Download LDTL Project 2- Advertising Awareness

LDTL Project 2- Advertising Awareness- Alcohol and Tobacco
Marketing
Training Outline
ADVERTISING AWARENESS: How the alcohol and tobacco industry targets
“YOUTH” with their advertising and marketing strategies.
(Slide 1)
Note to Presenter: This PowerPoint presentation is a tool for you to use to train the youth
and/or adults who will be working with you on the Retailers Draw the Line Between Youth and
Alcohol project within your community. It includes information on advertising awareness, as well
as information on how the general media and specifically advertising by the tobacco and alcohol
industry, targets youth while marketing their products. It concludes with information and
instruction on how to conduct the CANS Survey, so that you can assist retailers in drawing the
line between youth and alcohol.
This training is broken up into 4 sections: Introduction of the Media and Who Their Target
Audience Is, How the Alcohol and Tobacco Industry Specifically Targets Youth, What We
Can Do to Draw the Line Between Youth and Alcohol and The CANS Survey Instruction. It
is intended to be a simple, fun and interactive tool that can be used to educate and increase
awareness among youth, your coalition and within your community. You are free to add or
update its content to include your own presentation style and community information and/or
trends. For your convenience, most slides have informational “Notes to the Presenter”,
“Instruction” on how to present the information. Some portions of this training include “Optional
Interactive Instruction”. These are interactive activities that can be used as time allows. The
minimal training can be implemented in approximately 45 minutes. However, if you have
additional time with your group to incorporate the “Optional Interactive Instruction,” your training
could become even more energetic and fun, but will extend to approximately 2.5 hours.
Additional Note to Presenter: Keep in mind that as you read through the notes and instruction
of this Power Point, the notes will not appear as you present it as a “slide show”. We encourage
you to make a copy of the notes for your reference and view the Power Point as a “slide show”
prior to presenting, so that you can familiarize yourself with the transition of each slide.
The RUaD Coalition hopes you will find this PowerPoint to meet your training needs and is
useful to your coalition and community.
(Slides 2-19)
Section 1: Introduction of the Media and Who Their Target Audience Is:
Note to Presenter: The start of this presentation will show logos or slogans of popular and
highly marketed products. The purpose of showing these images is to help your audience
identify how general media impacts us all and how we can easily identify what products are by
hearing a simple slogan or seeing images that represent a product. This portion of the training
concludes with tobacco and alcohol images. The end message is that tobacco and alcohol
companies are no different in their marketing strategies than other highly marketed products
and like many products, youth are their target population.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
Introduction of Section 1: (as you present the next 15 slides as a slideshow to your
audience) Show the image of each logo or slogan and have participants yell out what product
they believe each represents. Example: You say; “Get the Door! It's…” and participants yell out
“Dominos!” or simply show the Pepsi logo and audience yells out “Pepsi.”
Additional Note to Presenter: This is a primary place where you should familiarize yourself
with the transition of each slide in the “Slide Show” mode. This will help you make more sense
of how to present the content.
(Slides 20-21)
Optional Interactive Instruction: (This activity is intended as an optional activity and will
extend the time of your presentation by approximately 15 mins. We suggest you use it if you
are doing the extended presentation. If not, this slide and the next should be removed before
you present to avoid confusion to your audience.)
American Alphabet
Note to Presenter: The American Alphabet is an assemblage of the alphabet developed by
artist, Heidi Cody. It spells out the entire alphabet using the first letter and design of common
and highly marketed American products. Most consumers don’t realize that they are able to
identify a product just by seeing the first letter and design of such.
Materials: Copies of American Alphabet Handout (must be in color to get full effect) and 1
sheet of paper and 1 pen or pencil for each group.
Break your audience up into groups of 3-4 people each and pass out copies and/or have your
audience look to the image (on Power Point) of the “American Alphabet”.
Instruct groups to take 5-10 minutes to work together to see if they can come up with all the
correct products to match each letter of the alphabet.
A: ALL
B: BUBBLICIOUS
C: CAMPBELLS
D: DAWN
E: EGGO
F: FRITOS
G: GATORADE
H: HEBREW NATIONAL
I: ICE
J: JELLO
K: KOOLAID
L: LYSOL
M: M N M'S
N: NILLA WAFERS
O: OREO
P: PEZ
Q: Q-TIPS
R: REESE'S
S: STARBURST
T: TIDE
U: UNCLE BEN'S
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
V: V8
W: WISK
X: XTRA LAUNDRY DETERGENT
Y: YORK PEPPERMINT PATTIES
Z: ZEST
Source: based on artwork by Heidi Cody
(Slides 22-24)
Note to Presenter: The next few slides provide information on “who” the target audience is in
most advertising (youth) and how the alcohol companies are no exception in their marketing
strategies. They will provide facts on teens and advertising, and provide statements made by
specific alcohol and tobacco companies that support the claim that these companies do
purposely target youth in their advertising strategies.
Slide 24- There is a larger teen population today than ever before. Teens are exposed to
many more media influences than ever before. Teens have disposable income and are able to
spend money on whatever they want to spend it on. They are also highly influential in getting
their families and peers to spend money.
Additional Note to Presenter: You can present this information by reading the content from
the slides. This is another place in the presentation where you should familiarize yourself with
the transition of the slides in “slide show” mode prior to presenting.
Source: The Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg
School of Public Health; www.Camy.org
(Slide 25)
Optional Interactive Instruction: (This activity is intended as an optional activity and will
extend the time of your presentation by approximately 15 mins. We suggest you use it if you
are doing the extended presentation. If not using this activity, simply review the facts.)
Count the Ads Activity: This activity is written out as a script and can be followed along with
highlighted script.
Goal: to help youth identify how heavily impacted they are by advertising on a daily basis and
how we all are “walking billboards.”
Read fact from slide # 24: “Teens are exposed to an estimated 3,000 advertisements per day10 million by the time they are 18!”
