Presentation to the
Parliamentary Portfolio Committee for Health
14 March 2003
ARA VISION
To be the
representative authority
and policy making body
of the
South African Beverage Alcohol Industry
on the
SOCIAL ASPECTS OF BEVERAGE ALCOHOL
ARA MISSION
To protect the right and freedom of members
to trade and promote the responsible use of alcohol beverages,
as part of a healthy lifestyle,
among those who have already
taken the decision to consume beverage alcohol.
ARA PURSUIT OF VISION & MISSION
 Promote, support and encourage educational efforts
 Ensure responsible marketing:
advertising, packaging, promotion and selling
 Participate in dialogue with public health community
and other stakeholders
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Contribute in development of alcohol policy
Promote responsible alcohol policy for ARA member employees
Promote alcohol related research
Establish and maintain alcohol information resource base
Promote ARA vision and mission in the retail sector
ARA PURSUIT OF VISION & MISSION
Focus on
prevention and
target those most at risk and vulnerable
in respect of alcohol abuse
ARA HISTORY
1981
Loosely constituted Industry Forum
“To ensure objective scientific debate, problem
solving and policy making” – In regard to abuse of its products
1986
“FORUM”
Becomes Social Aspects of Alcohol Committee (SAAC)
of the Liquor Industry
1989
First full-time Director appointed
to implement SAAC objectives
1996
SAAC changes name to
Industry Association for Responsible Alcohol Use (ARA)
ARA CORPORATE MEMBERS
Distell
Douglas Green Bellingham
E Snell & Co.
Guinness UDV
Jonkheer
KWV
Mooiuitsig
SAB Miller
ARA LINKS
MEMBERSHIP OF ORGANISATIONS
- International Council on Alcohol & Addictions (ICAA) – Switzerland
- Centre for Information on Beverage Alcohol (CBA) – London
- Research Society on Alcoholism (RSA) - USA
- The Researcher-Practitioner Association of SA (SAR-PSA)
- The S A Alliance for the Prevention of Substance Abuse (SAAPSA)
- Foundation for Alcohol Related Research (FARR) – South Africa
ARA LINKS
AFFILIATE ORGANISATIONS
-
International Center for Alcohol Policies (ICAP) – Washington DC
The Portman Group - UK
STIVA - Netherlands
DIFA - Germany
The Amsterdam Group - Pan-European
The Canadian Center on Substance Abuse
The Century Council - USA
ESTABLISH AND MAINTAIN
ALCOHOL INFORMATION RESOURCE BASE
Member of Centre for Information on Beverage Alcohol (CBA)
Affiliated to:
 International Centre for Alcohol Policies (Washington)
 Canadian Centre on Substance Abuse
 Amsterdam Group (Brussels)
 Portman Group (London)
 Foundation for Alcohol Related Research
Attend international conferences:
 Research Society on Alcoholism (RSA)
 International Council on Alcohol and Addictions (ICAA)
 International Medical Advisory Group (IMAG)
PROMOTE ARA VISION & MISSION
IN THE RETAIL SECTOR
ASSOCIATE MEMBERS:
Allesverloren;
Baron & Quail Franchising;
Barrydale Co-operative Cellar;
Boschendal;
Brandvlei Co-operative
Brown-Forman Beverages Africa Ltd;
Cape Wine Cellars;
Cederberg Cellars;
Chamonix Wine Farm;
Coppools & Finlayson Int;
De Trafford Wines;
De Wetshof;
Du Toitskloof Co-operative;
Excelsior;
Glen Carlou Vineyards;
Groot Constantia;
Hartswater Wine Cellar;
L’Ormarins;
La Motte;
McGregor Winery;
Namibia Breweries;
Natal Wine Merchants;
Neethlingshof;
NMK Schulz Fine Wines & Spirits;
North Western Wine Merchants;
Oranjerivier Co-operative Wines;
Overgaauw;
Overhex Wine Cellar;
Paul Cluver Wines;
Perdeberg Co-operative;
Pernod Ricard South Africa;
Riebeek Wine Cellar;
The Reciprocal Wine Trading Co;
Rooiberg Winery;
Rustenberg;
Slanghoek Wine Cellar;
Spier Resort Management;
Stellenzicht Vineyards;
Vriesenhof; Waterford Wines;
Western Province Cellars;
The-Wine-of –the-Month Club;
Winkelshoek Cellar;
The Brewing Industry Association of SA;
SA Brandy Foundation
PROMOTE ARA VISION & MISSION
IN THE RETAIL SECTOR
 ASSOCIATE MEMBERS:
 THE SPAR GROUP (tops):
- 65 stores; target over 140 stores by end of 2003
PROMOTE, SUPPORT AND ENCOURAGE
EDUCATIONAL EFFORTS
1. Life-skills education:
schools Horizon Project; NW Province (ICAP sponsored); Curriculum 2005
2. Life-skills education:
adults sponsored research to establish needs of “parents”,
undertaken by IHTD
3. “Sensible drinking project” in trauma units:
sponsored pilot in Cape Metropole Region – currently rolling out
4. Road safety campaigns:
in support of Arrive Alive
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print campaign
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DRINK & DRIVE
Radio Campaign
Male
Male
Female
Double Vision
Friends
Barman
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print campaign
ARRIVE ALIVE
