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Community Action to Community Action to Reduce Binge Reduce Binge

DrinkingDrinking

Community Action to Community Action to Reduce Binge Reduce Binge

DrinkingDrinking

Prevention Extension Workshop Series

Brought to you by the Community Prevention Institute through its contract with the California Department of Alcohol and Drug

Programs

DefinitionDefinitionDefinitionDefinition

Binge (High risk ) drinking is Binge (High risk ) drinking is the consumption of alcohol the consumption of alcohol to the extent that harmful to the extent that harmful consequences - health, consequences - health, academic, legal, and others academic, legal, and others - may be expected.- may be expected.

Quantity and Frequency ofQuantity and Frequency ofAlcohol UseAlcohol Use

Quantity and Frequency ofQuantity and Frequency ofAlcohol UseAlcohol Use

In 2002, 51 percent of persons aged 12 or older were In 2002, 51 percent of persons aged 12 or older were current drinkers.current drinkers.

Current drinkers aged 12 to 17 and young adults aged Current drinkers aged 12 to 17 and young adults aged 18 to 25 drank more drinks per day on the days they 18 to 25 drank more drinks per day on the days they drank alcohol than adults aged 26 or older.drank alcohol than adults aged 26 or older.

Current drinkers aged 18-25 were more likely to drive Current drinkers aged 18-25 were more likely to drive under the influence of alcohol during the past year under the influence of alcohol during the past year than drinkers aged 26 or older.than drinkers aged 26 or older.

Source: The National Survey on Drug Use and Health, SAMHSA, Dec, 2003.Source: The National Survey on Drug Use and Health, SAMHSA, Dec, 2003.

Alcohol Use and Risks amongAlcohol Use and Risks amongYoung AdultsYoung Adults


Almost 2 in 5 young adults, aged 18-24, Almost 2 in 5 young adults, aged 18-24, regardless of college enrollment, reported binge regardless of college enrollment, reported binge drinking.drinking.

Full-time students, aged 18-21 had higher rates Full-time students, aged 18-21 had higher rates of binge drinking than nonstudents (c. 40-60%)of binge drinking than nonstudents (c. 40-60%)

Nonstudents, aged 18-21, reported binge rates Nonstudents, aged 18-21, reported binge rates of c. 30%-45%.of c. 30%-45%.




Non students were less likely than full-Non students were less likely than full-time students to use seat belts while time students to use seat belts while drivingdriving

Non students were less likely than full-Non students were less likely than full-time students to drive while under the time students to drive while under the influence of alcoholinfluence of alcohol


Alcohol Use and Risks among Alcohol Use and Risks among Young AdultsYoung Adults

In 1999, 44% of college students reported In 1999, 44% of college students reported binge drinking, the same rate as in 1993.binge drinking, the same rate as in 1993.

Nearly 70% of binge-drinking college Nearly 70% of binge-drinking college students began binge drinking in high students began binge drinking in high school.school.

Source: Henry Wechsler, !999 College Alcohol Study, Harvard School of Public Health.Source: Henry Wechsler, !999 College Alcohol Study, Harvard School of Public Health.

Students Reporting Drinking In Students Reporting Drinking In The Last 30 Days:The Last 30 Days:

Students Reporting Drinking In Students Reporting Drinking In The Last 30 Days:The Last 30 Days:

20% of 8th graders20% of 8th graders 35% of 1035% of 10thth graders graders 49% of 12th graders49% of 12th graders

Source: Source: Monitoring the Future national results on adolescent drug use: Overview of Monitoring the Future national results on adolescent drug use: Overview of key findings, 2002. key findings, 2002. (NIH Publication No. 03-5374). Bethesda, MD: National (NIH Publication No. 03-5374). Bethesda, MD: National Institute on Drug Abuse.Institute on Drug Abuse.

Frequent intoxication (5+ drinks Frequent intoxication (5+ drinks per occasion within the last two per occasion within the last two

weeks)weeks)

Frequent intoxication (5+ drinks Frequent intoxication (5+ drinks per occasion within the last two per occasion within the last two

weeks)weeks)

12% of 8th graders12% of 8th graders 22% of 1022% of 10thth graders graders 29% of 12th graders29% of 12th gradersSource: Source: Monitoring the Future national results on adolescent drug use: Overview of key Monitoring the Future national results on adolescent drug use: Overview of key

findings, 2002. findings, 2002. (NIH Publication No. 03-5374). Bethesda, MD: National Institute on (NIH Publication No. 03-5374). Bethesda, MD: National Institute on Drug Abuse.Drug Abuse.

