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Community Action to Reduce Binge Drinking

Prevention Extension Workshop Series. Community Action to Reduce Binge Drinking. Brought to you by the Community Prevention Institute through its contract with the California Department of Alcohol and Drug Programs. Definition.

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Community Action to Reduce Binge Drinking

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  1. Prevention Extension Workshop Series Community Action to Reduce Binge Drinking Brought to you by the Community Prevention Institute through its contract with the California Department of Alcohol and Drug Programs

  2. Definition • Binge (High risk ) drinking is the consumption of alcohol to the extent that harmful consequences - health, academic, legal, and others - may be expected.

  3. Quantity and Frequency ofAlcohol Use • In 2002, 51 percent of persons aged 12 or older were current drinkers. • Current drinkers aged 12 to 17 and young adults aged 18 to 25 drank more drinks per day on the days they drank alcohol than adults aged 26 or older. • Current drinkers aged 18-25 were more likely to drive under the influence of alcohol during the past year than drinkers aged 26 or older. Source: The National Survey on Drug Use and Health, SAMHSA, Dec, 2003.

  4. Alcohol Use and Risks amongYoung Adults • Almost 2 in 5 young adults, aged 18-24, regardless of college enrollment, reported binge drinking. • Full-time students, aged 18-21 had higher rates of binge drinking than nonstudents (c. 40-60%) • Nonstudents, aged 18-21, reported binge rates of c. 30%-45%. Source: The National Survey on Drug Use and Health, SAMHSA, Dec, 2003.

  5. Alcohol Use and Risks amongYoung Adults • Non students were less likely than full-time students to use seat belts while driving • Non students were less likely than full-time students to drive while under the influence of alcohol Source: The National Survey on Drug Use and Health, SAMHSA, Dec, 2003.

  6. Alcohol Use and Risks among Young Adults • In 1999, 44% of college students reported binge drinking, the same rate as in 1993. • Nearly 70% of binge-drinking college students began binge drinking in high school. Source: Henry Wechsler, !999 College Alcohol Study, Harvard School of Public Health.

  7. Students Reporting Drinking In The Last 30 Days: • 20% of 8th graders • 35% of 10th graders • 49% of 12th graders Source: Monitoring the Future national results on adolescent drug use: Overview of key findings, 2002. (NIH Publication No. 03-5374). Bethesda, MD: National Institute on Drug Abuse.

  8. Frequent intoxication (5+ drinks per occasion within the last two weeks) • 12% of 8th graders • 22% of 10th graders • 29% of 12th graders Source: Monitoring the Future national results on adolescent drug use: Overview of key findings, 2002. (NIH Publication No. 03-5374). Bethesda, MD: National Institute on Drug Abuse.

  9. Second-hand Effects:Impact on the Individual • Unplanned/unprotected sex • Fights, sexual assault • Traffic & other injuries or fatalities • Damage to physical, cognitive & social development • School performance • Contributes to homicides/suicides

  10. Second-hand Effects:Impact on the Community • Vandalism and property damage • Increased noise, trash • Costs related to increased police calls, emergency/medical services, lost productivity, etc.

  11. EFFECTIVE PRACTICES AT THE COMMUNITY LEVEL 1 • Increased enforcement of MLDA (Minimum Legal Drinking Age) laws • Implementation, increased publicity, and enforcement of other laws to reduce alcohol-impaired driving • Restrictions on alcohol retail density NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/

  12. EFFECTIVE PRACTICES AT THE COMMUNITY LEVEL 2 • Increased price and excise taxes on alcoholic beverages • Responsible beverage service policies in social and commercial settings • Formation of a campus community coalition NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/

  13. PROMISING PRACTICES • Increasing publicity about enforcement of underage drinking laws/eliminating “mixed” messages • Provision of “safe rides” programs • Regulation of happy hours and sales NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/

  14. INEFFECTIVE PRACTICES • Informational, knowledge-based or values clarification interventions when used alone. NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/

