The three leading causes of death for 15- to 24-year-olds are auto crashes, homicides and suicides. Alcohol is a key factor in all three. Sixty percent of all teen deaths in car accidents are alcohol-related — 8,000 deaths each year. Teenagers are bombarded with negative imagery. They are the largest group of frequent moviegoers, and they devour TV and commercial music. Irresponsible drinking by glamorous young celebrities defines pop culture today. As early as grade school, kids feel pressure to drink. The most powerful influence of all on them are their peers. While often encouraging risky behavior, the nominee saw potential for peer pressure to have a positive influence, if harnessed and directed. People who work in any occupation that involves an intensely creative process often experience a very subtle phenomenon. As they gather, analyze and interpret information about a subject, their attitude about it gradually changes. They begin to believe things they once doubted and accept things they once rejected. Courageous Persuaders seeks to replicate that creative process with a focus on the subject of underage drinking. It does it in a way that appeals to young people and impacts their thinking. Courageous Persuaders sets up a natural dynamic where peer pressure and the process of creativity combine to effectively discourage underage drinking. High school students create television commercials targeted at middle school students to warn them about the dangers of alcohol. They compete for scholarships, Courage Trophies and a chance for their commercial to air on TV. All of the participants get an invitation to a web-casted Hollywood-style awards show, complete with red-carpet interviews. In Courageous Persuaders, high schoolers must research, analyze and strategize on the subject of underage drinking. By engaging in this process, the students’ attitudes change and they develop a point of view no adult could successfully force on them. The high school students take it seriously, because they know their commercials are sent to middle schools where they are viewed by students who complete questionnaires to determine which are most persuasive. The winners are actually selected based on the effectiveness of the commercials in increasing their sensitivity to the dangers of alcohol. In late 2000 the nominee shared his idea with a district judge who was actively involved in fighting underage drinking. They introduced the program in two schools, and the concept immediately captured the imagination of the local media, school officials, even the state government. The competition continues to grow with virtually no operating capital, fueled by volunteer enthusiasm and the power of the idea. A local TV station and ad agency McCann Erickson contribute generously of their time and talent. They use PSA ads, education media and the internet to spread the word. Courageous Persuaders harnesses the creativity of youth to persuade other young people on a level that can save their lives. It inspires support from the community and educators, because it works, and because it is fun.