Own Up is an industry sponsored campaign, and was first launched in spring 2012 by the Beverage Alcohol Community Information Council (BACIC) in collaboration with and funded by the Governor’s Office of Highway Safety. The campaign is a compliment to the various programs implemented by Arizona’s beverage-alcohol industry that seek to encourage a responsibility-mindset when it comes to alcohol. Own Up will target teens, parents, educators, local restaurants, bars and other influencers with in-school promotions, partnerships and resources to change the mindset about underage drinking and its far-reaching implications.