1. ADVERTISING AWARENESS How the alcohol & tobacco industry targets YOUTH with their advertising and marketing strategies.
Updated March 1, 2013
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 Let’s Draw the Line Between Youth & Alcohol project. It includes information on advertising awareness, as well as information on how the general media – and advertising by the tobacco and alcohol industry specifically - targets youth while marketing their products.
This training is broken up into 3 sections: Introduction of the Media and Who Their Target Audience Is, How the Alcohol & Tobacco Industry Specifically Targets Youth and What We Can Do to Draw the Line Between Youth & Alcohol. 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 PowerPoint, 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 PowerPoint as a “slide show” prior to presenting, so that you can familiarize yourself with the transition of each slide.
We hope you will find this PowerPoint meets your training needs and is useful to your coalition and community.

2. 1. Introducing the Media:
Who is their Audience???
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 & alcohol images.
Key messages:
Tobacco & alcohol companies are no different in their marketing strategies than other highly marketed products; and,
Like many products, youth are their target population.
Introduction of Section 1: (as you present the slogan/logo slides as a slide show 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! Its…” 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.

3. Get the door! It’s ________________
Domino’s!
Taste the Rainbow. _______________
Skittles
What’s in your wallet? _____________
Capital One Credit Card

4. Pepsi

5. Nike

6. MY BALOGNE HAS A FIRST NAME…..
OSCAR MAYER

7. PlayStation

8. General Mills

9. Eat Fresh!

10. Android. The software operating system used on many smart phones and tablets

11. Don’t let hunger happen to you…
Snickers Candy Bar

12. Camel Cigarettes

13. Corona Beer

14. Newport

15. Budweiser

16. MIKES

17. Just an image of two cowboys… but most will say Marlboro because they have used the image of cowboys for years to advertise their products.

18. GAME… American Alphabet
Most brands can be identified by the first letter of their name…
How many do you know?!?
“Optional Interactive Instruction”
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.)
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.
Optional Interactive Instruction:
American Alphabet
Materials: Copies of American Alphabet Handout (must be in color to get full effect) & 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.
The group with the most right wins a prize.
Answers are located in notes of next slide.

19. Answers to American 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 V: V8 W: WISK X: XTRA LAUNDRY DETERGENT Y: YORK PEPPERMINT PATTIES Z: ZEST Source: based on artwork by Heidi Cody

20. Who is the target of Ads? YOUTH
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. These slides will provide facts on teens and advertising, and provide statements made by specific alcohol & tobacco companies that support the claim that these companies purposely target youth in their advertising strategies.
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;

21. Why?
YOUTH= $$$

22. Teens & Advertising
There are 33 million teenagers in the U.S.- The largest generation ever.
Teens are exposed to an estimated 3,000 advertisements per day- 10 million by the time they are 18!
Each year U.S. teens spend an estimated $100 billion and influenced others to spend an additional $50 billion.
Note to Presenter: 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.
Instruction: Review facts on the slide with audience.
2011 WGBH Educational Foundation

23. “Optional Interactive Instruction”
Count the Ads Activity
“Optional Interactive Instruction”
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
(Goal: to help youth identify how heavily impacted they are by advertising on a daily basis & how we all are “walking billboards.” )
Read fact: “Teens are exposed to an estimated 3,000 advertisements per day- 10 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 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 lets pretend that we are going to charge these companies money for marketing their products on a daily basis. Because, lets 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???

24. NO YOUTH No matter what they say in public, the truth is…
Alcohol & 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 though 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;

25. They said what???
“Cigarettes are no more addictive than gummy bears.” (Bennett LeBow, Tobacco CEO)
“If you are really & truly not going to sell to children, you are going to be out of business in 30 years.” (Same)
"It's one of the few drinks where you don't necessarily know you're drinking alcohol and that's a conscious effort to make those drinks more appealing to young people.” (Marketing Director- Absolute Vodka)
“Todays teenager is tomorrows potential regular customer.” (Phillip Morris)
“It’s the parents responsibility to ensure that their kids aren’t drinking, not ours.” (Anheuser-Busch)
“We don’t smoke the SH*T we just sell it! We reserve the right to smoke for the young, poor, the black & the stupid.” (RJ Reynolds)
Note to Presenter: These are direct quotes from tobacco & alcohol companies. These quotes contradict their claims that they don’t purposely target youth when marketing their products!

26. Did someone say six-year-old?
Note to Presenter: A Seattle restaurant had this ad published in a Seattle newspaper as well as their online edition.
The Liquor Control Board sent an officer to the restaurant to discuss the inappropriateness of having a child drinking wine in a newspaper ad. Washing State’s Lieutenant Governor, Brad Owen 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.

27. This “Vitamin R” needs to stay well out of reach of children!!!
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.

