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Thursday, February 18, 2010 - 3:00 pm - 4:15 pm EST
Using Social Marketing to Reduce Underage Drinking
"Social Marketing" has become a hot topic. The term encompasses the strategy of using marketing techniques to influence attitudes and behaviors for the social good. Consistent messaging with longevity over time can have a significant impact on community norms. This call will focus on two underage drinking prevention social marketing campaigns aimed at adults and which include an enforcement component. Participants will learn how to apply social marketing strategies, how to craft effective messages and gain knowledge of evaluation results documenting campaign effectiveness.
March 18, 2010 3:00 - 4:15 p.m. EST
"Under the Influence?" The Alcohol Message in the Music
Research clearly indicates that in addition to parents and peers, alcohol advertising and marketing have a significant impact on youth decisions to drink. A common and effective outreach to youth is through music. Youth listen to an average of nearly 2.5 hours of music per day. What are they hearing? According to a 2008 report in the Archives of Pediatrics and Adolescent Medicine-one in three popular songs contains explicit references to drug or alcohol use. Studies show that media messages have a pronounced impact on our youth. Exposure to images of smoking in movies influences a child’s risk for picking up the habit. Alcohol use in music and promotions is also linked to actual alcohol use. This audio-call will explore the role of music in promoting alcohol use while introducing some of the lyrics and messages in the music. The call will leave you with a keener ear for the messages and skills on how to decipher the Message in the Music!
April 22, 2010 3:00 - 4:15 p.m. EST
Parties on Wheels: Responding to the Enforcement Challenges of "Booze Buses"
In some college communities "booze buses" sponsored by alcohol establishment corral underage drinkers from college dorms taking them to and from the downtown bars under the thin guise of a "safe ride" program. Elsewhere buses, aided by viral marketing, pick up high school and college age youth in suburban parking lots to take them to certain downtown bars where they will be served. Join us to learn how police and communities are working together to enforce underage drinking laws and the handle the challenges that "booze buses" pose.
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