Say to audience: “Wow… that is a lot of advertisements! What are some ways you are
exposed to this many advertisements on a daily bases? Especially if you are in school all day?”
Audience will respond: TV, Internet, Magazines, Billboards, Movies, Books ext…
Make an emphasis on clothing and shoes, instruct audience to: “Now, look around the room…
What are some ways you are being exposed to advertising right at this moment? What
advertising do you see in the room?” Allow time for response.
Ask for a volunteer in the room who is wearing a name brand pair of sneakers to put their foot
up on the table or visible for the rest of the audience and count how many ads are on just one
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
shoe (be sure to count the ads on each side, bottom, back and tongue) Now times that number
by two… because people generally wear 2 shoes.
Say to the audience: “Pick one item of clothing that you are wearing that has some sort of logo
on it and let’s pretend that we are going to charge these companies money for marketing their
products on a daily basis. Because, let’s face it… we are all walking billboards.” If time allows,
have a few participants share what item of clothing they are choosing.
“Count the number of ads on your item of clothing. For example, I have a pair of NIKES (or you
can use the example of the volunteer's shoe) that has 5 ads per shoe, totaling 10 ads per pair.”
Give time to count ads.
“Now, identify how many days per month you tend wear that item of clothing. For example, I
wear my NIKES 7 days per month.”
“Think of how much money you want to charge that company per ad, per month, for advertising
their product? For example, I plan to charge NIKE $10 per ad, per day to advertise their
product. This would be $10 multiplied by ten ads, totaling $100 per day. If I multiply this by the
7 days a month I wear my shoes I have a total of $700 a month that I will charge NIKE for
advertising their product.”
Finalize Activity: Have the audience do their own math and then encourage them to go home
and write out a real invoice, research the address of the companies they are advertising online
and mail off their invoices to those companies. The response should be fun, and who
knows??? Your audience might just make a buck or two???
(Slide 26)
Instruction: (Read Statement from slide) - Alcohol and Tobacco companies are NO different
in their Advertising Strategies…No matter what they say in public, the truth is… YOUTH are
their market!
Note to Presenter: From 2001-2003, youth in the United States were 96 times more likely per
capita to see an ad promoting alcohol than an industry ad discouraging underage drinking.
In fact, compared to underage youth, adults age 21 and over were nearly twice as likely per
capita to see advertising discouraging underage drinking.
Source: The Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg
School of Public Health; www.camy.org
(Slide 27)
Read Statements from slide- “They Said What???”
Note to Presenter: These are direct quotes from tobacco and alcohol companies that
contradict their claims that they don’t purposely target youth when marketing their products!
(Slide 28)
Instruction (read to audience): A Seattle restaurant had this ad published in a Seattle
newspaper as well as their online edition.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
The Liquor Control Board sent an officer to the restaurant to discuss the inappropriateness of
having a child drinking wine in a newspaper ad. The Lieutenant Governor, Brad Owen, member
of the Reducing Underage Drinking State Coalition, wrote a letter to the publisher explaining the
reasons why not to use an ad like this, and to encourage them to adopt a policy that screens
and excludes advertising that depict the use of minors.
The results from these actions: The restaurant stated they had not thought the ad was
advocating for underage drinking and would never use this ad again. The newspaper agreed to
more diligent reviews of their advertisements in the future.
(Slide 29)
Note to Presenter: This photo of a tot holding a beer bottle (Rainer Beer: often referred to as
“vitamin R”) was taken of a poster hanging in a Spokane night club. We are not sure what
action, (if any) was taken regarding this advertising. Just another example of how the public is
desensitized by the marketing of alcohol.
(Slide 30)
Note to Presenter: This is a message that will re-appear at the end of each section of this
Power Point presentation… In transitioning to the next section, it brings back the point that
although alcohol industries state they don’t specifically market to youth, their advertising tactics
clearly show that they do.
Source: the Center on Alcohol Marketing and Youth, (CAMY); www.camy.org
(Slide 31)
Section 2: How the Alcohol and Tobacco Industry Specifically Targets Youth
Note to Presenter: A growing body of research studies has shown that the more young people
are exposed to alcohol advertising, the more likely they are to drink or to increase their alcohol
consumption.
In addition, if young people like alcohol ads, they are more likely to have positive expectations
about alcohol use and intend to drink.
A study on the responses of young people to alcohol advertising found that underage youth are
drawn to music, animal and people characters, story and humor in alcohol advertising. Ads that
were liked by youth in the study were more likely to elicit responses from youth saying they
wanted to purchase the brand and products advertised. The three most popular alcohol ads
among youth in the study used animal characters as the leading actors.
A national study published in January 2006 concluded that greater exposure to alcohol
advertising contributes to an increase in drinking among underage youth. Specifically, for each
additional ad a young person saw (above the monthly youth average of 23), he or she drank 1%
more. For each additional dollar per capita spent on alcohol advertising in a local market (above
the national average of $6.80 per capita), young people drank 3% more.
The next few slides will show examples of product placement and how it impacts youth.
Instruction will be provided with slides as needed.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
(Slide 32)
Products Purposely Placed on Television Geared toward Youth…
Note to Presenter: There is a high level of product placement in PG and PG-13 movies and on
TV shows popular with teens. Youth exposure to alcohol advertising on U.S. television
increased 71 percent between 2001 and 2009, according to a report released by the Center on
Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health.
And, according to the Center on Alcohol Marketing and Youth, Hispanic youth ages 12 to 20
often saw and heard even more alcohol advertising per capita than other young people in their
age group. Marketing to youth in our fastest-growing ethnic population makes a lot of sense
from a business standpoint, and provides more evidence that the alcohol industry knows exactly
what they are doing!
Instruction: Share facts on the slide with audience and use Homer Simpson and Duff beer
images as another example of how adult products are developed and advertised throughout
programs popular among youth. Real Duff beer is now marketed by an Argentinean Company
and empty bottles are highly sought after and sold online for about $15 each. In as much,
Universal Studios sells a look-a-like Duff Beer energy drink which is popular among youth
attending the theme parks.
