Billboard baby gets its message across

Deep River (WTNH) - A billboard in Deep River showing what appears to be a baby drinking from a bottle of beer is causing quite a stir, and that's exactly what the state wants.

The billboard was paid for by the Connecticut Department of Mental Health and Addiction Services. They're trying to get the message out about underage drinking.

"When you see it at first you are shocked - a baby with a beer bottle," said Rita Thorpe of Deep River.

"It kind of grosses me out that there's a baby drinking out of a beer bottle," said Cassie Stone of Westbrook.

The billboard also shows a couple of teenagers beer in hand surrounded by empties. Stone agrees that teen drinking is a problem that needs to addressed.

"I agree with it. Underage drinking is insane around here," she said.

At the nearby Our Bakery and Deli, the ad is one of the main topics of conversation.

"They have talked about it and it's causing a lot of controversy which is good because if people start talking they start doing stuff," said Our Bakery and Deli owner, Wayne Martin.

But Martin believes efforts need to go beyond the billboard.

"It's a good place to start get people talking but in reality just set the example you want to live," he said.

The ad campaign is successful in one respect; it does grab your attention but will it effect change?

"I hope so I think that if enough people see it they'll understand that it's not any safer when you're an infant than when you're 15. The message is getting across to you. It is to me but it always has to me whether it's on a billboard or not," Stone said.

Together We Can! designed the billboard.