The goal of the Your Actions Matter campaign is to change the behavior of adults who think it is okay to give alcohol to minors, with participating Missouri liquor retailers playing a key role. In the original campaign in Illinois, teenagers created the campaign’s logo and slogan.
The ‘Your Actions Matter’ materials are designed to reinforce positive behavior. The vast majority of adults in Missouri do NOT give alcohol to minors nor do the majority of teens drink alcohol. By posting these positive materials in liquor establishments throughout Missouri, adults will be reminded that ‘preventing underage drinking is EVERYONE’s responsibility’.”