Source: www.CAMY.org
(Slide 33)
Exposed:
•
From May 2002 to May of 2006, 82% of all top grossing PG13 films contained the use of
tobacco and/or alcohol.
•
Two-thirds of all major children’s animated films include the use of tobacco and alcohol.
(Slide 34)
Advertisement placement exposed to youth…
Note to Presenter: This billboard was located in downtown Olympia, our State’s Capitol.
Instruction: Have audience notice that this is a very large billboard located on a bus route,
where youth are exposed to the advertising on a daily basis as they are on their way to and from
school.
Source: Washington State Coalition to Reduce Underage Drinking (RUaD).
(Slide 35)
Alcohol and tobacco purposely placed on store shelves next to other products that are
popular with youth…
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
Note to Presenter: Alcohol and tobacco products are often purposely placed on store shelves
at eye and access level of youth and right next to other products (such as soda and candy) to
evoke curiosity.
Additional note to Presenter: As your teams conduct the CANS surveys, you will be looking
for this within the stores you survey.
(Slide 36)
Placement at Sporting Events that are Enticing to Youth…
Note to Presenter: Alcohol is advertised at popular sporting events that are enticing to youth.
Children’s programming matches images. Tobacco use to advertise at many sporting events,
but now because their marketing is regulated by the FDA they are no longer able to do so.
Instruction: Some sporting events are sponsored by major alcohol companies and others are
used to highly market alcohol. The Budweiser car is one example in NASCAR. Can you think
of any others? (Super Bowl, Boxing, NBA Championships)
Source: RUaD
(Slide 37)
Popular Celebrity Endorsements Entice Youth…
Note to Presenter: Celebrities are used to endorse products which are appealing and become
“popular” among youth. Similar to the way Michael Jordan endorsed NIKE shoes and branded
his own line. Now a whole population of youth collects the new “Jordan’s” as they are released!
Alcohol Industry uses celebrity endorsements to desensitize youth into thinking that drinking is
not that big of a deal. Their favorite celebrities and artists drink and party and seem to be
having a great time, so why shouldn’t they?
Tobacco is no longer able to use celebrity endorsements, but the tobacco industry has been
known to provide incentives to celebrities if they choose to smoke their brands of cigarettes
during the filming of movies and/or on television shows. You will often be able to tell which
brand is being used because the package will be visible in the background of the television or
movie set.
(Slide 38)
Alcohol and Tobacco are often pitched as an important ingredient for parties or as a sign
of status, power or rebellion.
Note to Presenter: The next few slides review ways in which alcohol is “pitched” in its
advertising… through parties, to women, to men and to youth followed by an example “ad” that
can be examined by your audience. This information is then summed up with an Optional
Interactive Instruction which describes various tools used by the media when developing
advertising.
Instruction: Read over the content of each slide and ask the audience if they have other
examples they can think of as you review each.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
(Slides 39-40)
How do these companies target specific populations?? Women
Instruction: Read slide 39 and then examine the ads on slide 40. What message is it saying
to women? (That women deserve things simple, like men? That this brand will make them look
or feel “brilliant”? That smoking can help women to become or remain slim?”)
(Slides 41-42)
How do these companies target specific populations?? Men
Instruction: Read slide 41 and then examine the ads on slide 42. What messages are they
saying to men? (That this brand of beer is one that men must have for survival? That famous
athletes are still powerful and they drink? That men can drink regularly and still be fit and
active? That smoking makes a man feel “manly.”)
(Slides 43-44)
How do these companies target specific populations?? Youth
Instruction: Read slide 43 and then examine the ads on slide 44. What messages are they
saying to youth? (That it’s ok to wear clothing or have merchandise that looks cool or “childlike” but advertises adult products?)
(Slide 45)
Alcohol Products… Marketed Purposely to Youth!!!
Note to Presenter: The alcohol industry purposely markets products that are enticing to youth.
And at times youth and those selling the products aren’t even aware that the products on store
shelves contain alcohol. These energy drinks containing alcohol are one example of such.
Instruction: Recently the Washington State Liquor Control Board prohibited the sale of alcohol
drinks containing caffeine and other stimulants. The makers of Four Loco (and similar alcoholic
beverages) removed the caffeine from their beverages and have returned these products back
to store shelves, minus the caffeine. However, they still contain the same alcohol content and
enticing colorful cans that resemble popular energy drinks.
Notice the Rock Star image. Can you determine which drinks contains alcohol and which ones
don’t? The only difference is the number “21” on the front of the can. Many retailers were not
aware that this meant the beverage contained alcohol and were placing the product next to
regular energy drinks on store shelves and were selling them to youth without knowing they
were selling alcohol to minors.
(Slide 46)
Tobacco Products… Marketed Purposely to Youth!!!
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
Note to Presenter: Flavored tobacco was heavily introduced to the public in the early 2000’s
by the tobacco industry as an attempt to market a product that would be enticing to youth. This
strategy was implemented following strictly enforced marketing laws and regulations enforced
under the Master Settlement Agreement, which was imposed in 1998 after all 50 States sued
(and won) the tobacco industry for purposely marketing tobacco products to youth. In 2009
research identified that many of these products were indeed enticing youth to trying tobacco
products. Because of this, the FDA banned certain flavored tobacco.
According to the act… a cigarette or any of its component parts (including the tobacco, filter, or
paper) shall not contain, as a constituent (including a smoke constituent) or additive, an artificial
or natural flavor (other than tobacco or menthol) or an herb or spice, including strawberry,
grape, orange, clove, cinnamon, pineapple, vanilla, coconut, licorice, cocoa, chocolate, cherry,
or coffee, that is a characterizing flavor of the tobacco product or tobacco smoke
Any company who continues to make, ship or sell such products may be subject to FDA
enforcement actions. You are encouraged to report any company that sells cigarettes with these
certain characterizing flavors.
