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Chapter 1
Educating the Public

Introduction

By providing accurate information and facts about alcohol, a control agency can position itself as an authority on alcohol education. Creating awareness of the severity of the problem, in conjunction with the dissemination of appropriate educational materials, is an important element in prevention and wellness programs. Alcohol abuse is a problem that touches many people at some point in their lives. It leads to vehicle crashes, poor health, family problems, alcohol poisoning, birth defects, violence and many other negative consequences, costing the nation $148 billion annually. (National Institute on Alcohol Abuse and Alcoholism, 1995) 

There are many ways to create awareness/education. Printed materials can be developed, posters displayed and information posted on web sites. People are always eager to find the research data and statistics they need. This chapter contains examples of the ways an ABC can develop and provide alcohol awareness and education within its jurisdiction. 

Some of the earlier education efforts of ABCs have been to provide appropriate information to the public regarding the consequences of inappropriate alcohol use. Dissemination of information is based on the target population. Youth information can be distributed through school districts and statewide organizations. Information for licensees can be communicated through statewide associations representing retailers, and through server and owner training programs conducted by alcohol beverage control authorities. These licensee and server education programs have become an integral part of many ABC efforts in education and prevention. 

Many ABCs are actively developing materials that are disseminated through a variety of channels throughout their states. These materials are designed to provide factual information and education to the general public as well as target populations and are often used as resources for programs that are sponsored at the local level by prevention and education professionals. In many of these efforts, the ABC partners with other statewide agencies and organizations. ABCs are establishing themselves as a key point of resource and development for alcohol specific messages. 

The following pages in this chapter are provided to assist in the replication of these projects. The project pages provide a project description, target population, funding sources, goals, action steps and necessary resources.
 

Act as a Clearinghouse for Materials

Target Population:

Education and prevention professionals, students, licensees, consumers. 

Goals:

Disseminate alcohol-related prevention and educational materials throughout the state. 

Description:

A Clearinghouse serves as a central location for current and comprehensive information and maintains a supply of appropriate materials developed by the organization or obtained from other state and national organizations. The information could include pertinent statewide and national statistics and referral sources to other organizations. The ABC may be a logical agency to act as a clearinghouse for alcohol-related material and information at the state level. Operating a clearinghouse would require an ABC to develop or collect alcohol-related materials and be willing to take requests and fill orders. The agency may want to be affiliated with the Regional Alcohol and Drug Awareness Resource (RADAR) Network, which is recognized as the largest and most complete alcohol and drug clearinghouse in the nation. The Substance Abuse and Mental Health Services Administration’s (SAMHSA’s) National Clearinghouse for Alcohol and Drug Information (NCADI) operate the RADAR Network. This affiliation would provide additional resources and the technical assistance to enhance the agency’s efforts. 

Action Steps: 

Resources:

(Contact Information, see Appendix A

 

Compose Materials in Various Languages

Target Population:

Non-English speaking children and adults. 

Goals:

Develop and disseminate educational materials in languages other than English. 

Description:

Appropriate alcohol education materials printed in languages other than English are often limited. There may be a need to adapt existing materials or develop new materials that are specific to cultures and non-English speaking populations in your state. 

Action Steps:

  • Step 1 – Compile information on requests made to ABC for non-English materials. Be sure to include the language, nationality and topics requested. 
  • Step 2 – Determine which materials are the most appropriate for translation. 
  • Step 3 – Contact ethnic organizations for assistance in developing and adapting linguistically and culturally appropriate materials. 
  • Step 4 – Convene focus groups from the target population to review materials to ensure appropriate adaptation and messages. 
  • Step 5 – Design and print materials. 
  • Step 6 – Advertise the availability of the materials through agency web site and ethnic organizations. 

Resources:

(Contact Information, see Appendix A

  • National Clearinghouse for Alcohol and Drug Information (NCADI) 
  • Migrant Child Development Center of New Oxford, Pennsylvania 
Graphic of Spanish Educational Material

Create Portable Educational Displays

Target Population:

General Public. 

Goals:

Description:

Portable educational display systems use a combination of portable displays, printed material, and graphics to communicate messages regarding beverage alcohol use including: prevention of underage drinking, impaired driving, fetal alcohol syndrome, alcohol and the workplace and dangerous college drinking. The displays are used at local health events, county/local fairs, schools, colleges and workplaces. They provide an attractive display of materials and projects provided by the ABC and where to get further information. When the display is staffed, it gives patrons an opportunity to ask questions about the agency and discuss alcohol-related issues. 

Action Steps:

Resources:

(Contact Information, see Appendix A

 

Develop Brochures and Other Education Materials

Target Population:

General public. 

