Underage Drinking Public Information Program
TABC McAllen Focus Group and recommendations
for better media campaign

S&C was contracted to conduct an underage drinking focus group for parents
and young adults in the McAllen Texas area in order to determine why a
previous advertising/outreach campaign did not work in McAllen. S&C was
able to determine that the ad itself did not work, the media used and its form
of delivery were not effective at all. As a result of the focus group research
and our knowledge of advertising we were able to provide the Commission
with marketing recommendations for future advertising campaigns in Texas.