Advocacy through Environmental Prevention

1. Advocacy through Environmental Prevention Putting It All Together Diane Riibe – Project Extra Mile, Omaha, NE and Underage Drinking Enforcement Training Center, PIRE

2. The Toll of Underage Drinking Alcohol kills 4X more kids under 21 than all illegal drugs combined. -PIRE, 2006 Those who start drinking before the age of 15 are 4X more likely to become alcohol dependent at some point in their lifetime. - Grant and Dawson, 1997 Source: FACE

3. Associated Costs –(2005) • Underage drinking costs U.S. citizens more than $60 billion each year. • Nearly 15% of alcohol sold in the country is consumed by underage drinkers. • These sales provide $3.6 billion yearly in profits to the alcohol industry. -PIRE, 2006 Totaling $19.8 billion in Sales

4. What’s Our Competition?

5. It’s This . . .

6. Alcopops And This . . .

7. Maybe This?

8. www.sparks.com

9. Connecting the Dots • A Look at Environmental Prevention • The Basics for Change • Assessing Your Community • Identifying Strategies • Enforcement, Policy and Media Advocacy, Involving Youth in the Process • The Need for Strong Coalitions to Effect Change

10. Environmental PreventionA New Way of Thinking About Youth Alcohol Use Environmental prevention removes the focus from individual behavior and attempts to impact the larger environment.

11. Public Health Model Agent Alcohol Individual Environment (Social and Community Context) Host Environment

12. ENVIRONMENTAL STRATEGIES Focus on policy and policy change Focus on social, political and economic context of A/R problems Long-term focus and policy development People gain power by acting collectively Individual as advocate INDIVIDUAL STRATEGIES Focus on behavior and behavior change Focus on relationship between individual and A/R problem Short-term focus and program development Individual does not usually participate in decision making Individual as audience Environmental Prevention

13. As You Start – Some Basic Tools • Alcohol is . . . • easy for youth to access • prominent in entertainment media • advertised in venues that reach youth disproportionately • cheaper than 30-40 years ago • ______________ • Kids get access from adults in social and retail settings Focus efforts on adults and engage entire society Reducing Underage Drinking: A Collective Responsibility 2003 Report to Congress The Surgeon General’s Call to Action To Prevent and Reduce Underage Drinking 2007

14. First, collect the data Consumption rates Attitudinal info Learn your laws and where there might be gaps Violations (procuring, sales to minor, MIP, etc.) Know what’s happening on the landscape of your community and state Who are the players? What are the issues w/i the community generally? Assess Your Community

15. Have some understanding of Marketing’s Four P’s: Product Price Place Promotion “Serves a goal to make decisions that center the four P's on the customers in the target marketin order to create perceived value and generate a positive response.” Source: www.netmba.com Assess Your Community Marketing Mix Framework

16. SAMHSA’s Strategic Prevention Framework Model Community Planning Tool

17. Essential Elements of Effective Prevention of ATOD Problems Overlap of Prevention Components

18. Identifying Strategies After you have played detective . . . • Enforcement • Policy • Media Advocacy • Involving Youth

19. Focus on Enforcement • Partnership between law enforcement and the community

20. The Case for Enforcement Partnerships • Tackling underage drinking without enforcement is not just difficult, it’s impossible • Enforcement should be the cornerstone of your community efforts • Enforcement equals prevention

21. Compliance checks Party patrols Fake ID enforcement Third-party transactions Source investigations Social host Shoulder taps Other? Enforcement Strategies