  15. ENVIRONMENTAL STRATEGY CREATE POLICIES, NORMS AND LAWS WHICH AFFECT ENTIRE GROUPS OF PEOPLE WHERE THEY LIVE, WORK OR PLAY

  16. Environmental policies make it easier to do what’s safe and healthy and harder to do what’s unsafe and unhealthy

  17. Environmental policies Keep sending the same messages and thus create new norms

  18. FOCUS: individual behavior GOAL: personal control of alcohol TOOLS: education, treatment, small group activities WHO: professional & client/patient Lawrence Wallack et al. Media Advocacy and Public Health: Power for Prevention. Sage Publications, Newbury Park, CA, 1993. FOCUS: policy, laws, norms GOAL: community control of alcohol TOOLS: media and policy advocacy, social pressure WHO: shared/ community power INDIVIDUAL VS ENVIRONMENTAL CHANGE CHANGE

  19. ENVIRONMENTAL RISK FACTORS OF ALCOHOL • Easy access and availability • Low cost and taxes • Heavy advertising and promotion • Weak laws/Unenforced laws • High consumption/abusive drinking norms • Pro-alcohol media

  20. Easy Access & Availability • Sales to minors • High density of outlets (stores, bars) • Drive-in & gas station sales, home delivery • Unmonitored service (to minors or intoxicated drinkers, open bars) • Long sales hours

  21. Strategies to Keep Alcohol Cheap and Consumption Up • Low taxes • Cheap drinks: 2-for-1, all you can drink, discounts, free drink coupons • No tax on advertising • Shifting costs (e.g., to admission, food) - thus making each additional drink seem cheap or free

  22. Alcohol Advertising and Promotion Strategies • Equate alcohol with fun, sex, music, sports, adult glamour • Ignore harmful consequences • Fail to mention abstinence • Focus on individual responsibility • Present alcohol as a valued product produced by good citizens

  23. Actions to Target Youth • sponsor sports, music, festivals • billboards near schools & recreation • novelty items: clothing, sports equipment, promotional items, contests, websites • help to lower drinking age

  24. Norms That Increase Risk • It’s only alcohol, not drugs • Drink till you drop • Hospitality means lots of drinks • Kids have always drunk - look at me • Socializing and fun = alcohol • It’s all the responsibility of the individual drinker

  25. The alcohol industry uses the mass media to: • Promote its products and brands • Target current and potential drinkers • Gain influence (via advertising $$) to promote itself and its viewpoints • Blame youth and individual abusers • Downplay its role in politics and alcohol-related problems

  26. PRICING CONTROLS • RAISE EXCISE TAXES • RESTRICT PRICE PROMOTION • RESTRICT DISCOUNTS • INCREASE LICENSING FEES • INCREASE INFRACTION PENALTIES • ELIMINATE TAX EXEMPTION FOR ADVERTISING

  27. ACCESS CONTROLS - GENERAL • LICENSE OUTLETS WITH SERVER REQUIREMENTS • ABC LAWS • RESTRICT HOURS, DAYS, LOCATIONS, LOCAL PROHIBITION • RESTRICT OUTLET TYPES, NUMBER • RESTRICT SERVING PRACTICES

  28. ACCESS CONTROLS - GENERAL 2 • REQUIRE SERVER AND RETAILER TRAINING • SERVER LIABILITY LEGISLATION: -FOR SERVERS & RETAILERS -FOR ADULTS SELLING OR PROVIDING ALCOHOL TO MINORS • ELIMINATE SALES/SERVICE AT PUBLIC EVENTS OR LOCATIONS

  29. ACCESS CONTROLS - YOUTH • MINIMUM DRINKING AGE • GRADUATED LICENSING AND “ZERO TOLERANCE” LEGISLATION • SERVER LIABILITY • MERCHANT EDUCATION • ENFORCEMENT OF SELLING RESTRICTIONS