Print Campaign
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Other Print Campaigns
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ARRIVE ALIVE
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ARRIVE ALIVE
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ARRIVE ALIVE
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ARRIVE ALIVE
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ARRIVE ALIVE
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ARRIVE ALIVE
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ARRIVE ALIVE
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ARRIVE ALIVE
Print Campaign
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Examples of campaign
elements - poster in store
Christmas 1999 “Celebrate wisely. Do the wise
thing this festive season …”
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Examples of campaign
elements - tokens
Press ad
(wraparound - Mail & Guardian, City
Press, Sunday Times - “Make this the
safest Easter yet (Please see inside)”
Reflective arm bands
issued to pedestrians
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Examples of campaign
elements - breathalyser poster
Poster (Easter 1998) “Every time you drink and drive
you put your life and others at
risk . Do the responsible thing
this Easter …”
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Examples of campaign
elements - breathalyser poster
Poster (Easter 1999) “The only way to drink is
responsibly.
In the interest …
Every time you drink and drive
you put your life and others at
risk . Do the responsible thing
this Easter …”
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Examples of campaign
elements - press ad
Press ad (Easter 2000) “Every time you drink and drive
you put your life and others at
risk. So if you’re drinking this
Easter, be responsible. If you
are over the limit please get in
the passenger seat and make
these holidays the safest yet.”
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Examples of campaign
elements - participative lively
education
T Shirt worn by
CommutaNet staff (Xmas 2000)
“If you have been watching
watch your step”
Campaign accompanied by
star music tapes.
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Examples of campaign
elements - posters
Poster, Xmas 2000
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Examples of campaign
elements - posters
Billboard at taxi rank pedestrian awareness
(Xmas 2001)
Billboard at Du Noon taxi rank
facing road to alert motorists
of pedestrians (Xmas 2001)
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Examples of campaign
elements - websites,
Mr Delivery
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PROMOTE, SUPPORT AND ENCOURAGE
EDUCATIONAL EFFORTS
1. Life-skills education:
schools Horizon Project; NW Province (ICAP sponsored); Curriculum 2005
2. Life-skills education:
adults sponsored research to establish needs of “parents”,
undertaken by IHTD
3. “Sensible drinking project” in trauma units:
sponsored pilot in Cape Metropole Region – currently rolling out
4. Road safety campaigns:
in support of Arrive Alive
5. BUDDY Programmes:
universities and technikons since the late 1980’s;
focus: dangers of drinking and road use
CONTRIBUTE TO
ALCOHOL POLICY DEVELOPMENT
 On Road Transport Safety Board,
at the invitation of National Minister of Transport
 On W Cape Policy Development Panel,
at the invitation of MEC for Finance
 on Foetal Alcohol Syndrome (USA DoH)
at invitation of USA-SA Consultative Forum
 ANCYL Policy on Substance Abuse
 On W Cape committee examining cheap bulk wine issue,
at invitation of MEC for Finance
DIALOGUE WITH PUBLIC HEALTH
COMMUNITY & OTHER STAKEHOLDERS
1. Regular contact with national and provincial govt. officials
and departments on relevant issues
e.g. legislation; transport, social & health matters etc.
2. Regular liaison with alcohol research and public health community
e.g. SAIMR (now NHLS), WHO, SAR-PSA, SAAPSA, FARR
3. Liaison with NGOs
e.g. IHTD, SANCA, ADAPRRC
4. Participation in national and international conferences
e.g. ICAP, ICAA, RSA, SAAPSA, IMAG, TAG
PROMOTE
ALCOHOL RELATED RESEARCH
 MAJOR RESEARCH INITIATIVES:
- Adult life skills education
- Alcohol cost-benefit study
- Alcohol in pregnancy (FARR)
PROMOTE
ALCOHOL RELATED RESEARCH
 MAJOR RESEARCH INITIATIVES:
 CAPACITY DEVELOPMENT:
- Institute for Health Training & Development (IHTD)
for the training of trainers.
- Alcohol & Drug Abuse Prevention, Rehabilitation
& Research Centre (ADAPRRC)
under direction of Prof Solly Rataemane.
- FARR (Foundation for Alcohol Related Research)
under chairmanship of Prof Denis Viljoen.
- Post-graduate Research Fellowships at FARR since 1998.
