RAMA – Responsible Alcohol Merchant Awards
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This environmental
prevention project
promotes
responsible alcohol
sales by merchants
to reduce youth
access to alcohol.
WHY do RAMA?

Directly addresses one of the main venues youth
report receiving alcohol from (fake Ids, shoulder
tapping, stealing, lack of identifying procedures)
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Positive, pro-active way to effect change in the
community at large

It is easy to scale this project to be a good fit for your
program (you choose WHEN to do it and how MANY
participants you want to take on)
Skills that Individuals and the
Chapter Develop & Use
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Public Speaking
Office Skills
Awareness of Laws,
Regulations,
Procedures & Policies
Assessment
Analysis
Writing
Ways We Have Modified
RAMA over the Years

We now have 2 tracks
for Winners (Honorable
& Exemplary)

We strategically use
RAMA to suggest and
reward merchants to
make specific changes
in their stores, i.e.
Merchant Committed
Partnerships that have come
out of RAMA

Jovenos Sanos
(Healthy Market
Make Over group in
Watsonville)

Store Make Over
CRITICAL PIECES
You need a reliable way to check the records of merchants you
will be working with…
- ABC
- Local Law Enforcement
Before you begin inviting merchants to participate, get law
enforcement &/ or your local ABC rep on board. Tell them about
the program and that you need them to verify merchants records
at the end of your interviews… you want to make sure you are
rewarding the right businesses!
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Determine the BENEFIT to the merchants before you approach
them (elevator pitch)
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This project REQUIRES ORGANIZATION to be successful!
Sure, it sounds interesting but
it’s gotta be A LOT of work…
•The RAMA section includes:

Check out the FNL
Road Map, the
appendix has an
entire section of
RAMA Materials
ready for you to use!
- Sample Work Plan/ Time Line
- Youth Training Materials
- Script for talking to Merchants
- RAMA Interview
- RAMA Rubric
- ABC Requirements
- RAMA Winners Letter
Call CFNLP @ 559-733-6496
for more info or help!