This is a responsible ad with a big message. It gives a simple statistic and puts it to life in the most effectively horrifying way that it can. When you think of "drinking before 15", you think of age 14. Not 8 or 10. But this happens more than people know. It lets unsuspecting parents in on a future their child might have that could be preventable. It doesn't list simple facts. It doesn't criticize all parents. It just creates an awareness for a situation that is often ignored.