The annual 'Parents Matter' campaign is underway, as we get into the prom and graduation seasons.

Darcy Jensen of Prairie View Prevention Services in Sioux Falls says the effort is aimed at parents, to encourage them to talk with their children about the dangers of underage drinking and driving.

Jensen says since 2006, 62 South Dakota teenagers have been killed in alcohol-related crashes, but she says there is evidence the campaign is working:

Jensen says 165 south Dakota school districts, as well as some private schools, colleges and universities, are involved in the "Parents Matter" campaign. She says parents will receive campaign materials to help them have "the talk" with their children.