National Press Release

DETROIT, Jan. 21 /PRNewswire/ -- The Detroit Auto Dealers Association (DADA) today announced significant partnerships and program enhancements to the 2009 Courageous Persuaders Video Competition, and encourages students and academic advisors to move quickly to meet the entry deadline of February 11, 2009. The announcement was made by DADA President Barron Meade.

Courageous Persuaders is a competition-based scholarship program that invites high school students to create a 30-second television commercial about the dangers of underage drinking. The commercials are targeted toward middle school-aged children, with the winning entries aired on television and via streaming video on the www.courageouspersuaders.com Web site. The winning entry will also be shown in select Michigan Secretary of State (SOS) branches.

Highlighting program improvements is expanded support by the SOS. In addition to broadcasting the winning video and making brochures available in the branches, the video will be shared with driver education instructors and providers across the state, in an effort to reach out to the driving population most at risk -- young drivers.

"By using positive peer pressure to discourage underage alcohol use, Courageous Persuaders connects with teens in a way they can understand," said Secretary of State Terri Lynn Land. "At the Department of State, we are very pleased to support this fine program and its goal of protecting young people."

Additionally, it was announced that, with the help of the Secretary of State's Office, a new partnership has been established with the Michigan Sheriffs' Association, a statewide organization representing Michigan's 83 County Sheriffs. The partnership includes distribution of winning videos to each Sheriff's office for use in community meetings, and for use by sheriff's deputies who serve as school liaison officers for presentation to students.

Terry Jungel, MSA executive director, enthusiastically endorsed the program, saying, "As any sheriff can tell you, teenagers and alcohol are a deadly combination. Courageous Persuaders is to be commended for bringing this sobering message to kids when they are at an impressionable age and facing pressure to drink. These commercials, with their powerful doses of truth, can actually save lives."

The DADA Education Foundation also announced several changes to the Awards Ceremony, to be held on May 14, 2009 that will add to the excitement of this Oscar night-style event.

The Awards Ceremony will be held in its new location at the Troy Marriott, and will feature a strolling supper and enhanced awards presentation. Highlighting the evening will be a new Teen Party to follow the awards ceremony, hosted by Detroit area radio station WKQI 95.5.

These additional partnerships and awards ceremony improvements are part of the DADA's efforts to create a program that can significantly impact the serious problem of underage drinking.

"The enhancements to the Courageous Persuaders program and the partnerships that we have established will surely impact the thousands of young people who receive its message," said Barron Meade. "If we plant a seed with these kids, that they need to make smart choices in their lives, we will establish a foundation of positive choice that will surely flourish with their peers, and stay with them for their entire lives."

The Courageous Persuaders program was created in 2000 by Oakland County District Judge Michael A. Martone and John Barczyk, a local McCann-Erickson advertising executive. In 2007, the DADA became the primary sponsor and administrator of the Courageous Persuaders program through its DADA Education Foundation. Last year, the contest drew 624 entries from students in 47 states.

    Winning entries are eligible for the following scholarship awards:
    -- Grand Prize: $3,000
    -- First Place: $1,500
    -- Second Place: $1,000
    -- Third Place: $500

Additionally, special awards are also presented by Courageous Persuaders partners:

    -- USA Today Award: $1,000 -- chosen by the USA Today Detroit staff from
       among the most persuasive commercials, as judged by middle school
       students
    -- USA Today Courageous Leader Award -- presented to a special teacher for
       his or her extraordinary contribution to the Courageous Persuaders
       program
    -- New York festivals: $2,000 -- chosen based on the commercial's
       effectiveness to inform and inspire
    -- Adcrafter Award: $2,000 -- presented to the commercial that conveyed
       factual information about the dangers of alcohol use in the most
       persuasive and creative manner
    -- Lindsey Renee Cianciolo Family Memorial Scholarship: $3,000 -- two
       $1,500 Michigan-based scholarship winners
    -- State Farm Insurance: $1,000 - awarded to a Michigan-based entry

Winners are selected after several rounds of judging. During the first round, a panel from the Detroit Auto Dealers Association views the entries and identifies the top 60 contenders. Those entries are then reviewed by students at middle schools, who complete questionnaires. Results of the questionnaires determine the winners.

To view the winning commercials and/or enter the 2009 competition, visit the Web site at www.courageouspersuaders.com, or contact the DADA at (248) 643-0250.

About the DADA Education Foundation

The mission of the DADA Education Foundation is to promote excellence in education through quality programs and leadership. In addition to the Courageous Persuaders program, the Foundation also administers Automotive Education Day at the NAIAS, the NAIAS Poster Contest, and coordinates the Automotive Youth Educational Systems in Michigan, an industry-wide program to enhance a student's auto technician education.

About Detroit Auto Dealers Association (DADA)

The DADA was founded in 1907 by 17 local car dealers, and has grown to more than 250 member car and truck dealers who donate their time and resources to a host of community activities. Currently, the DADA members collectively employ more than 16,500 people.

Many members participate in the NAIAS, LLC, which is responsible for the production of the North American International Auto Show (NAIAS). The most significant charitable venture of the DADA is the annual NAIAS Charity Preview, which has raised more than $44 million for children's charities in southeastern Michigan since 1976. To find out more about Detroit Auto Dealers Association, visit www.dada.org. To find out more about the North American International Auto Show, visit www.naias.com.

About the Michigan Sheriffs' Association

The Michigan Sheriffs' Association is the oldest law enforcement organization in Michigan. Its mission is to ensure the safety and security of Michigan citizens by assisting the elected Sheriffs and their personnel in the development of resources and skills through education and training. For more information on MSA - or to support its mission by becoming a citizen member -- please visit www.michigansheriff.com.

SOURCE Detroit Auto Dealers Association