Goals:

Create and provide alcohol-related educational materials for schools, groups, organizations and individuals. 

Description:

Materials can cover any number of alcohol-related issues but the information must be accurate and appropriate to the audience for which it is intended. Material may include brochures, posters, coloring books and giveaway items such as pencils and rulers bearing the ABC’s name and message. 

Action Steps:

Youth Brochures 

  • Truth about Alcohol 

  • Straight Talk for Teens Under 21? 

  • Know the Law Zero Tolerance

Posters for Youth 

  • Student Poster Contest Selections 
  • Stand Tall…Walk Away from Alcohol 
  • Sports Figure Posters 
  • Stevie Wonder: “Before I’ll Ride With a Drunk… I’ll Drive Myself” 
  • L.C. Bee Say No to Alcohol 
  • Zero Tolerance

Other Material for Youth 

  • L.C. Bee Coloring/Fun Books 
  • L.C. Bee Coloring Sheets 
  • L.C. Bee Sticker 
  • L.C. Bee Bookmarks 
  • L.C. Bee Trading Cards

Parent Brochures 

  • Teach the ABC’s & 1,2,3’s… 
  • Responsible Parent

Adult Posters 

  • Don’t Booze & Cruise 
  • Alcohol Impairment Chart 
  • Stay Afloat. Don’t Drink & Boat 
  • DUI Arrest-You Can’t Afford It 
  • Pregnancy & Alcohol Do Not Mix 
  • Alcohol Education & Abuse

Other Material for Adults 

  • Sober is Smart Sticker 
  • Impairment Bumper Sticker 
  • In the Public Interest Newsletter 
  • No Alcohol for Minors Bumper Sticker 
  • Supply a Minor with Alcohol Bumper Sticker 
  • Designated Driver Sticker 
  • Non-Alcoholic Recipes 
  • Alcohol Impairment Chart

Adult Brochures 

  • Drinking, Boating & the Law 
  • DUI Arrests in PA 
  • Can Drinking Alcohol Affect my Baby? 
  • Over 21 
  • Alcohol Abuse & Older People

Licensee Information 

  • R.A.M.P. Overview 
  • Designated Driver Sticker 
  • Licensee Reporter Newsletter 
  • Unlawful Activities List 
  • Nuisance Establishment 
  • Cops in Shops“ in PA

 

Print an Alcohol Education Newsletter

Target Population:

Prevention and education professionals, law enforcement and other partners.

Goals:

Description:

A newsletter is published to highlight the agency's alcohol education activities, alcohol news from across the country and other related topics. The newsletter is provided to those persons that partner and use resources provided by the ABC. The newsletter can also be used to provide a forum for new ideas or provide feedback on existing activities. (See CD-ROM – Appendix B) 

Action Steps:

 

Produce a Web Site

Target Population:

All age groups: consumers, licensees, parents, professionals and students. 

Goals:

Description:

If an agency web site exists, a component of that site should include alcohol education information and market resources and projects that the ABC has available. The site not only communicates this information to interested parties, but also should be used as a method of communicating with others and obtaining ideas and feedback on existing or new projects. The web site can also be used as an interactive educational tool for youth, including quizzes, games, or other age appropriate activities online. 

Action Steps:

Resources:

(Contact Information, see Appendix A

 

Promote Positive Role Models

Target Population:

Youth and general public. 

Goals:

Promote positive role models to communicate messages preventing underage drinking, impaired driving, and other inappropriate uses of alcohol. 

Description:

A series of posters depict various sports figures with an underage drinking prevention message. Role models and celebrities can bring name recognition and a powerful opportunity to communicate messages directed at specific or general audiences about underage drinking, impaired driving and other alcohol-related issues. The selection of an individual or group of individuals requires careful consideration of the audience you want to reach. The public perception and the reputation of the player is important. Many high profile individuals are pleased and willing to participate in such public service acts. Also, keep in mind that local role models can be as effective as nationally known celebrities. 

Action Steps:

Resources:

Examples of Posters:

Examples were chosen from state or local professional and college teams. (See CD-ROM – Appendix C) 

Harrisburg Senators Poster: Join the Winning Team...Let's Strike Out Underage Drinking

 

Provide Alcohol-Related
Research and Information

Target Population:

Education and prevention professionals, students, licensees, consumers and media. 

Goals:

Description:

An ABC can develop a research and information service or resource for any organization or individual who is in need of accurate alcohol-related information. This resource or service requires collecting and updating alcohol-related material, research and statistics (examples: sales to minors, DUI statistics, etc.). Once the data and resources are gathered and an individual or office is identified as a contact, the agency should market their ability to provide this service through newsletters, web sites, etc. 

Action Steps:

Resources:

(Contact Information, see Appendix A

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