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The television commercials, billboards and radio spots use humor — such as bobblehead dads and post-apocalyptic mutant spiders — to encourage parents to take a more active role in preventing underage drinking.

Yet, few Utahns may realize the clever statewide advertising campaigns are paid for with dollars from wine, beer and liquor sales.

And as Utah's liquor revenue continues to grow at a record pace — so will the money going into the ParentsEmpowered.org campaign.

For many Department of Alcoholic Beverage Control employees, however, there is a twinge of envy over the money and prestige the state has given ParentsEmpowered.org, while forcing recent budget cuts that have taken a toll on workers who have long complained of low pay.

Several years ago, state lawmakers mandated that the DABC deposit 6 percent of the total gross revenue from the sales of liquor into a restricted account to be used for media and education campaigns to prevent underage drinking.

Since that provision was passed in 2012, the ParentsEmpowered.org budget has grown steadily from $1.7 million to $2 million. The estimate for 2016 is $2.2 million.

"As the sales increase, so does the campaign," said Doug Murakami, the DABC's director of alcohol education.

Last week, while presenting the ParentsEmpowered.org annual report, Murakami told the state liquor commission the campaigns — which also include messages in liquor stores and partnerships with groups such as the U.S. Ski Team — are helping reduce underage drinking.

While overall consumption and sales of liquor have increased 38 percent in the past decade, underage drinking has plunged, he said.

The number of children and teens who have tried alcohol in their lifetime has decreased 30 percent from 2005 to 2015, according to surveys taken by students in eighth, 10th and 12th grades. Nationally, there has been a drop of 21 percent.

Regular drinking — which is consumption in the past 30 days — has fallen 43 percent, the surveys show. Nationally, the 30-day rate has dipped 28 percent.

Binge drinking, which has been a big problem in Utah, also is down 43 percent in the past decade. Nationally, it has dropped 33 percent.

"Everyone plays a role," said Murakami, citing the group effort among ParentsEmpowered.org, law enforcement and legislative policies. "But awareness is key. We think parents are catching on and keeping their kids away from alcohol."

It was good news for liquor commission members, who were especially upset at an annual report released in October that showed deaths from drunken driving in Utah had nearly doubled in the past year. Deaths increased from 23 to 45, making it the highest rate in more than a decade.

But funding concerns have become more pronounced since July as the DABC has been trying to reduce its operating budget by $500,000 because of a cut from the Legislature. Everything from employee buyouts and attrition to cuts in security were on the table. The ParentsEmpowered.org account, however, is restricted and couldn't be touched.

"It's an interesting contrast in philosophy and shows the mindset of our Legislature when there is no balance in these competing and necessary programs: providing reasonable access to alcohol while protecting those who don't or shouldn't," said Brett Clifford, the retired wine buyer for state and vocal critic of the DABC and its policies.

Earlier this year, Sen. Karen Mayne, D-West Valley City, unveiled proposed legislation that would set the annual state budget for the DABC at 13 percent of gross liquor store revenues.

The stable funding source — free from the budgetary whims of the Legislature — is the best way to solve high turnover, low morale and a host of other problems that plague Utah's state–owned liquor stores, she said.

For the 2015-16 fiscal year, the DABC is operating with about 11 percent of gross sales. If the 13 percent level of funding had been approved, she said, it would have added at least $3 million to the DABC coffers.

Last week, after the liquor commission meeting, Sen. Jerry Stevenson, R-Layton, said he sees problems with Mayne's proposal, namely that it would set a precedent and other state departments would want the same budgetary treatment.

Critics, such as Clifford, say that's just legislative doublespeak.

"Can you think of another state agency running a retail operation?" he said. "I think not."

In the meantime, Utahns can expect to see more media campaigns to prevent underage drinking. Murakami said that while the state's overall underage drinking levels are low, there are areas that have rates as high as other urban regions across the country, including Salt Lake, Summit and Tooele counties and the Four Corners region.

To help target those areas, ParentsEmpowered.org has given $10,000 mini-grants to 12 communities this year.

"When we started this, our goal was to move the needle," he said, "and we're making progress."