Parents and adolescents responded positively to the project and were engaged in the discussion and group activities. [...] Adolescents acknowledged that there is a culture of drinking in the province that has normalized drinking at all levels and that needs to be addressed to support healthier lifestyles and communities but this requires “engagement with adolescents and families” and “investment of [funds and resources] that has not been there in the past”. [...] Scot ia Ado lescents S E C T I O N. 2 :. I N T R O D U C T I O N. A N D. M E T H O D O L O G Y Individual characteristics associated with a greater risk of use and abuse include age (with use increasing during adolescence and peaking in mid to late 20’s); gender (with males more likely to use substances, but with a narrowing gender gap according to recent surveys); attitudes and beliefs about the [...] In order to move forward in addressing the cultural shifts identified and exploring the context of risk factors identified, NSHPP commissioned Focal Research to undertake qualitative research with adolescents and adults across the province to inform the development process. [...] Specifically NSHPP wished to obtain greater insight in the following areas: • Where, when, and why drinking occurs • How (and from whom and where) minors access alcohol • The role of alcohol in the context of adolescent culture • Perceptions about the risks associated with alcohol use • Perceptions and experiences pertaining to underage drinking • Parental influences and beliefs around adolescent