Second-hand Effects:Second-hand Effects:Impact on the IndividualImpact on the Individual

Second-hand Effects:Second-hand Effects:Impact on the IndividualImpact on the Individual

Unplanned/unprotected sexUnplanned/unprotected sex Fights, sexual assaultFights, sexual assault Traffic & other injuries or fatalitiesTraffic & other injuries or fatalities Damage to physical, cognitive & Damage to physical, cognitive &

social developmentsocial development School performanceSchool performance Contributes to homicides/suicidesContributes to homicides/suicides

Second-hand Effects:Second-hand Effects:Impact on the CommunityImpact on the Community

Second-hand Effects:Second-hand Effects:Impact on the CommunityImpact on the Community

Vandalism and property Vandalism and property damagedamage

Increased noise, trashIncreased noise, trash Costs related to increased Costs related to increased

police calls, police calls, emergency/medical services, emergency/medical services, lost productivity, etc.lost productivity, etc.

EFFECTIVE PRACTICES AT THE EFFECTIVE PRACTICES AT THE COMMUNITY LEVEL 1COMMUNITY LEVEL 1


Increased enforcement of MLDA (Minimum Legal Increased enforcement of MLDA (Minimum Legal Drinking Age) laws Drinking Age) laws

Implementation, increased publicity, and Implementation, increased publicity, and enforcement of other laws to reduce alcohol-enforcement of other laws to reduce alcohol-impaired driving impaired driving

Restrictions on alcohol retail densityRestrictions on alcohol retail density

NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/U.S. Colleges.” www.collegedrinkingprevention.gov/



Increased price and excise taxes on Increased price and excise taxes on alcoholic beveragesalcoholic beverages

Responsible beverage service policies in Responsible beverage service policies in social and commercial settings social and commercial settings

Formation of a campus community Formation of a campus community coalition coalition

NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of NIAAA Task Force on College Drinking, (2002),“A Call to Action: Changing the Culture of Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/Drinking at U.S. Colleges.” www.collegedrinkingprevention.gov/

PROMISING PRACTICESPROMISING PRACTICESPROMISING PRACTICESPROMISING PRACTICES

Increasing publicity about enforcement of Increasing publicity about enforcement of underage drinking laws/eliminating underage drinking laws/eliminating “mixed” messages “mixed” messages

Provision of “safe rides” programsProvision of “safe rides” programs Regulation of happy hours and salesRegulation of happy hours and sales


INEFFECTIVE PRACTICESINEFFECTIVE PRACTICES INEFFECTIVE PRACTICESINEFFECTIVE PRACTICES

Informational, knowledge-based or Informational, knowledge-based or values clarification interventions when values clarification interventions when used alone.used alone.


ENVIRONMENTAL ENVIRONMENTAL STRATEGYSTRATEGY

ENVIRONMENTAL ENVIRONMENTAL STRATEGYSTRATEGY

CREATE POLICIES, NORMS CREATE POLICIES, NORMS AND LAWS WHICH AFFECT AND LAWS WHICH AFFECT ENTIRE GROUPS OF PEOPLE ENTIRE GROUPS OF PEOPLE WHERE THEY LIVE, WORK WHERE THEY LIVE, WORK OR PLAYOR PLAY

Environmental policies make Environmental policies make it easier to do what’s safe and it easier to do what’s safe and

healthy and harder to do healthy and harder to do what’s unsafe and unhealthywhat’s unsafe and unhealthy

Environmental policies make Environmental policies make it easier to do what’s safe and it easier to do what’s safe and

healthy and harder to do healthy and harder to do what’s unsafe and unhealthywhat’s unsafe and unhealthy

Environmental policiesEnvironmental policiesEnvironmental policiesEnvironmental policies

Keep sending the same Keep sending the same messages and thus messages and thus create new normscreate new norms

INDIVIDUAL VS INDIVIDUAL VS ENVIRONMENTAL ENVIRONMENTAL

CHANGE CHANGE CHANGE CHANGE

INDIVIDUAL VS INDIVIDUAL VS ENVIRONMENTAL ENVIRONMENTAL

CHANGE CHANGE CHANGE CHANGE FOCUS: individual FOCUS: individual

behavior behavior GOAL: personal control of GOAL: personal control of

alcohol alcohol

TOOLS: education, TOOLS: education, treatment, small group treatment, small group activitiesactivities

WHO: professional & WHO: professional & client/patientclient/patient

Lawrence Wallack et al. Lawrence Wallack et al. Media Advocacy and Public Health: Power Media Advocacy and Public Health: Power for Prevention.for Prevention. Sage Publications, Newbury Park, CA, 1993. Sage Publications, Newbury Park, CA, 1993.

