# Presentation: 814144

## Slide 1

## Presented by 

**Jimmy Jordan**
**Dr. Jim Kooler**
**Jeanne Title**
**Deb Pint**
**California Youth Council**
**Friday Night Live **

## California Youth Council

- What is it?
*CYC Provides a link between local Youth Councils and other community programs with state-wide initiatives around alcohol, tobacco and other drugs, traffic safety, and violence issues*.
- What we decided?
- We decided to create a campaign around *ALCOPOPS*. We felt that at the time ***alcopops*** were being consumed by many of our peers, and** we wanted that to CHANGE!! **
- From there, us CYC members and our adult allies decided to take the first steps of tackling the issue on alcopops, and we have certainly come such a long way in such a short amount of time.

- What are they?
- How are they made?
- How they are taxed?

## Huh?

- In California, taxed much cheaper at .30 cents per gal. compared to 3.30 a gal as distilled spirits
- Cheaper more accessible to young people
- Available at convenience store with a beer and wine license.
- Losing tax revenue (estimated around $40 million)
- Industry targeting young people

## Alcopops Video 

- A group of California high school students produced an educational video describing how the alcohol industry targets teenagers with alcopop products and advertising.
*Watch it at *
- _[www.fridaynightlive.org](http://www.fridaynightlive.org/)_* *
*And click on alcopops video under the resource column *

## Slide 7

## Alcopops in the U.S.

- Sweet taste, easy-to-drink
- Disguised taste of alcohol
- Bright, colorful packaging
- Generally malt based
- Alcohol content similar to beer
- Numerous fruity flavours

## Alcopops Target Young People

- Teens are three times more likely than adults to have seen or heard about alcopops.
- Teens (41%) are nearly twice as likely as adults (24%) to have tried alcopops.
- Both teens (67%) and adults (72%) believe that liquor and beer companies target young people with their advertising and that this contributes to underage drinking.
- 						(CSPI  Poll, May 2001)‏

## “Marketers of low-alcohol refreshers, the so-called ‘malternatives’ such as Smirnoff Ice, delivered 60% more [magazine] advertising to youth than to adults.”

“OVEREXPOSED: Youth a Target of Alcohol Advertising in 		Magazines,”  The Center on Alcohol Marketing and Youth at Georgetown University, September 24, 2002 

- “OVEREXPOSED: Youth a Target of Alcohol Advertising in 		Magazines,”  The Center on Alcohol Marketing and Youth at Georgetown University, September 24, 2002

## Anheuser-Busch on “Malternatives”

- “The beauty of this category is that it brings in new drinkers, people who really don’t like the taste of beer,” said Marlene Coulis,
- A-B’s Director of New Products.
- 		(Advertising Age, April 22, 2002)

## Graphics and Statistics

- Underage girls consume Alcopops more than any other type of alcoholic beverage, while women 21 years and older rank alcopops as their least consumed alcoholic beverage.

## Our Story 

**Step One:** *Meet with BOE members*
**Step Two**: *Recommendation to write a petition*
**Step Three:**  *BOE hearing- vote and re-vote*
**Step Four:** *Interested Party Meetings- Hearing 8/15/07*
**Step Five:** *Office of Administrative Law*
**Step Six:** *Implement July 2008*

**Notes:**
Step One: Jimmy, Elianna, James, Cindy (members of Students Making A Community Change) went to ? Members of the Board of Equalization – at those meetings we would educate the board member on what alcopops were, and how they were affecting our fellow peers and teens across California.
Step Two: We then wrote up a petition to the BOE stating....
Step Three:  After the petition was sent we then formulated a presentation to present at the Board of Equalization meeting. At the meeting there were many who supported us, but then there were also people who disagreed. By being present at this meeting and by presenting we learned that we were making a difference. At the end of our presentation the Board then voted on the issue and it ended up being a 2 to 2 vote because one of the members left.
Step Four: We then had to wait the dreadful 24 hours in order to get a re-vote. Although we felt defeated the day before, we were then informed that the issue was re-voted on and it came out to be a 3 to 2 vote. This meant that our issue would be further investigated and thought upon.
Step Five: A few weeks after the meeting, we were then called to present at an interested parties meeting, where we were to restate some of our facts and thoughts regarding alcopops. 
Step Six: .... 

## Getting the Word OUT!!

- New York Times
- National Public Radio
- Local News/Local News Papers
- Letters to the editor

## Local Support 

*Local Resolutions-* Letter from Board of Supervisors in support of our efforts with the BOE.
*Petitions*-Had signed by
*Post Cards-* post card that we sent to all five board members, to support our actions that we were taking on with the BOE members.
*Town Hall meetings-* involving young people, adults, community members, parents, law enforcement.

## WHAT CAN YOU DO???

- Get local resolutions
- Letters of support
- Post Cards
- Local Presentations on the topic
- Create a campaign that fits your community
- Most of all, create some well needed change!!!

## San Diego Experience

- Deb Pint
- San Diego County Office of Education

## Recommendations

- Communities need to aggressively seek both voluntary action by the alcohol industry and government action at all
-  levels—national, state, and local—
- to protect our young people from harm.

## Our Children, Our Future 

**Napa, California**
**Our Children, Our Future **
**Action Guide**
**Printed 2007**

## Slide 34

## Slide 35

## How to Build Assets

**Parenting Skills**
**The Law–tobacco, alcohol, ****drugs and party ordinance,****parent liability**
**Signs of Use & What to do**
**Alcohol & Teens–Myths & Facts**

## Anger, Conflict, Bullying

**Body Image, Nutrition & Healthy Weight**
**Tattoos & Piercing**
**Depression, Suicide Prevention**
**Gangs**
**Resources**

## No Alcohol Use

**Posters**

## Slide 39

## Slide 40

## Slide 41

## Slide 42

## Slide 43

## CALENDAR 2008

**Napa, California**
**Getting the Message Out**
**Students as the messengers**
**CALENDAR 2008**

## Slide 45

## Slide 46

## Jeanne Title

**Napa County Office of Education**
**2121 Imola Avenue**
**Napa, CA 94559**
**707-253-3444**
**Jtitle@ncoe.k12.ca.us**

## Questions & Comments Are Welcome

Thank You very much for your time!!

*Thank You very much for your time!!*