Global drinks force Diageo is backing the "We Don't Serve Teens" campaign, aimed at reducing teen access to alcohol, as it rolls out in Arizona.

"As we enter a new school year, we want to remind parents in Arizona and all over the country of their critical role in helping children make responsible decisions," said Amy Elliott, Director State Government Relations, Diageo. "We are pleased to support this programme as it provides parents the tools they need to initiate a conversation with their kids about the dangers of alcohol."

The campaign, created by the Federal Trade Commission and supported by the industry group The Century Council, includes a television public service announcement (PSA), print ad, lapel pins, cold case stickers, register signs and ceiling danglers in English and Spanish, distributed to retailers across the country for on-premise display.

A "We Don't Serve Teens" rally was held earlier this week at Tops Liquor store in Phoenix, Arizona. The campaign was first unveiled in October 2006.