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Presenters: Michelle Harvey Cheng Yang San Diego Youth Council

Presenters: Michelle Harvey Cheng Yang San Diego Youth Council .

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Presenters: Michelle Harvey Cheng Yang San Diego Youth Council

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  1. Presenters: Michelle HarveyCheng YangSan Diego Youth Council

  2. HISTORYThe San Diego Youth Council was founded in 2000 to provide key youth leadership for the San Diego County Policy on Youth Access to Alcohol. The Council is comprised of a diverse group of community leaders and youth from around San Diego County. The members of the Council are committed to reducing underage drinking through media and policy advocacy. • OUR GOALOur goal is to combat mixed messages about alcohol that youth hear everyday through radio, magazines, television, and billboard advertising.

  3. WHO LOSES? JOHN GASTALDO / Union-Tribune In the garage of one San Marcos home yesterday, friends signed their names and wrote messages to "Javi" - 15-year-old Javier Alvarez who died in a car

  4. WHO LOSES? • The social cost of underage drinking in the U.S. has been estimated at $53 billion including $19 billion from traffic crashes and $29 billion from violent crime.(National Academy of Science on Underage Drinking 2003) • 3 teens are killed each day when they drink and drive. At least 6 more die every day from other alcohol related causes. (NHTSA 2003)

  5. WHO WINS? • The short-term cash value of underage drinking to the alcohol industry was $22.5 billion in 2001—17.5% of total consumer expenditures for alcohol. • The combined value of illegal underage drinking and adult pathological drinking to the industry was at least $48.3 billion, or 37.5% of consumer purchases for alcohol in 2001.

  6. Solidifying Your Base • The more alcohol ads young people see, the more they drink. Communities with more alcohol ads have higher levels of youth drinking. Each additional dollar alcohol companies spend on advertising raises the number of drinks youth consume by 3 percent. Snyder, Leslie B., et al. (2006) “Effects of Alcohol Advertising Exposure on Drinking Among Youth.” Archives of Pediatrics and Adolescent Medicine 160(1), 18-24.

  7. Can it be helped? • Youth saw 48% more beer ads, 20% more distilled spirits ads in magazines, but 66% FEWER wine ads than adults in 2003.(CAMY.org 2004)

  8. Making sure they violate even their own guidelines

  9. Wall Street Journal In April 2006 San Diego County Youth Council appeared in a front page article in the Wall Street Journal. We worked with Wall Street Journal reporter Miriam Jordan on how the alcohol industry targets predominantly Hispanic neighborhoods with more alcohol billboards than other areas. We drove Miriam to neighborhoods where 4 and 5 billboards in a row were all Spanish language alcohol ads.

  10. San Diego County Youth Council Ad Campaign

  11. How Many People will see Youth Council Advertising from June-August 2006 ? Monthly Foot Traffic UTC La Jolla - 3,630,000 Fashion Valley - 5,205,000 Mission Valley - 3,498,000 Plaza Bonita - 3,174,000 (Foxmark Media 2005)

  12. Thank You!

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