  30. ACCESS AND USE CONTROLS - DRIVING • DUI LAWS & ENFORCEMENT • OPEN CONTAINER LAWS • RESTRICT HOURS OF SERVICE • BAN DRIVE-IN, HOME DELIVERY AND GAS STATION SALES • INTERLOCK DEVICES

  31. ADVERTISING & PROMOTION CONTROLS • CONTROL CONTENT AND MEDIA • REDUCE POINT OF SALE MERCHANDISING • COUNTER-ADVERTISING • REDUCE SPONSORSHIP OF SPORTS AND MUSICAL EVENTS • HEALTH WARNING LABELS

  32. ADVERTISING AND PROMOTION CONTROLS 2 • BAN ADVERTISING IN OR NEAR SCHOOLS AND CAMPUSES • SCHOOL BANS ON WEARING OF CLOTHES WITH ADVERTISING • EDUCATE COMMUNITY ON COSTS OF ALCOHOL USE AND ABUSE

  33. ADVERTISING AND PROMOTION CONTROLS 3 • INCREASE TRUTH IN ADVERTISING • ADVOCACY, MEDIA EVENTS, EDUCATION ABOUT THE REALITY OF ALCOHOL USE AND PROMOTION • CONTROL “IMAGE” PACKAGING AND LABELING

  34. Youth are not the primary producers, promoters, distributors, sellers, or users of alcohol

  35. .............ADULTS AND ADULT BUSINESSES ARE [adult drinkers / brewers, distillers & wine producers / bars, taverns, restaurants / mass media / advertising / merchants / etc.]

  36. Youth can’t control . . . • Alcohol Prices • Alcohol Taxes • Alcohol Advertising & Promotion • Alcohol Sales and Distribution • Alcohol Laws & Regulations . . . . . . • or, the government, • voters or businesses that do control these

  37. communities can !!

  38. Priority Grid High Feasibility High Impact Low Impact Low Feasibility

  39. TARGET GROUPS • Whose behavior do you want to change? • May be multiple groups • What’s the rationale for your choice?

  40. POTENTIAL TARGET GROUPS • Policy makers • Media • General Public • Parents • Alcohol providers • Youth

  41. ACTION PLAN • What is the best way to achieve change? • What data do we need? • What is the issue?

  42. ACTION PLAN • Who must be mobilized? • What is the message? • Who can make the change?

  43. ACTION PLAN • What needs to be done? • Who will take action? • When?

  44. ELEMENTS OF ENVIRONMENTAL PREVENTION MODEL • Data • Community Organizing • Policy/Strategy Goal • Media Advocacy • Enforcement

  45. SAMPLE SCENARIO 1 MEDIA REPORTS ON STUDENT DRINKING AND BAR SPECIALS PARENTS & OTHER COMMUNITY MEMBERS CONTACT POLICY MAKERS CITY COUNCIL ENACTS ORDINANCE

  46. SAMPLE SCENARIO 2 POLICY MAKERS BAN DRINK SPECIALS PRICE OF DRINKS INCREASES YOUTH DRINK LESS VANDALISM DECREASES

  47. MEASURING PROGRESS • Public awareness • Media support • Policy change • Second Hand Effects • Drinking behavior

  48. NATIONAL DATA SOURCES • Monitoring the Future • National Survey on Drug Use and Health • NIAAA—College Drinking Prevention • Harvard School of Public Health, College Alcohol Study • SAMHSA—Clearinghouse

  49. LOCAL & STATE DATA SOURCES • California Healthy Kids Survey (CHK) • ASIPS/GIS mapping • Place of Last Drink (POLD) • SWITRS—California Highway Patrol • Police Department • Emergency Medical Services • Hospital Discharge Data

  50. NEXT STEPS • What will your next step be? • What resources are available? Free Technical Assistance is available through: Community Prevention Institute Phone: (916) 983-8929 • Fax: (916) 983-5738 www.ca-cpi.org Please see the TA request form in the front pocket of your binder! 33 MODULE 8/ Overhead 2/ Page 1

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