22. Sample Enforcement ResultsCalifornia TRACE Program (Target Responsibility for Alcohol Connected Emergencies) • The Department of Alcoholic Beverage Control (ABC) notified immediately of any death or serious injury involving underage drinking. • TRACE is a protocol wherein first responders to alcohol-related emergencies immediately notify ABC when an incident involves a person under 21 and alcoholic beverage. • ABC Investigators will conduct a simultaneous investigation to determine where the alcoholic beverages were acquired, purchased, or served. • Investigators will be alert to the collection of evidence that may indicate where the alcoholic beverage was obtained. • If the TRACE investigation determines that an ABC licensed location sold or furnished alcoholic beverages to a minor, the Department will file administrative action to suspend or revoke the license of that business. • The TRACE Protocol was developed by the Department of Alcoholic Beverage Control, Office of Traffic Safety, California Attorney General’s Office, California Highway Patrol, California Police Chiefs Association, and California State Sheriffs’ Association. Source: www.abc.ca.gov

23. Sample Enforcement ResultsSustained Effort with Coalition Support

24. Long-Term Change Through Policy • Provides opportunity for data and enforcement results to guide needed change • Needed as part of a comprehensive community effort • Good policies are needed in order to have effective enforcement • Policies can be formal or informal, local, at the statehouse or beyond

25. Outlet density and problem businesses Policies and practices around community festivals School policies Hours/days of sale Single container sales Use and Lose law Other? Policy Strategies

26. Confession

27. Annual 4-day music festival with 30,000+ attendees/day Environment encouraged excessive drinking, especially those under 21 Law enforcement, community coalition, health department ER docs, event planners, others, formed task force Sample Policy ResultsColorado’s Country Jam USA

28. Sheriff’s office, with DA’s office, formed multi-agency LE team Initiated intense media messaging campaign focusing on new policies/increased enforcement 2001 60 juvenile transports alcohol poisoning 3 MIP citations 2002 1 juvenile transport 152 MIP citations Sample Policy ResultsColorado’s Country Jam USA

29. MEDIA ADVOCACY The strategic use of media to advance a social or policy goal.

30. . . . is a piece of a larger puzzle aimed at changing community norms, policies, and practices. Media Advocacy . . .

31. Backgrounder Opinion Editorials Media Alerts News Conferences Call-to-Action Action Alerts Online Website Letters to Editor News Releases Radio PSAs Crisis Communications Media Tools Unpaid vs. Paid

32. Working with the Media Reporters want to hear what you have to say. You are the source, the expert, the person with the information they need to develop their story.

33. Media Advocacy Planning • Media advocacy is strategic in that it is always linked to a specific objective. • Help the media to frame the issue to support the desired policy/enforcement change. • Plan should be flexible and tailored around the change you want to see. • Using the news media as a tool is one tactic, not a complete strategy.

34. Engaging Youth in Environmental Prevention • Producing PSAs • Testifying before city council, liquor control board, legislative committee, school board, etc. • Interviews with media • Mentoring younger students on issue • Sticker shock at retail locations • Community scan • Other?

35. A formal, sustained commitment by several organizations to enhance each other’s capacity to a common mission by sharing risks, responsibilities and rewards. Dr. Fran Butterfoss Strong Coalitions Organizing, Action, Leadership

36. Coalition Functions • Information sharing and networking • Planning and coordination • Technical assistance and training • Advocacy Dr. Fran Butterfoss

37. Effective Coalitions • Provide skilled staff resources for technical assistance • Expand and develop a core of leadership • Design recognition and reward system • Maintain effective internal communications • Assure diversity Dr. Fran Butterfoss

38. Coalitions are Relationships

39. Play to your strengths Stay steadfast – long-term change takes a long time ‘Grow up’ advocates Don’t let hurdles keep you down Find a friend Fight the Good Fight

40. Resources • Enforcing Underage Drinking Laws Center – www.udetc.org – resources on enforcement operations and collaborations, community assessments, media and policy advocacy, and more. • How Do We Know if We Are Making a Difference? A Community Alcohol, Tobacco and Other Drug Indicators Handbook, Rosenbloom, D., et al 2005, Join Together. • The Coalition Impact: Environmenal Prevention Strategies, CADCA.

41. Thank you . . . for attending, for engaging, for really caring for kids. Diane Riibe Executive Director Project Extra Mile 11606 Nicholas Street Omaha, NE 68154 www.projectextramile.org diane@projectextramile.org