FOUNDATION
FOR ALCOHOL RELATED RESEARCH (FARR)
 HISTORY OF ASSOCIATION:
1995 – funded FAS epidemiological study in W Cape
1996 – established FARR
with ongoing commitment on admin. costs
1996 – NIAAA sponsored site visit
of eminent alcohol scientists
1997 – 5 research projects launched
1997 – ARA Postgraduate Research Fellowship launched
FOUNDATION
FOR ALCOHOL RELATED RESEARCH (FARR)
 HISTORY OF ASSOCIATION:
 CURRENT STATUS:
- 17 research projects running or near completion
- Dr Nat Khaole and Dr Louisa Bhengu
completed p-g studies
FOUNDATION
FOR ALCOHOL RELATED RESEARCH (FARR)
 CURRENT PARTNERS / FUNDERS IN RESEARCH / PREVENTION:
-
NIAAA – National Institute on Alcohol Abuse & Alcoholism
University of Cape Town Medical School
University of Stellenbosch Medical School
NHLS – National Health Laboratory Services
MRC – Medical Research Council
DoH – Mental Health & Substance Abuse Directorate
Provincial DoH – W Cape, Gauteng, N Cape, E Cape
CDC – Centers for Disease Control
SAWIT – SA Wine Industry Trust
Kaiser Family Foundation
University of New Mexico
Indiana University School of Medicine
Wayne State University
University of Wisconsin
ENSURE RESPONSIBLE MARKETING
1. ARA Marketing Code:
Advertising, Packaging, Promotion and Media rules
2. ARA Code of Business Practice
3. Licensee Training programme:
curriculum development phase
4. Responsible Drinking campaign –
radio medium
Responsible Drinking
Radio Campaign
Fireman
We get the message
Can’t stop the bum rush
Morning after
Morning after
Morning after
Morning after
Morning after
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ENSURE RESPONSIBLE MARKETING
1. ARA Marketing Code:
Advertising, Packaging, Promotion and Media rules
2. ARA Code of Business Practice
3. Licensee Training programme:
curriculum development phase
4. Responsible Drinking campaign –
radio medium
5. Focus on underage drinking: Voluntary adoption of line:
“Not for sale to persons under the age of 18” on all advertisements
6. Multimedia campaign in preparation
ADVERTISING CAMPAIGN
(in progress)
Television Adverts
Print
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sleep
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surf
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Pedestrian
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Fight
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ARA POSITION:
MESSAGES ON LABELS
 Alcohol warnings and warning labels:
an examination of alternative alcohol warning messages
and perceived effectiveness
 De Carlo, T.E., R. Parrott, R. Rody and R.D. Winsor. J
of Consumer Marketing 1997, 14/6: 448-62
 Compared with the influence of family and friends
plus the impact of popular entertainment, advertising
is of secondary importance for drinking and drug taking behaviour
 Social judgement theory and marketing practice:
consumers divide into three categories
- those inclined to decide in your favour;
- those inclined to decide against;
- the uncommitted
ARA POSITION:
MESSAGES ON LABELS
 The Australia & New Zealand Food Authority’s reasons
for rejecting an application requiring labelling
of alcoholic beverages with a warning statement
 Does not necessarily change behaviour in “at risk” group
 Statements difficult to devise given complexity of issues
and known benefits of moderate consumption
 Simple direct comparison with tobacco not valid
 Far better to target “at risk” groups with campaigns
aimed at reducing alcohol-related harm
ARA POSITION:
MESSAGES ON LABELS
 The defeat of the ‘Dianne Yates Bill’ on health warnings in New Zealand
 “At risk” groups are least likely to heed warnings
 Warnings may contribute to increased abuse
through “forbidden fruit” mentality
 Ineffective in terms of chief purpose,
viz., discourage excessive drinking
 Better ways of educating people about alcohol
that specifically target “at risk” groups
ARA POSITION:
MESSAGES ON LABELS
 Extensive RSA based research fails to identify
lack of warnings / messages on labels as a risk factor
FARR:
poverty
poor education
poor nutrition
high parity
smoking
binge drinking
ARA POSITION:
MESSAGES ON LABELS
 ANC Youth League Policy on Substance Abuse
does not identify lack of warnings / messages on labels as a risk factor
 Developed over the period October 1998 and January 2001
 Formally adopted in April 2001
 Policy focuses on
- education to enable awareness of all aspects
- training
- early identification
- research
ARA POSITION:
MESSAGES ON LABELS
Workshop on alcohol abuse issues affecting wine farm workers did not identify lack of warnings / messages on labels as a risk factor
 Held in October 2000 under the auspices of SAWIT
 Risk factors identified similar to previously mentioned
 Interestingly, in needs and gap analysis, identified need
for roll out of priorities and objectives of National Drug Master Plan
Thank you