Instruction: Share the origination and history of flavored tobacco with your audience. Further,
share that although these products have been banned in our state, many of the products are still
being found on store shelves. Primarily the flavored cigars and cigar wraps (also known as
blunt wraps). As you conduct your CANS survey you will be looking to see if these products
exist in the stores you survey.
Source: www.fda.gov
(Slides 47-48)
Media Tools and Examples…
Instruction: Read over the Media Tools and Examples with your audience. If time allows do
the Optional Instructive Activity that follows.
(Slide 49)
Optional Interactive Instruction: (This activity is intended as an optional activity and will
extend the time of your presentation by approximately 30 minutes. We suggest you use it if you
are doing the extended presentation. If not using this activity, simply skip this activity.)
Media Tools
Materials: Poster Paper, Markers.
Break your audience up into groups and explain to them that many tactics are used when
marketing and advertising products. Review with them the next two slides, Media Tools and
Examples.
Instruct the groups to take 15 minutes to think up a fictitious product and develop a marketing
strategy using one or two of the tools to advertise their product. (The activity slide provides
examples of how this can be done.)
Have each group present their product to the rest of the audience and have the audience guess
which media tool each group used. Tell the kiddos to have FUN and BE CREATIVE!!!
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
(Slides 50-55)
Slide 50 - Examine Advertisements
Instruction: Review the next few alcohol and tobacco advertisements and ask your audience
to identify:





What messages is the industry attempting to send with these ads?
What do the models look like?
What colors and/or images are being used?
Who is being targeted with these messages?
What are the messages behind the slogans?
Slide 51 - Possible Message? Life is good if you are hanging out and drinking alcohol.
Women are often drawn to “light” beers and alcoholic beverages because it sells slimness to
them, similarly how the tobacco companies sell slimness to women by marketing specific
brands just for this purpose (re: Virginia Slims)
Slide 52 - Possible Message? If you enjoy the tropics and want to relax in the sun with a
smoke and drink in hand this may be a brand to try.
Additional Note to Presenter: This brand of cigarettes is one of the flavored cigarettes that is
supposed to be immediately banned and pulled from store shelves. An interesting fact about its
marketing is that Camel never had permission from the State of Hawaii or the island of Kauai to
use their name for marketing purposes. Because of this the State of Hawaii sued the markers
of Camel cigarettes for an undisclosed amount.
Slide 53 - Possible Message? It's game day? Two beers attached to video game controls
which is popular among youth.
Slide 54 - Possible Message? This ad just says “B Kool” and you assume by the way the
woman is looking back at the man with the cigarettes in his hand, that he must appear really
“cool.” Sending the message that you “look” cool if you smoke. Another interesting insight
about this image is the sign that states “Public Park.” A place where children often play.
Slide 55 - Possible Message? Notice the image on the left… It is a beer keg made up of
music CD”s (popular with youth). The second image depicts that this beer helps you to relax.
(Slides 56-62)
Slide 56 - Counter Ads
•
What should the messages really be saying?
•
Tell us the truth about what these ads should say about how alcohol impacts a young
person’s life!!!
Note to Presenter: Counter-advertising commonly is used to balance the effects that alcohol
advertising may have on alcohol consumption and alcohol-related problems. Such measures
can take the form of print or broadcast advertisements (e.g., public service announcements
[PSAs]) as well as product warning labels. They are also a fun and interactive way in which
youth can identify what messages are being portrayed through the media and then identify the
“truth” about what these messages “should” be saying!
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
Instruction: Review the next few counter ads with your audience.
Slide 57 - Message: This is a counter ad done by The San Diego Alcohol Policy Panel, which is
a coalition of volunteer community advocates who have come together to prevent binge and
underage drinking in San Diego County.
Source: www.alcoholpolicy panel.org
Slide 58 - Message: Use to be Joe Camel… Now Joe Chemo!
Slide 59 - Message: A Counter Ad image often used to counter the commonly used
advertisement message, that drinking is a “must” for social events. In fact, alcoholism is a very
lonely disease which often leads to social isolation.
Slide 60 - Message: A popular slogan by the makers of Marlboro cigarettes to get you to
choose their brand of cigarettes and the reality behind that message.
Slide 61 - Message: Absolute Clarity or Absolute End? Which is the truth?
Slide 62 - Message: Accidental deaths remain the #1 cause of death among people ages 15-24.
We know because of correlating stats, that alcohol plays a big role in this reality.
(Slide 63)
Optional Interactive Instruction: (This activity is intended as an optional activity and will
extend the time of your presentation by approximately 30 minutes. We suggest you use it if you
are doing the extended presentation.)
Counter Advertisement Activity
Materials: A variety of alcohol and tobacco ads (can be ripped out of magazines), Large sheets
of Construction or Poster Paper (1 sheet for each group), Markers.
Divide audience into groups of 4-6 members.
Allow each group to choose 1 alcohol advertisement from those you have ripped from
magazines.
Have groups review their ad and amongst themselves, answer the “Examine Advertisements”
questions: What messages are the alcohol companies attempting to send with the ad? What do
the models look like?, What colors and/or images are being used?, Who is being targeted with
these messages?
Instruct groups to then draw a counter ad on their poster paper and answer “Counter Ads”
questions: What should the message in the ad really be saying? Tell the truth about what using
alcohol really does to young people’s lives!!!
Have groups take turn presenting their real ads and counter ads to the rest of the audience.
SAVE THESE COUNTER-ADS! THEY ARE A GREAT RESOURCE TO HAVE WHEN
PRESENTING TO THE COMMUNITY!!!
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
(Slide 64-66)
Slide 64- “The Truth and Nothing But the Truth!!!”
Instruction: Review the facts from this slide with your audience.