FOCUS: policy, FOCUS: policy, laws, normslaws, norms

GOAL: community GOAL: community control of alcohol control of alcohol

TOOLS: media and TOOLS: media and policy advocacy, policy advocacy, social pressuresocial pressure

WHO: shared/ WHO: shared/ community powercommunity power

ENVIRONMENTAL RISK ENVIRONMENTAL RISK FACTORS OF ALCOHOLFACTORS OF ALCOHOLENVIRONMENTAL RISK ENVIRONMENTAL RISK FACTORS OF ALCOHOLFACTORS OF ALCOHOL

Easy access and availabilityEasy access and availability Low cost and taxesLow cost and taxes Heavy advertising and promotionHeavy advertising and promotion Weak laws/Unenforced lawsWeak laws/Unenforced laws High consumption/abusive drinking normsHigh consumption/abusive drinking norms Pro-alcohol mediaPro-alcohol media

Easy Access & Availability Easy Access & Availability Easy Access & Availability Easy Access & Availability

Sales to minorsSales to minors High density of outlets (stores, bars)High density of outlets (stores, bars) Drive-in & gas station sales, home Drive-in & gas station sales, home

deliverydelivery Unmonitored service (to minors or Unmonitored service (to minors or

intoxicated drinkers, open bars)intoxicated drinkers, open bars) Long sales hoursLong sales hours

Strategies to Keep Alcohol Cheap Strategies to Keep Alcohol Cheap and Consumption Upand Consumption Up

Strategies to Keep Alcohol Cheap Strategies to Keep Alcohol Cheap and Consumption Upand Consumption Up

Low taxesLow taxes Cheap drinks: 2-for-1, all you can Cheap drinks: 2-for-1, all you can

drink, discounts, free drink coupons drink, discounts, free drink coupons No tax on advertisingNo tax on advertising Shifting costs (e.g., to admission, Shifting costs (e.g., to admission,

food) - thus making each additional food) - thus making each additional drink seem cheap or free drink seem cheap or free

Alcohol Advertising and Alcohol Advertising and Promotion StrategiesPromotion Strategies

Alcohol Advertising and Alcohol Advertising and Promotion StrategiesPromotion Strategies

Equate alcohol with fun, sex, music, Equate alcohol with fun, sex, music, sports, adult glamour sports, adult glamour

Ignore harmful consequences Ignore harmful consequences Fail to mention abstinenceFail to mention abstinence Focus on individual responsibilityFocus on individual responsibility Present alcohol as a valued product Present alcohol as a valued product

produced by good citizensproduced by good citizens

Actions to Target YouthActions to Target YouthActions to Target YouthActions to Target Youth

sponsor sports, music, festivalssponsor sports, music, festivals billboards near schools & recreationbillboards near schools & recreation novelty items: clothing, sports novelty items: clothing, sports

equipment, promotional items, equipment, promotional items, contests, websitescontests, websites

help to lower drinking age help to lower drinking age

Norms That Increase RiskNorms That Increase RiskNorms That Increase RiskNorms That Increase Risk

It’s only alcohol, not drugsIt’s only alcohol, not drugs Drink till you dropDrink till you drop Hospitality means lots of drinksHospitality means lots of drinks Kids have always drunk - look at meKids have always drunk - look at me Socializing and fun = alcoholSocializing and fun = alcohol It’s all the responsibility of the individual It’s all the responsibility of the individual

drinkerdrinker

The alcohol industry uses the The alcohol industry uses the mass media to:mass media to:

The alcohol industry uses the The alcohol industry uses the mass media to:mass media to:

Promote its products and brandsPromote its products and brands Target current and potential drinkers Target current and potential drinkers Gain influence (via advertising $$) to Gain influence (via advertising $$) to

promote itself and its viewpoints promote itself and its viewpoints Blame youth and individual abusersBlame youth and individual abusers Downplay its role in politics and alcohol-Downplay its role in politics and alcohol-

related problemsrelated problems

PRICING CONTROLSPRICING CONTROLSPRICING CONTROLSPRICING CONTROLS

RAISE EXCISE TAXESRAISE EXCISE TAXES RESTRICT PRICE PROMOTION RESTRICT PRICE PROMOTION RESTRICT DISCOUNTSRESTRICT DISCOUNTS INCREASE LICENSING FEESINCREASE LICENSING FEES INCREASE INFRACTION PENALTIESINCREASE INFRACTION PENALTIES ELIMINATE TAX EXEMPTION FOR ELIMINATE TAX EXEMPTION FOR

