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: 

• Step 1 – Determine existence of other state clearinghouses specializing in alcohol-related information. 
• Step 2 – Contact national organizations and develop a list of materials currently available. (See resources below) 
• Step 3 – Arbitrarily determine initial inventory level of materials. 
• Step 4 – Develop a process for material requests and fulfillment. 
• Step 5 – Fill requests. 
• Step 6 – Maintain an inventory of current materials. 
• Step 7 – Contact SAMHSA’s National Clearinghouse for information on becoming part of the RADAR network. 

Resources:

(Contact Information, see Appendix A) 

• Mothers Against Drunk Driving (MADD) 
• National Clearinghouse for Alcohol and Drug Information (NCADI) 
• National Highway Traffic Safety Administration (NHTSA) 
• Pennsylvania Department of Health Research and Information Clearinghouse (PADOHRIC) 

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

Create Portable Educational Displays

Target Population:

General Public. 

Goals:

• Communicate alcohol-related issues, topics, and information to varying audiences. 
• Market the ABC’s efforts to prevent alcohol-related problems.

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:

• Step 1 – Determine main topic or theme of message for display.
• Step 2 – Research display companies:
• Appropriate types and costs 
• Ease of assembly and set up 
• Durability 
• Weight 
• Size for transporting. 
• Step 3 – Secure funding to purchase display and materials. 
• Step 4 – Maintain contact with groups and organizations that sponsor events and/or exhibits. 
• Step 5 – Keep a log: 
• How often 
• Where and when 
• How transported 
• Who will handle. 
• Step 6 – Decide and design the information to be presented on the display. 
• Step 7 – Create materials to place on display. 
• Step 8 – Maintain displays. 
• Step 9 – Keep records on number of individuals and which organizations are reached by the displays. 
• Step 10 – Continue to develop accurate text and visually appealing images for use on displays. 
• Step 11 – Obtain feedback on display materials and suggestions for improvements. 

Resources:

(Contact Information, see Appendix A) 

• Skyline Displays & Services 
• Radius Displays 

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:

• Step 1 – Identify gaps where materials are needed. 
• Step 2 – Identify the target audience. 
• Step 3 – Identify the best way to communicate this information (brochure, poster, giveaway items, etc.).
• Step 4 – Research the topic.
• Step 5 – Write or develop appropriate material: 
• Get approvals 
• Edit 
• Finalize. 
• Step 6 – Conduct focus groups to review for audience appropriateness.
• Step 7 – Decide quantity.
• Step 8 – Design and print materials.
• Step 9 – Develop methods of dissemination.
• Step 10 – Disseminate materials.
• Step 11 – Keep materials up to date and purge as necessary.
• Step 12 – Obtain feedback and suggestions for improvement.

Print an Alcohol Education Newsletter

Target Population:

Prevention and education professionals, law enforcement and other partners.

Goals:

• Educate prevention professionals, educators and law enforcement personnel about the latest news in the alcohol education field. 
• Update and market resources and initiatives available to readers.

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:

• Step 1 – Gather news from a variety of sources (internal events, press releases, national news reports, other agencies, etc.). 
• Step 2 – Develop mailing list (include educators, law enforcement, county prevention agencies, public health departments, highway safety departments, etc.).
• Step 3 – Write and edit newsletter.
• Step 4 – Print newsletter.
• Step 5 – Mail newsletter.

Produce a Web Site

Target Population:

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

Goals:

• Provide accurate resources and information concerning alcohol-related issues. 
• Provide online ability to interact with partners and interested organizations. 

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:

• Step 1 – Determine if new site will be developed or existing site will be used. 
• Step 2 – Identify staff or consultants who will construct and maintain site. 
• Step 3 – Determine topics to be included on web site: 
• Education 
• Community contact information 
• Relevant laws - Programs available 
• Community Drug and Alcohol contacts 
• Alcohol education staff 
• Miscellaneous programs available in the state. 
• Step 4 – Design and write pages. 
• Step 5 – Link to appropriate sites. 
• Step 6 – Maintain regular updates to keep your site current.  
• Step 7 – Monitor web site to keep it user friendly and easy to search. 
• Step 8 – Obtain feedback and suggestions on site improvement. 

Resources:

(Contact Information, see Appendix A) 

• Professional graphics or web page designer (optional) 
• Higher Education Center for Alcohol and Other Drug Prevention (HEC): Drug Hot Links List (http://www2.edc.org/hec/track/list/asp) 
  

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:

• Step 1 – Decide theme of posters. 
• Step 2 – Determine target audience. 
• Step 3 – Select celebrity or role model and check their reputation and perception by public. 
• Step 4 – Make contact with celebrity or role model. 
• Step 5 – Take picture and determine slogan (tie slogan in with sport). 
• Step 6 – Print posters or other materials. 
• Step 7 – Distribute materials at an event in which the celebrity or role model is involved. 

Resources:

• Local professional and college sports teams 
• Photographer and equipment 

Examples of Posters:

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

• Pittsburgh Penguins (Hockey) "Underage Drinking…Like Skating on Thin Ice Can Take You Out of the Game Keeps You From Your Goals Can Put You On Ice. " 
• Pittsburgh Pirates (Baseball) "Underage Drinking…No Hits, No Runs, Deadly Error Will Strike You Out." 
• Harrisburg Heat (Soccer) “Teamwork is the Key to Reaching Your Goals. Help Your Friends Say No to Underage Drinking.” 
• Penn State Athletes “Excellence Doesn’t Just Happen, It Comes From Decisions You Make Every Day…Don’t Let Alcohol Affect Your Decisions.” “Lead by Example. Are You Up to the Challenge? Don’t Let Alcohol Weaken Your Talents.” 
• Railway Park Little League Baseball Team (Played in Little League World Series) "Give Your Children the Winning Edge. Talk With Them About Alcohol." 

Provide Alcohol-Related
Research and Information

Target Population:

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

Goals:

• Provide state residents, media and others with accurate alcohol-related information and/or refer them to appropriate sources. 
• Provide point of contact within government for alcohol-related information. 

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:

• Step 1 – Collect resources; research articles and statistics on alcohol-related issues. 
• Step 2 – Join appropriate list serves and organizations that provide and maintain up-to-date alcohol-related information. 
• Step 3 – Assign staff to maintain and update information. 
• Step 4 – Assign staff to respond to inquiries. 
• Step 5 – Inform media, other agencies and the general public of the availability of this service. 
• Step 6 – Maintain and update information on a regular basis. 

Resources:

(Contact Information, see Appendix A) 

• National Clearinghouse for Alcohol and Drug Information (NCADI) 
• Join Together 
• National Highway Traffic Safety Administration (NHTSA) 
• Mothers Against Drunk Driving (MADD) 
• The Higher Education Center for Alcohol and Other Drug Prevention (HEC) 
• Substance Abuse Librarians and Information Specialists (SALIS)
  

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