Note to Presenter: There are incredibly important reasons to do everything we can to keep kids
from drinking or using tobacco products, at least until legal age.
•
According to National Institute on Alcohol Abuse and Alcoholism those who begin
drinking by age 15 are five times more likely to have alcohol problems when they are
adults.
•
Alcohol has a greater impact on the developing teen brain.
•
Drinking can be fatal. Alcohol is connected to the top three causes of teen death:
accidents, homicide, and suicide.
•
We know alcohol is #1 drug of choice for Washington’s youth.
Source: Institute of Medicine National Research Council, Washington State Healthy Youth
Survey and CAMY;
Slide 65- Note to Presenter: Just a funny depiction… The truth about Alcohol Marketing!!!
Slide 66- Transition to next section of the training.
(Slide 67)
Section 3: What We Can Do to “Draw the Line Between Youth and Alcohol”
Note to Presenter: This is the final section of this training and one of the most important. Now
that youth know what the alcohol and tobacco industry does to target them in making un-healthy
choices, we need to give them the tools to fight back. This section of the training will do just
that! It will give your audience tools and examples of how they can draw the line between youth
and alcohol by talking with friends and family, getting involved in their schools and/or
communities, never providing alcohol to minors and talking to retailers about their identification
check policies as well as their visual alcohol advertising. It will finalize with instruction on how to
conduct the CANS SURVEY.
(Slide 68)
Talk to Family and Friends…
Note to Presenter: This slide encourages your audience to talk to family and friends about
alcohol use and provides facts that can be used as discussion points.
Instruction: Read content of slide to audience. Have teens list other reasons why they choose
not to drink. Share the “Important Facts About Alcohol” listed below.
Important Facts About Alcohol: Although many kids believe that they already know
everything about alcohol, myths and misinformation abound. Here are some important facts to
share:
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
•
Alcohol is a powerful drug that slows down the body and mind. It impairs coordination;
slows reaction time; and impairs vision, clear thinking, and judgment.
•
Beer and wine are not "safer" than hard liquor. A 12-ounce can of beer, a 5-ounce glass
of wine, and 1.5 ounces of hard liquor all contain the same amount of alcohol and have
the same effects on the body and mind.
•
On average, it takes 2 to 3 hours for a single drink to leave a person’s system. Nothing
can speed up this process, including drinking coffee, taking a cold shower, or "walking it
off."
•
People tend to be very bad at judging how seriously alcohol has affected them. That
means many individuals who drive after drinking think they can control a car—but
actually cannot.
•
Anyone can develop a serious alcohol problem, including a teenager.
Good Reasons Not to Drink or Smoke. In talking about reasons to avoid alcohol, stay away
from scare tactics. Most young teens are aware that many people drink and use tobacco without
problems, so it is important to discuss the consequences of alcohol and tobacco use without
overstating the case. Some good reasons why teens should not use these substances:
•
Parents, you want your child to avoid alcohol and tobacco. Clearly state your own
expectations about your child’s drinking or tobacco use. Your values and attitudes count
with your child, even though he or she may not always show it. What parents may not
realize is that children say that parental disapproval of underage drinking or smoking is
the key reason they have chosen not to use.
•
Teens want to maintain self respect. Teens say the best way to persuade them to
avoid alcohol and tobacco is to appeal to their self-respect. Let them know that they are
too smart and have too much going for them to need the crutch of substances. Teens
also are likely to pay attention to examples of how substance use might lead to
embarrassing situations or events—things that might damage their self-respect or alter
important relationships.
•
Drinking is illegal. Because alcohol use under the age of 21 is illegal, getting caught
may mean trouble with the authorities. Even if getting caught doesn’t lead to police
action, the parents of your child’s friends may no longer permit them to associate with
your child.
•
Drinking can be dangerous. One of the leading causes of teen deaths is motor vehicle
crashes involving alcohol. Drinking also makes a young person more vulnerable to
sexual assault and unprotected sex. And while your teen may believe he or she wouldn’t
engage in hazardous activities after drinking, point out that because alcohol impairs
judgment, a drinker is very likely to think such activities won’t be dangerous.
•
Smoking is the #1 form of preventable death in our nation. Each year 440,000 people
die from tobacco related deaths. That’s more than accidents, suicides, drug over-doses,
murder, HIV-AIDS… Combined!!! In as much, the tobacco companies must recruit
5,000 new customers per day to replace the ones that have quit or died from tobacco
use. And they are not looking to recruit old people!!!
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
•
You may have a family history of alcoholism. If one or more members of your family
have suffered from alcoholism, your child may be somewhat more vulnerable to
developing a drinking problem. In as much, a person with addition running in their family
will have a greater chance of becoming addicted to any substance they use, including
tobacco!
•
Because you want to make healthy life-long decisions. The choices you make today
really will impact your future. If you are making healthy life choices today then the
chance that you will do so throughout your life is much greater!
Source: National Institute on Alcohol Abuse and Alcoholism (NIAAA)
(Slide 69)
Get involved… Join a Youth Group, Prevention Club or Community Coalition
Note to Presenter: Youth who are involved with prevention clubs or act as peer mentors are
less likely to abuse drugs or alcohol. In as much, as a method for sharing information and
knowledge, peer to peer mentorship and/or education has been shown to be very effective.
Research has shown that young people are more likely to listen to people like them. It is a basic
characteristic of humans as social beings. Peer educators are not only able to get information to
“hard to reach” peers but are also able to convert dry information into useful knowledge,
because they are able to understand the context in which their peers are best able to use that
information. And information provided in its proper context becomes knowledge, “…because
young people have best knowledge of their lives, situations and contexts, they speak the same
language in the same way and identify with the same cultural shorthand that often delineates
the margins of a subculture”. The act of sharing information between peer educator and the
young person benefits both parties, as each is able to learn from the other's life story and
personal experience.
Additional Note to Presenter: This is a primary place where you should familiarize yourself
with the transition of the slide in the “Slide Show” mode. This will help you make more sense of
how to present the content.
