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 Binge (High risk ) drinking is the consumption of alcohol to the extent that harmful consequences - health, academic, legal, and others may be expected. Quantity and Frequency of Alcohol 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. Alcohol Use and Risks among Young 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. Alcohol Use and Risks among Young 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. 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. 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. 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. 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 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. 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/ 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/ 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/ 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/ ENVIRONMENTAL STRATEGY CREATE POLICIES, NORMS AND LAWS WHICH AFFECT ENTIRE GROUPS OF PEOPLE WHERE THEY LIVE, WORK OR PLAY Environmental policies make it easier to do what’s safe and healthy and harder to do what’s unsafe and unhealthy Environmental policies Keep sending the same messages and thus create new norms INDIVIDUAL CHANGE 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. VS ENVIRONMENTAL CHANGE FOCUS: policy, laws, norms GOAL: community control of alcohol TOOLS: media and policy advocacy, social pressure WHO: shared/ community power 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 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 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 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 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 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 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 alcoholrelated problems PRICING CONTROLS RAISE EXCISE TAXES RESTRICT PRICE PROMOTION RESTRICT DISCOUNTS INCREASE LICENSING FEES INCREASE INFRACTION PENALTIES ELIMINATE TAX EXEMPTION FOR ADVERTISING ACCESS CONTROLS - GENERAL LICENSE OUTLETS WITH SERVER REQUIREMENTS ABC LAWS RESTRICT HOURS, DAYS, LOCATIONS, LOCAL PROHIBITION RESTRICT OUTLET TYPES, NUMBER RESTRICT SERVING PRACTICES ACCESS CONTROLS - GENERAL 2 REQUIRE SERVER AND RETAILER TRAINING SERVER LIABILITY LEGISLATION: -FOR SERVERS & RETAILERS -FOR ADULTS SELLING OR PROVIDING ALCOHOL MINORS TO ELIMINATE SALES/SERVICE AT PUBLIC EVENTS OR LOCATIONS ACCESS CONTROLS - YOUTH MINIMUM DRINKING AGE GRADUATED LICENSING AND “ZERO TOLERANCE” LEGISLATION SERVER LIABILITY MERCHANT EDUCATION ENFORCEMENT OF SELLING RESTRICTIONS 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 ADVERTISING & PROMOTION CONTROLS CONTROL CONTENT AND MEDIA REDUCE POINT OF SALE MERCHANDISING COUNTER-ADVERTISING REDUCE SPONSORSHIP OF SPORTS AND MUSICAL EVENTS HEALTH WARNING LABELS 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 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 Youth are not the primary producers, promoters, distributors, sellers, or users of alcohol .............ADULTS AND ADULT BUSINESSES ARE [adult drinkers / brewers, distillers & wine producers / bars, taverns, restaurants / mass media / advertising / merchants / etc.] 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 communities can !! Priority Grid High Feasibility High Impact Low Impact Low Feasibility TARGET GROUPS Whose behavior do you want to change? May be multiple groups What’s the rationale for your choice? POTENTIAL TARGET GROUPS Policy makers Media General Public Parents Alcohol providers Youth ACTION PLAN What is the best way to achieve change? What data do we need? What is the issue? ACTION PLAN Who must be mobilized? What is the message? Who can make the change? ACTION PLAN What needs to be done? Who will take action? When? ELEMENTS OF ENVIRONMENTAL PREVENTION MODEL Data Community Organizing Policy/Strategy Goal Media Advocacy Enforcement SAMPLE SCENARIO 1 MEDIA REPORTS ON STUDENT DRINKING AND BAR SPECIALS PARENTS & OTHER COMMUNITY MEMBERS CONTACT POLICY MAKERS CITY COUNCIL ENACTS ORDINANCE SAMPLE SCENARIO 2 POLICY MAKERS BAN DRINK SPECIALS PRICE OF DRINKS INCREASES YOUTH DRINK LESS VANDALISM DECREASES MEASURING PROGRESS Public awareness Media support Policy change Second Hand Effects Drinking behavior 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 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 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