So much for just telling minors to "just say no."

In a new campaign that seeks to tamp down underage drinking, the Oregon Partnership and the Oregon Liquor Control Commission are bypassing minors and instead directing their message at a focus group that's usually of age: parents.

"There are a lot of anti-underage drinking campaigns, but what makes this one different is that it's really aimed at parents," says Oregon Partnership spokesman Pete Schulberg. "Those of us in the prevention field have learned that parents are the biggest influence on kids."

That's news to some of us.

But the "Face it, Parents" campaign, which got a $10,000 grant from the National Alcoholic Beverage Control Association, will be giving away materials like magnets, post-it notes, and posters at liquor stores around the state. They'll all be imprinted with a similar message: It's up to you, parents, to prevent premature boozing.

At some liquor stores, bottles will be sold already wearing removable signs with messages like, "[Insert child's name], at your age drinking is dangerous. So are really angry parents."