ADVERTISING ADVERTISING

ACCESS CONTROLS - GENERALACCESS CONTROLS - GENERALACCESS CONTROLS - GENERALACCESS CONTROLS - GENERAL

LICENSE OUTLETS WITH SERVER LICENSE OUTLETS WITH SERVER REQUIREMENTSREQUIREMENTS

ABC LAWSABC LAWS RESTRICT HOURS, DAYS, LOCATIONS, RESTRICT HOURS, DAYS, LOCATIONS,

LOCAL PROHIBITIONLOCAL PROHIBITION RESTRICT OUTLET TYPES, NUMBERRESTRICT OUTLET TYPES, NUMBER RESTRICT SERVING PRACTICESRESTRICT SERVING PRACTICES

ACCESS CONTROLS - GENERAL ACCESS CONTROLS - GENERAL 22

ACCESS CONTROLS - GENERAL ACCESS CONTROLS - GENERAL 22

REQUIRE SERVER AND RETAILER TRAINING REQUIRE SERVER AND RETAILER TRAINING SERVER LIABILITY LEGISLATION: SERVER LIABILITY LEGISLATION:

-FOR SERVERS & RETAILERS -FOR SERVERS & RETAILERS

-FOR ADULTS SELLING OR PROVIDING ALCOHOL -FOR ADULTS SELLING OR PROVIDING ALCOHOL TO MINORS TO MINORS

ELIMINATE SALES/SERVICE AT PUBLIC ELIMINATE SALES/SERVICE AT PUBLIC EVENTS OR LOCATIONSEVENTS OR LOCATIONS

ACCESS CONTROLS - YOUTHACCESS CONTROLS - YOUTHACCESS CONTROLS - YOUTHACCESS CONTROLS - YOUTH

MINIMUM DRINKING AGEMINIMUM DRINKING AGE GRADUATED LICENSING AND “ZERO GRADUATED LICENSING AND “ZERO

TOLERANCE” LEGISLATIONTOLERANCE” LEGISLATION SERVER LIABILITYSERVER LIABILITY MERCHANT EDUCATIONMERCHANT EDUCATION ENFORCEMENT OF SELLING ENFORCEMENT OF SELLING

RESTRICTIONSRESTRICTIONS

ACCESS AND USE CONTROLS - ACCESS AND USE CONTROLS - DRIVINGDRIVING

ACCESS AND USE CONTROLS - ACCESS AND USE CONTROLS - DRIVINGDRIVING

DUI LAWS & ENFORCEMENTDUI LAWS & ENFORCEMENT OPEN CONTAINER LAWSOPEN CONTAINER LAWS RESTRICT HOURS OF SERVICERESTRICT HOURS OF SERVICE BAN DRIVE-IN, HOME DELIVERY AND BAN DRIVE-IN, HOME DELIVERY AND

GAS STATION SALESGAS STATION SALES INTERLOCK DEVICESINTERLOCK DEVICES

ADVERTISING & PROMOTION ADVERTISING & PROMOTION CONTROLSCONTROLS

ADVERTISING & PROMOTION ADVERTISING & PROMOTION CONTROLSCONTROLS

CONTROL CONTENT AND MEDIACONTROL CONTENT AND MEDIA REDUCE POINT OF SALE REDUCE POINT OF SALE

MERCHANDISINGMERCHANDISING COUNTER-ADVERTISINGCOUNTER-ADVERTISING REDUCE SPONSORSHIP OF SPORTS AND REDUCE SPONSORSHIP OF SPORTS AND

MUSICAL EVENTSMUSICAL EVENTS HEALTH WARNING LABELSHEALTH WARNING LABELS

ADVERTISING AND PROMOTION ADVERTISING AND PROMOTION CONTROLS 2CONTROLS 2


BAN ADVERTISING IN OR NEAR BAN ADVERTISING IN OR NEAR SCHOOLS AND CAMPUSESSCHOOLS AND CAMPUSES

SCHOOL BANS ON WEARING OF SCHOOL BANS ON WEARING OF CLOTHES WITH ADVERTISINGCLOTHES WITH ADVERTISING

EDUCATE COMMUNITY ON COSTS OF EDUCATE COMMUNITY ON COSTS OF ALCOHOL USE AND ABUSE ALCOHOL USE AND ABUSE



INCREASE TRUTH IN ADVERTISINGINCREASE TRUTH IN ADVERTISING ADVOCACY, MEDIA EVENTS, ADVOCACY, MEDIA EVENTS,

EDUCATION ABOUT THE REALITY OF EDUCATION ABOUT THE REALITY OF ALCOHOL USE AND PROMOTIONALCOHOL USE AND PROMOTION

CONTROL “IMAGE” PACKAGING AND CONTROL “IMAGE” PACKAGING AND LABELINGLABELING

Youth are not the primary Youth are not the primary producers, promoters, producers, promoters,

distributors, sellers, or distributors, sellers, or users of alcoholusers of alcohol

