When Mom receives a text from her 10-year-old daughter, Luci, asking to go to a friend's house for a sleepover, she realizes she needs to talk to her about the dangers of underage drinking. But where does she begin? Listening to Mom's thoughts, we catch a glimpse of the sometimes difficult and awkward process most parents go through when trying to initiate a conversation about drinking. Mom finally seizes the moment to talk with Luci on the stairs of their home and advises her to say "no thanks, not my thing" if a friend ever offers her alcohol. Although it seems as if Luci is not listening, like most children, she really does hear what Mom is saying. SAMHSA's "Talk. They Hear You." Underage Drinking Prevention National Media Campaign aims to reduce underage drinking among youth ages 9 to 15 by providing parents and caregivers with information and resources they need to start addressing the issue of alcohol with their children early. "Talk. They Hear You." features a series of TV, radio, and print PSAs in English and Spanish. The PSAs show parents "seizing the moment" to talk with their children about alcohol. By modeling behaviors through these PSAs, parents can see the many "natural" opportunities for initiating the conversation about alcohol with their children. To learn more, visit http://1.usa.gov/13n1N4g.