Instruction: The images on this slide are ones that share about prevention teams and clubs
throughout Washington State. Share them with your audience and use them as examples of
how your teens can get involved within their community. (note: each image will appear as you
click the mouse or enter button.)
Image #1: Students Against Destructive Decisions (SADD) Club from Shelton, WA. Receiving
a recognition award at the Washington State Prevention Conference.
Image #2: Teens Against Tobacco Use (TATU) team from Thurston County. This group was
responsible for presenting tobacco prevention education to every 5 grade class within their
county.
Image #3: Toppenish community connected the three high schools within their community with
a blue line during their “Lets Draw the Line” campaign.
Image #4: This is Prevention Coalition in Spokane County implemented a “Lets Draw the Line”
awareness event while ice-skating.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
Source: National Institute on Alcohol Abuse and Alcoholism (NIAAA). American Lung
Association, Teens Against Tobacco Use program. Lets Draw the Line; Facebook page.
http://www.facebook.com/l.php?u=http%3A%2F%2Fwww.letsdrawtheline.org%2F&h=iAQEISM
KY
(Slide 70)
Talk with your Legislator and Be an Advocate for Change in your Community…
Note to Presenter: One major factor of change is to educate local legislators and
representatives about the issues you are working on within your community and to gain their
support. In as much, advocacy is an important part of substance abuse prevention work. While
direct lobbying is prohibited for programs receiving state dollars, advocacy is about education
and promoting the good work we do in substance abuse prevention and control. The resource
below provides information about “Advocacy vs. Lobbying” which you can use as a guideline as
you promote your programs and good work.
Additional Note to Presenter: This is a primary place where you should familiarize yourself
with the transition of the slide in the “Slide Show” mode. This will help you make more sense of
how to present the content.
Instruction: Share image descriptions and “Advocacy vs. Lobbying” information. (note: each
image will appear as you click the mouse or enter button.)
Image #1: This prevention team combined with youth from Safe Streets Youth Leading Change
and Steilacoom High School met with their local Senator, Mike Carrel and asked him to commit
to “drawing the line, between youth and alcohol.”
Image #2: This is a Prevention Team from Pierce County that attended the State Prevention
Advocacy Day in Olympia (see the capital in the background). Advocacy Day is a specifically
selected day where youth prevention teams are encouraged to go to our states capital and
speak with their local representatives about the prevention issues their teams are working on.
The group in this photo educated state leaders about the harmful chemicals found in second
hand smoke, which is why they are wearing hazmat suits.
“Advocacy vs. Lobbying”
Advocacy: Speaking up, to plead a cause, make a case for another.
Lobbying: Attempts to influence decisions of legislators about a pending piece of legislation.
Discussing an issue is not lobbying.
Much of what you are likely to do is advocacy, not lobbying, and you can advocate for people,
programs, and issues you care about.
Lobbying is defined by state law as follows: “Attempting to influence the passage or defeat
of any legislation by the legislature of the state of Washington, or the adoption or rejection of
any rule, standard, rate, or other legislative enactment of any state agency under the state
administrative procedure act, chapter 34.05 RCW.” RCW 42.17.020
What activities can influence policy development that is not lobbying?
•
Providing information and education for policy makers.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
•
Education the general public about the importance of relevant substance abuse
issues.
•
Focusing on policy implementation. (Re: Working with law enforcement to
encourage active enforcement of current substance use control laws.)
•
Providing decision makers with technical assistance and model ordinances.
•
Providing the latest science and background information about the relevant issues.
•
Providing background and history about substance use issues and prevention
programs in your community.
•
Share local stories of substance use issues in your community.
•
Recruit others to assist in promoting your program.
•
Contributing informational and educational pieces in organizational newsletters.
•
Providing a program at local civic groups and spread the word about the great
work you are doing.
Sharing your successes!
Additional Note to Presenter: This is a primary place where you should familiarize yourself
with the transition of each slide in the “Slide Show” mode. This will help you make more sense
of how to present the content.
(Slide 71)
Adults, NEVER Provide Alcohol to a Minor!!!
Note to Presenter: Draw the line between youth and alcohol: Providing alcohol to minors is a
gross misdemeanor in Washington State, with a potential penalty of $5,000 and a year in jail. RCW 66.44.270
Instruction: Review information on slide with your audience.
RCW 66.44.270
Furnishing liquor to minors — Possession, use — Penalties — Exhibition of effects —
Exceptions.
(1) It is unlawful for any person to sell, give, or otherwise supply liquor to any person under the
age of twenty-one years or permit any person under that age to consume liquor on his or her
premises or on any premises under his or her control. For the purposes of this subsection,
"premises" includes real property, houses, buildings, and other structures, and motor vehicles
and watercraft. A violation of this subsection is a gross misdemeanor punishable as provided for
in chapter 9A.20 RCW.
(2)(a) It is unlawful for any person under the age of twenty-one years to possess, consume, or
otherwise acquire any liquor. A violation of this subsection is a gross misdemeanor punishable
as provided for in chapter 9A.20 RCW.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
(b) It is unlawful for a person under the age of twenty-one years to be in a public place, or to be
in a motor vehicle in a public place, while exhibiting the effects of having consumed liquor. For
purposes of this subsection, exhibiting the effects of having consumed liquor means that a
person has the odor of liquor on his or her breath and either: (i) Is in possession of or close
proximity to a container that has or recently had liquor in it; or (ii) by speech, manner,
appearance, behavior, lack of coordination, or otherwise, exhibits that he or she is under the
influence of liquor. This subsection (2)(b) does not apply if the person is in the presence of a
parent or guardian or has consumed or is consuming liquor under circumstances described in
subsection (4) or (5) of this section.
