ask parents to talk to their kids about underage drinking and driving. Research shows that parents are the #1 reason young people decide not to drink.