More than 148 million people watched part or all of Super Bowl LIV, making it the most-watched Super Bowl in history. Millions of those viewers are teenagers who watch not only the game but also ads for products containing alcohol. At Prevention Action Alliance, we were concerned about the effects of alcohol ads on youth across the U.S. So, we created the Big Bowl Vote to survey young people about what ads they remember seeing, which ones they liked, and what they liked about those ads. Consistently, ads for alcohol products have ranked among teens’ favorite ads. In fact, last year, youth overwhelmingly voted the Bug Light ad featuring Post Malone as their favorite for its humor and its use of a celebrity they recognize and admire. In the end, the Bud Light-Post Malone ad appealed more to youth than to adults.
The Big Bowl Vote gives educators the resources and strategies to teach media literacy, so students can understand, analyze, and guard against the influential power of advertisements for alcohol. The resources, ranging from tip sheets to exercises like Media Literacy Bingo, can be implemented in virtually any setting. The Big Bowl Vote aligns with the National Health Education Standards. The survey itself can be used to teach students to analyze the influence of media as a factor affecting health behaviors. The media literacy resources that are made available to participants of the Big Bowl Vote can be used to meet many more standards. Those resources can also be implemented as part of a larger curriculum; in fact, we recommend that media literacy be incorporated into classrooms rather than taught distinctly.
By teaching our kids to analyze ads and how they affect us, we can reduce the impact they have on our young people and reduce underage and binge drinking. So please consider joining us for the Big Bowl Vote on Monday, February 7, immediately after the Super Bowl.
The Big Bowl Vote helps young people to become critical consumers of information in our world today.
— Darren Hartberg
7th, 8th Grade Health Educator, Oregon Middle School