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Posted on: May 4, 2021

Chesterfield Prevention Services Launches “Talk. They Hear You.”® Campaign

Mental Health Support Services Prevention Services

May 4, 2021

CHESTERFIELD, VA — Over 80 percent of young people ages 10 to 18 say their parents are the leading influence on their decision about whether or not to drink alcohol. Yet many parents do not have these important conversations. As part of our commitment to supporting local youth, Chesterfield County Prevention Services is pleased to once again, partner with the Substance Abuse and Mental Health Services Administration’s (SAMHSA) “Talk. They Hear You.”® campaign.

Working together, parents and caregivers will now have access to campaign materials and support aimed at equipping them with information, skills and confidence to talk with youths about the risks of underage drinking and substance use.

According to the 2018 National Survey on Drug Use and Health, alcohol continues to be the most widely misused substance among our nation’s young people. However, in recent years, other drugs, such as marijuana and prescription pain medication, have become increasingly prevalent among youths. Chesterfield is no different.

This national initiative is focused on raising parents’ awareness about the effects of underage drinking and empowering them to begin this important conversation with their kids. Talking to a child about alcohol can seem intimidating for some parents or caregivers, but using the Five Conversation Goals give parents a place to start the conversation.

The Five Conversation Goals: 

  1. Show you disapprove of underage drinking.
  2. Show you care about your child’s happiness and well-being.
  3. Show you’re a good source of information about alcohol.
  4. Show you’re paying attention and you’ll notice if your child drinks.
  5. Build your child’s skills and strategies for avoiding underage drinking.

Visit for more tips and information about this campaign. Parents can also download the “Talk. They Hear You,” mobile app to get tips and practice for this crucial conversation.

For more parenting support and classes, contact Mental Health Support Services Prevention Services, 804-768-7800 or visit

SAMHSA’s “Talk. They Hear You.”® campaign is a national media campaign with a host of useful resources for parents, including fact sheets, brochures, infographics, and public service announcements. 

Historically, the campaign has equipped parents with the knowledge and skills to increase actions that reduce and prevent underage drinking. Recently, it has expanded its messaging to include other substances, such as marijuana and prescription drugs. The campaign now offers resources to assist parents in talking with young children about those other drugs.

The Department of Mental Health Support Services, MHSS, is the provider of mental health, developmental disabilities and substance-use disorder services for children and adults in Chesterfield County. Prevention Services promotes individual, family and community behavioral wellness. It provides parent education, couples consultations, youth prevention programs, community education about mental health and suicide prevention, and consultation with early childhood providers.

The Substance Abuse and Mental Health Services Administration, SAMHSA, is the agency within the U.S. Department of Health and Human Services that leads public health efforts to advance the behavioral health of the nation. SAMHSA's mission is to reduce the impact of substance abuse and mental illness on America's communities.

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