28. “And they Say they Don’t Target Youth!!!”
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);

29. 2. How the Alcohol & Tobacco Industry Specifically Targets Youth…
to do what they want you to do!!!
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.
Responses of Young People to Alcohol Advertising
This study 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.
Links between advertising and underage drinking
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.
Introduction of Section 2: (Introduce the transition of this portion of the presentation:) This portion of the training focuses on specific tactics used by alcohol industries to target youth with their advertising. It will cover information regarding product placement on television, public advertising, store shelves, sporting events, and amongst celebrity endorsements that are popular among youth. The image of a beer advertisement on this slide is one example of marketing that could appear to be geared to entice youth. (Note that the image is made up of music CD’s.) Youth will examine ads and counter-ads and be able to clearly identify the messages being portrayed by the alcohol marketers and what the messages should really be saying!
Source: The Center on Alcohol Marketing and Youth website under factsheets.

30. Products Purposely Placed on Television Geared toward Youth…
There is a high level of alcohol product placement in PG and PG-13 movies and TV shows popular with teens.
Youth exposure to alcohol advertising on U.S. television increased 71 percent between 2001 and 2009.
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.
CAMY also found that 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. Here in the United States, Universal Studios sells a look-a-like Duff Beer energy drink which is popular among youth attending the theme parks.
Source:

31. “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.

32. 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.

33. Alcohol & tobacco purposely placed on store shelves next to other products that are popular with youth…
Note to Presenter: Alcohol & 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 & candy) to evoke curiosity.
Additional note to Presenter: As your teams conducts CANS surveys, you will be looking for this at the stores you survey.

34. 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 used 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

35. Popular Celebrity Endorsements Entice Youth…
Instruction: 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. That started in the 1980s. Nearly 30 years later, many youth collect the new “Jordans” 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.

36. Alcohol & 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.

37. How do these companies target specific populations??
WOMEN:
Women look sexy and are more attractive to men when they smoke or drink.
They make women believe it’s a symbol of independence and freedom.
Women will be more out-going & free spirited in social settings.
Women who smoke are slimmer, women who drink feel more powerful.

38. Instruction: Examine the ads. 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?”)

39. MEN: Alcohol makes men feel powerful.
Men attract women when they drink.
Professional athletes use alcohol & tobacco and they are successful.
Drinking while hanging with the guys is the thing to do.
Drinking and smoking makes you look “cool.”

40. Instruction: Examine the ads. 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.”)

41. YOUTH:
Alcohol & tobacco advertising targeting youth promotes risk taking behavior.
Framing the message in terms of an adult choice immediately incite rebellion in youth.
Promotional products are developed with youth in mind.

42. Instruction: Examine the ad. What messages are they saying to youth
Instruction: Examine the ad. What messages are they saying to youth? (That it’s ok to wear clothing or have merchandise that looks cool or child like but advertises adult products?)

43. Alcohol Products… Marketed Intentionally 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: A few years ago the Washington State Liquor Control Board prohibited the sale of alcohol drinks containing caffeine and other stimulants. The makers these alcohol + caffeine beverages removed the caffeine from their beverages and have returned these products back to store shelves. While these drinks on longer contain caffeine, 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.

44. Tobacco Products… Marketed Intentionally to Youth!!!
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 origin and history of flavored tobacco with your audience. Further share that although these products have been banned in our state, many of the products can be found on store shelves such as 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:

45. Media Tools & Examples…
Symbols: can be pictures or music that make us have strong feelings.
Humor: it is easy to sell something when people are happy and laughing because of the product.
Band Wagon: makes you believe that everyone is using the product so if you want to fit in you need to buy it too.
Plain Folks: makes you think people just like you will use their product no matter what the cost.
Note to Presenter: The next few slides describe media tools used to develop advertising and the specific tactics they use to entice a person to buy their product. Review the tools with your audience and conduct the “Optional Interactive Instruction” if time allows.
Lackey's Class Links Tools for Teaching & Learning

46. Media Tools & Examples continued…
Bargain: makes you think you are getting something for nothing. Example: 2 for 1
Testimonial: uses famous people or role models to say how much they like the product.
Scientific Evidence: uses doctors, science, charts to make the product seem better or more official then it is.
Repetition: repeating a song, slogan, or commercial enough times that you remember it without realizing it. Example: Nike “Just Do It.”
Simple Solution: makes the product seem to fix any problem.
Lackey's Class Links Tools for Teaching & Learning

47. Activity This can be done in a variety of ways…
Gather in your groups and choose one or two
“media tools” to demonstrate to the group.
This can be done in a variety of ways…
Written dialog
Skit or Role Play
Drawing
Be Creative!!!
“Optional Interactive Instruction”
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 & BE CREATIVE!!!
When done:
Present to the rest of the audience &
have them guess which tools you used!!!

48. Examine Advertisements
What messages are the alcohol companies sending with these ads?
What do the models look like?
What colors and/or images are being used?
Who is the target of these messages?
Instruction: Review the next few alcohol & tobacco advertisements and ask your audience to identify:
What messages are 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?