.............ADULTS AND .............ADULTS AND ADULT BUSINESSES AREADULT BUSINESSES ARE

.............ADULTS AND .............ADULTS AND ADULT BUSINESSES AREADULT BUSINESSES ARE

[adult drinkers / brewers, distillers & [adult drinkers / brewers, distillers & wine producers / bars, taverns, wine producers / bars, taverns,

restaurants / mass media / restaurants / mass media / advertising / merchants / etc.]advertising / merchants / etc.]

Youth can’t control . . .Youth can’t control . . .Youth can’t control . . .Youth can’t control . . .

Alcohol PricesAlcohol Prices Alcohol TaxesAlcohol Taxes Alcohol Advertising & PromotionAlcohol Advertising & Promotion Alcohol Sales and DistributionAlcohol Sales and Distribution Alcohol Laws & Regulations . . . . . .Alcohol Laws & Regulations . . . . . . or, the government, or, the government, voters or businesses that do control voters or businesses that do control

thesethese

communities communities can !!can !!

communities communities can !!can !!

High Impact

High Feasibility

LowImpact

LowFeasibility

Priority GridPriority Grid

TARGET GROUPSTARGET GROUPS

Whose behavior do you want to change?Whose behavior do you want to change? May be multiple groupsMay be multiple groups What’s the rationale for your choice?What’s the rationale for your choice?

POTENTIAL TARGET GROUPSPOTENTIAL TARGET GROUPS

Policy makersPolicy makers MediaMedia General PublicGeneral Public ParentsParents Alcohol providersAlcohol providers YouthYouth

ACTION PLANACTION PLAN

What is the best way to What is the best way to achieve change?achieve change?

What data do we need?What data do we need?What is the issue?What is the issue?


Who must be mobilized?Who must be mobilized?What is the message?What is the message?Who can make the change?Who can make the change?


What needs to be done?What needs to be done?Who will take action?Who will take action?When?When?

ELEMENTS OF ENVIRONMENTAL ELEMENTS OF ENVIRONMENTAL PREVENTION MODELPREVENTION MODEL

DataData Community OrganizingCommunity Organizing Policy/Strategy GoalPolicy/Strategy Goal Media AdvocacyMedia Advocacy EnforcementEnforcement

SAMPLE SCENARIO 1SAMPLE SCENARIO 1

MEDIA REPORTS ONSTUDENT DRINKINGAND BAR SPECIALS

PARENTS & OTHERCOMMUNITY MEMBERS

CONTACTPOLICY MAKERS

CITY COUNCILENACTS

ORDINANCE

SAMPLE SCENARIO 2SAMPLE SCENARIO 2

POLICY MAKERS BAN DRINKSPECIALS

PRICE OF DRINKS

INCREASES

YOUTH DRINKLESS

VANDALISMDECREASES

MEASURING PROGRESSMEASURING PROGRESS

Public awarenessPublic awareness Media supportMedia support Policy changePolicy change Second Hand EffectsSecond Hand Effects Drinking behavior Drinking behavior

NATIONAL DATA SOURCESNATIONAL DATA SOURCES

Monitoring the FutureMonitoring the Future National Survey on Drug Use and HealthNational Survey on Drug Use and Health NIAAA—College Drinking PreventionNIAAA—College Drinking Prevention Harvard School of Public Health, College Harvard School of Public Health, College

Alcohol StudyAlcohol Study SAMHSA—Clearinghouse SAMHSA—Clearinghouse

LOCAL & STATE DATA SOURCESLOCAL & STATE DATA SOURCES

California Healthy Kids Survey (CHK)California Healthy Kids Survey (CHK) ASIPS/GIS mappingASIPS/GIS mapping Place of Last Drink (POLD)Place of Last Drink (POLD) SWITRS—California Highway PatrolSWITRS—California Highway Patrol Police DepartmentPolice Department Emergency Medical ServicesEmergency Medical Services Hospital Discharge DataHospital Discharge Data

MODULE 8/ Overhead 2/ Page 1

What will your next step be?

What resources are available?

Please see the TA request form in the front pocket of your binder!

33

Community Prevention InstitutePhone: (916) 983-8929 • Fax: (916) 983-5738

www.ca-cpi.org

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Documents

college students

fulltime students

binge rates of

consumption of alcohol

college alcohol study

frequency of alcohol

influence of alcohol

young adults