(3) Subsections (1) and (2)(a) of this section do not apply to liquor given or permitted to be given
to a person under the age of twenty-one years by a parent or guardian and consumed in the
presence of the parent or guardian. This subsection shall not authorize consumption or
possession of liquor by a person under the age of twenty-one years on any premises licensed
under chapter 66.24 RCW.
(4) This section does not apply to liquor given for medicinal purposes to a person under the age
of twenty-one years by a parent, guardian, physician, or dentist.
(5) This section does not apply to liquor given to a person under the age of twenty-one years
when such liquor is being used in connection with religious services and the amount consumed
is the minimal amount necessary for the religious service.
(6) Conviction or forfeiture of bail for a violation of this section by a person under the age of
twenty-one years at the time of such conviction or forfeiture shall not be a disqualification of that
person to acquire a license to sell or dispense any liquor after that person has attained the age
of twenty-one years.
Source: Washington State Coalition to Reduce Underage Drinking (RUaD), start talking before
they start drinking.
(Slide 72)
Talk to retailers about their Alcohol Advertising…
Note to Presenter: Talk to your retailers about Alcohol Advertising…
What are Washington’s alcohol advertising laws, and how do I file a complaint?
1.
WAC 314-52-015 states that alcohol advertising shall not:
•
Depict anyone under age 21 consuming alcohol
•
Suggest the presence of a child or appeal to a child or teen.
•
Mislead the consumer.
•
Imply that alcohol enhances athletic prowess, or refer to a known athlete.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
•
Promote over-consumption.
•
Imply that alcohol has curative or therapeutic effects.
2.
Outdoor advertising of alcohol is prohibited near schools, churches, and playfields (WAC
314-52-070).
3.
Alcohol advertising is prohibited in K-12 school publications or on radio/television if
connected with schools (WAC 314-52-030).
To report a violation or file a complaint, call the Liquor Control Board hotline, 1-888-838-3956, or
visit www.liq.wa.gov/enforcement/report_violation.aspx. When reporting, the Liquor Control
Board will need the following information:
1.
Name and address of the business or location where a potential violation has occurred.
2.
Your name, address and phone number if you want to know the results of the Liquor
Control Board investigation. Your personal information will not be shared. You may also
make anonymous complaints.
3.
A description of the alleged violation. For example: A billboard showing young people
drinking beer is located at 5th and Main which is within a block of the high school. Students
walk by it every day and school busses pass by when approaching the school.
4.
Description of the people involved, if appropriate. Once a complaint is made, a Liquor
Control Officer will investigate within 30 days.
For the complete text of the Washington Administrative Codes for alcohol advertising, go to:
www.leg.wa.gov, click on the tab Find Laws and Rules at top right, and under WACs, type in
314-52.
Instruction: Share the laws pertaining to outdoor alcohol advertising (listed above) and the
story below which describes the images shown on this slide:
When Brian McCrady, Cowlitz Substance Abuse Coalition Coordinator, noticed that the
windows of the Quick Stop convenience store in his neighborhood were covered with
large advertisements for alcohol, he wrote a letter to the owner, Charles Lim. In the letter,
Brian urged Charles to remove the signs in the windows, explaining that because Robert
Gray Elementary was nearby, schoolchildren who passed by every day were exposed to
the ads. To follow up on his letter, McCrady went back to the store to see if any alcohol
ads had been removed. “I took the follow-up photo during my visit and they have taken
down ALL the poster-sized advertising!” said McCrady. Charles Lim, who has owned the
store for two years, took the signs down last summer and does not plan to put them back
up. “Only one or two customers look for sales on alcohol, so taking down the signs has
not hurt business” said Lim. “Brian explained to us that putting so many alcohol signs in
the windows, and having beer for sale right next to the candy, can encourage children
and teens to drink”, added Lim. “Because of what Brian told us, and because alcohol and
other drugs have already caused problems here, we want to help our community.”
Pictured: LEFT TO RIGHT: Brian McCrady, Charles Lim and Hannah Morgan (youth member
of the Cowlitz Substance Abuse Coalition) at the Quick Stop store in Longview.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
Source: Washington, FOCUS Newsletter; May, 2009. Washington State Coalition to Reduce
Underage Drinking (RUaD.)
Additional Note to Presenter: This is a primary place where you should familiarize yourself
with the transition of each slide in the “Slide Show” mode. This will help you make more sense
of how to present the content.
(Slide 73)
Ask your local stores to check identification on alcohol purchases… for “EVERYONE”
Note to Presenter: It is important for retailers to know that stores which have a policy in place
to check all persons identification are less likely to sell alcohol or tobacco products to minors. In
as much, minors are less likely to attempt to purchase these products in stores where such
policies are in place.
(Slide 74-88)
Slide 74 - Section 4: Community Assessment of Neighborhood Stores (CANS) Survey
Note to Presenter: This final portion of the training is the CANS Survey Instruction. This is the
project your team will be working on with your “Lets Draw the Line Between Youth and Alcohol”
project implementation.
Instruction: Present the purpose of the CANS Survey to your audience. Let them know that
this is what your team will be working on with your “Lets Draw the Line Between Youth and
Alcohol” project implementation.
The purpose of the CANS Survey is to:
1.
To educate retailers of the ordnances pertaining to alcohol advertising and encouraging
them to adopt policies that discourage “mass” advertising and adopting policies to check
identification of all people purchasing alcohol, no matter the age.
2.
To identify targeted advertising and how much advertising is present in your neighborhood
stores.
3.
To contrast different advertising in different communities.
4.
To identify whether there is a relationships between unhealthy youth behaviors and storefront advertising.
Slide 75 - What is the CANS Survey??? (one page, two-sided form)
Slide 76 - “Inspection Record” asks for general information regarding the store you are
surveying.
Note to Presenter: When you conduct the CANS Surveys keep in mind that the front side of
the cans Survey (with the exception of “interior ads” at the bottom of section B) can be filled out
while the group waits outside for the lead to give the okay to enter the store.