49. What does the modelslook like?
Who is being targeted with these messages?
What are the messages behind the slogans?
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)

50. What images are being used?
What are the messages behind the slogans?
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 suppose to be banned 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.

51. Who is being targeted with these messages?
What are the messages behind the slogans?
Possible Message? Its game day? Two beers attached to video game controls which is popular among youth.

52. What colors and/or images are being used?
Who is being targeted with these messages?
What are the messages behind the slogans?
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 be 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.

53. 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!
Instruction: Review the next few counter ads with your audience.

54. Note to Presenter: 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: The Alcohol Policy Panel of San Diego County panel.org

55. Message: Use to be Joe Camel… Now Joe Chemo!

56. Note to Presenter: 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.
The Lonely Drunk

57. 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.

58. Message: Absolute Clarity or Absolute End? Which is the truth?

59. Note to Presenter: Accidental deaths remain the #1 cause of death among people ages 15-24.

60. Counter Advertisement Activity
Counter Ad Activity
Break up into groups of 4-6 members.
Review tobacco and/or alcohol ads.
What are the ads saying?
Draw a counter ad showing/telling what the ad should really be saying.
Present your ad to all.
“Optional Interactive Instruction”
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 & 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 peoples 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!!!

61. “The Truth & Nothing But the Truth!!!”
Teens who start drinking before the age of 15 are 5 times more likely to have alcohol problems than those who wait until the age of 21.
Tobacco Companies have to recruit 5000 new smokers per day to replace the ones who have died or quit.
Alcohol is connected to the top three causes of teen death: accidents, homicide, and suicide.
The average age for youth to use Cigarettes in WA state
is 12… And chewing tobacco is age 10.
“Every single day, 7,000 kids under age 16 take their first drink, and $6 billion of alcohol advertising and marketing each year isn't helping." -Jim O'Hara, the Center on Alcohol Marketing and Youth
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.
Instruction: Read the content of slide to audience.
Source: Institute of Medicine National Research Council, Washington State Healthy Youth Survey and CAMY;

62. Note to Presenter: Just a funny depiction… The truth about Alcohol Marketing!!!

63. “And they Say they Don’t Target Youth!!!”

64. 3. What We Can Do to “Draw the Line Between Youth & 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 & tobacco industry does to target them in making un-healthy choices, we need to give them the tools to fight back. This section will 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.

65. Talk to Family & Friends…
Good Reasons Not to Drink or Smoke:
Your parents do not approve.
Underage drinking is illegal.
Drinking can be dangerous.
Smoking is the #1 cause of preventable death in our Nation!
You want to maintain your self respect and positive reputation.
You may have a family history of alcoholism or addiction.
Because you want to make healthy life-long decisions.
Can you think of any others???
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:
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 & tobacco use without overstating the case. Some good reasons why teens should not use these substances:
Parents, you want your child to avoid alcohol & 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 & 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!!!
You may have a family history of alcoholism. If one or more members of your family has 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)

66. Get involved…. Join a Youth Group, Prevention Club or
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. Also, peer to peer mentorship and/or education has been shown to be a very effective method for sharing information and knowledge. 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 two 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.
Source: National Institute on Alcohol Abuse and Alcoholism (NIAAA). American Lung Association, Teens Against Tobacco Use program. Lets Washington State, Lets Draw the Line; Facebook page.

67. “Advocacy vs. Lobbying”
Talk with your Legislator & 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 & 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 RCW.” RCW
What activities can influence policy development that is not lobbying?
Providing information and education for policy makers.
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.

68. Adults, NEVER Provide Alcohol to a Minor!!!
Parents can protect their kids from drinking by:
Not accepting alcohol as a rite of passage to adulthood
Setting clear rules about not drinking
Helping their children deal with peer pressure
Being a good role model by showing that you don’t need a drink to relax or celebrate
Talking with them early and often about the ways alcohol can harm them, and being a good listener
Staying involved in their lives
Knowing who their friends are, and where they are going
The good news is that parents are the #1 influence on their kids.
Source: Monitoring the Future Survey
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
Instruction: Review information on slide with your audience.
RCW
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.      (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 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. Monitoring the Future Survey.

69. 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?
WAC 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.
• Promote over-consumption.
• Imply that alcohol has curative or therapeutic effects.
2. Outdoor advertising of alcohol is prohibited near schools, churches, and
playfields (WAC ).
3. Alcohol advertising is prohibited in K-12 school publications or on radio/
television if connected with schools (WAC ).
To report a violation or file a complaint, call the Liquor Control Board hotline,
, or visit
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: click on the tab Find Laws and
Rules at top right, and under WACs, type in
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.
Source: Washington, FOCUS Newsletter; May, 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.

70. Resources Start Talking Now The Athena Forum www.starttalkingnow.org

71. Resources (cont.) Center on Alcohol Marketing and Youth
Alcohol Justice
CounterTobacco

72. Questions?
For general questions about Let’s Draw the Line 2013, including reporting requirements, or call Ray Horodowicz at (360)