1. Programme Reduction of alcohol consumption by youngsters Noord-Kennemerland Friday 16 October 2009 Esther Kleine Deters GGD Hollands Noorden

2. Structure of the plan Introduction Vision Targets Programme of implementation –Educational Prevention –Rules & Enforcement –Communication Preconditions

3. Dutch youngsters top the list in Europe More than one third of the pupils of secondary schools has drunk 5 glasses or more on one occasion in the past month In Noord-Kennemerland 47% of the pupils in the 2nd and 4th year of secondary schools consumes excessive amounts of alcohol 88% of the attempts to buy alcohol made by 15- year-old mystery guests is successful Alarming figures

4. Alcohol disrupts the development of the brain Greater risk of alcohol addiction later in life Poorer performances at school, college and work Higher risk of unsafe sex, accidents and aggression, black out and alcohol poisoning, possibly resulting in coma or even death Effects

5. These pictures show the functional brain activity of a healthy 15-year-old male non-drinker (left), and that of a 15-year-old heavy drinker(right) Susan Tapert, University of California San Diego

6. Vision We want youngsters to realize that they can have fun without alcohol when they go out Message: wait with drinking alcohol as long as possible, do not drink till you are at least 16 3 pillars: –Educational Prevention –Rules & Enforcement –Communication Positive image

7. General target: Postponing the moment 10-16-year-old youngsters drink their first glass of alcohol Standard: No consumption of alcohol before the age of 16 Targets

8. Sub targets (1) Percentage youngsters in 2nd+4th year of secondary schools drinking alcohol in the past 4 weeks has not increased in 2009 compared to 2005 Percentage youngsters in 2nd+4th year of secondary schools consuming excessive amounts of alcohol in the past 4 weeks has not increased in 2009 compared to 2005 Average age when youngsters drink alcohol for the first time is not lower than in 2005

9. Sub targets (2) More than ¾ of (contacted) parents intend to stick to the standard: ‘no alcohol before the age of 16’ In Aug/Sept. 2010 less than 40% of attempts to buy alcohol by mystery guests in off-licenses and less than 60% of similar attempts in supermarkets, cafeterias, catering establishments and clubhouses is successful

10. Pillar Educational Prevention Project ‘Alcohol, a different story’ Project ‘Electronic Education Surroundings’ School policy alcohol Parental participation Instruction Responsible Serving of Alcohol

11. Pillar Rules & Enforcement Administrative enforcement by municipalities with the help of phased set of rules for catering business Investigation prohibition of advertisements for alcohol in public space Discussion with (para)commercial catering establishments and shopkeepers on sale of alcohol to under-16 Investigation enforcement of age limits with respect to sale of alcohol

12. Pillar Communication Regional communication plan: –Means of communication –Clear message –Free publicity –Regional agreements –Annual meeting

13. Preconditions(1) Financing –Educational Prevention –Rules & Enforcement –Communication –Project management –Subsidy request Province Noord Holland 75/25

14. Preconditions (2) Manpower Steering committee Working group Rules & Enforcement Working group Communication Working group Educational Prevention Project group

15. Thank you for your attention!