Slide 77 - SECTION A: Community Environment”: As you conduct this portion of the survey
keep in mind that neighborhood stores are very important. They tend to be places where a lot
of people go. So we want them to be as safe and clean as possible.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
The Community Environment section of the survey asks that you do a quick assessment of what
exists near the store and what is happening outside the stores.
•
What schools are nearby?
•
Churches?
•
Parks?
•
Daycares?
•
Are kids hanging out there?
•
Graffiti or gang tags?
•
Clean parking lot or full of garbage… beer cans… cig. butts?
Slide 78 - SECTION B: Advertising- 3 parts
1. The first part talks about ads for products that might interest young people in general like
ice cream or school supplies. This just requires a checkbox if the store has these kinds
of ads on the outside of the store.
2. Next, there is a section that asks about tobacco and alcohol ads on the outside of the
store. If the ads exist, we want both the yes box to be checked AND the number of ads
to be recorded.
3. Finally, then, there is a section that asks about tobacco and alcohol ads on the INSIDE
of the store. Again, if the ads exist, we want both the yes box to be checked AND the
number of ads to be recorded.
Slide 79 - SECTION B continued: Back side of the survey continues the INDOOR Advertising
assessment. Look carefully on walls, ceiling, doors and even floors. Very little advertising
happens by chance. So if an ad is within 3 ½ feet of the floor, it’s purpose is to market to youth,
by placing its products at eye level of children. Also notice the placement of products and
displays. Are they located next to other items popular among youth? Close to entrance and
exits of the store? Are there footprint ads on the floor that lead you to appealing displays?
Further notice the product pricing.
Slide 80 - SECTION C: Healthy Food Choices: In many neighborhoods, people have to travel
a long distance to find fresh, healthy food. So an important piece of this survey is to determine
if stores in your community make fresh, health food available to people. The second section on
Page 2 is a series of check boxes about healthy food choices.
Slide 81 - SECTION D: Product Placement
Note to Presenter: For the questions in the final section, determine if the stores sells any of
the following high alcohol products that are purposely manufactured and marketed with youth in
mind:
* FourLoko
* Joose
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
* Blast
* Tilt.
If those products are for sale, check yes and write down which products you found.
Any other drug related accessories? Rolling papers, pipes or other unhealthy drug related
images?
Slide 82 - Section E: Photo’s and other notes
Note to Presenter: This section is for your team to document photos that were taken at each
store as well as any other findings you may have discovered as you were surveying the store.
This may be done at the time of the visit or when you meet back with the rest of your group to
debrief your experience.
Slide 83 - Preparing to Conduct the CANS Survey
Note to Presenter: The next few slides are instructions on preparing your Survey Teams and
tips on conducting the CANS Surveys.
Instruction: When meeting with your CANS Survey Team:
1.
Organize Survey Teams of no more than 4 members per group (per store) that will go to
stores and implement the CANS Surveys.
2.
Make a list of stores in your community that sell alcohol and organize your stores by
Neighborhoods (do not include bars or restaurants.)
3.
Decide which stores your team will survey and what day/time will work best.
4.
Before you approach the store:
–
Decide as a group who will talk to the clerk (youth leader or adult) first, and what they
will say.
–
Assign duties to the remaining group conducting the survey.
–
Be sure to bring a copy of the CANS Survey and any other resource materials you
have to leave with the store clerk for their reference.
Slide 84 - CANS Survey Team Assigned Duties
Instruction: Review duties listed on slide with audience.
Slide 85 - Conducting the CANS Survey…
Instruction: When conducting the CANS Survey:
1.
Have adult or youth leader enter store (alone) and introduce self and purpose of the
CANS Survey. In the meantime, the rest of the group
can begin their duties on section 1 of the outside portion of the survey.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
1.
When Adult or Youth Leader gives okay… The Survey Group may enter the store and finish
conducting the remaining portions of the survey
(REMEMBER to seek permission before taking photos on the inside of the store.)
2.
Thank store clerk and leave them with information about “Lets Draw the Line” campaign
and steps they can take to reduce alcohol
advertising and to adopt policies requiring all store clerks to check identification of anyone
purchasing alcohol, no matter their age.
Slide 86 - What Next??? Invite your local store to become recognized “Retailers Draw
the Line Between Youth and Alcohol.”
To be recognized as a Retailer who Draws the Line Between Youth and Alcohol, the retailer
must:
Have a Responsible Alcohol Sales policy; Train all employees to avoid sales to minors; Have
the following signs displayed:
•
Purchaser birth date sign at cash register
•
Let’s Draw The Line Between Youth and Alcohol window clings.
•
Have 4 or fewer alcohol signs on the outside of the store;
•
Place alcohol products 2 ft. or more from soda pop, candy, toys;
•
Ensure alcohol ads are at least 3 1/2 ft. above floor;
•
Have alcohol displays at least 10 ft. away from the front door;
•
Sign a Hero Card and invite employees to sign a card;
Slide 87- Retailers Draw the Line Between Youth and Alcohol will be recognized
•
Present them with a certificate acknowledging their participation;
•
Article or ad in a local newspaper listing participating stores;
•
List of stores and photos posted on the Let’s Draw the Line Facebook page;
•
Store managers recognized at the Chamber of Commerce meeting or other businessrelated event;
•
Other ideas that fit the local community.
Slide 88- When your project is finished…
Provide to RUaD Coalition:
•
Scan the following and send as email attachments:
•
Copy of all completed CANS surveys conducted;
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807
•
Copy of all completed Award Forms;
•
Copy of all press coverage that lists qualifying stores;
•
100 signed Hero Cards (separate and mark those signed by stores);
•
Photos of each participating store manager placed on Let’s Draw the Line Between
Youth and Alcohol Facebook page;
•
Copy of each employee-signed “Acknowledgement of Understanding” form;
•
Final report form.
Contact: Earlyse Swift
Email:
[email protected]
Phone:
(360) 725-3807