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Friday Night Live Youth-Led Campaigns to Tackle Alcohol Ads

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Friday Night Live Youth-Led Campaigns to Tackle Alcohol Ads Friday Night Live Youth-Led Campaigns to Tackle Alcohol Ads July, 2014 California Friday Night Live Partnership The mission of Friday Night Live is to build partnerships for positive and healthy youth development which engage youth as active leaders and resources in their communities. The primary focus of the FNL/CL/FNL Kids/FNL Mentoring Programs is to form youth/adult partnerships with young people, providing programs rich in opportunities and support, so young people will be less likely to engage in problem behaviors, more likely to achieve in school, and more likely to attend higher education or secure a full-time job. FNL’s vision is to work hand-in hand with young people so they are both problem free and fully prepared. The California Friday Night Live Partnership provides the leadership and field support needed for continued growth and enhancement of FNL/CL/FNL Kids and FNL Mentoring programs. The California Friday Night Live Partnership (CFNLP) was formed to support the following goals for the Friday Night Live system: to provide guidance and leadership to the Friday Night Live Partnership counties, and to build alliances in support of youth development. Contents I. Alcohol Advertisements Campaign Overview .....................1 II. Capacity Building ...................................................................3 Session 1: Understanding your Environment Walking Tour..................................... 4 Session 2: Roots and Branches .............................................................................. 6 Session 3: What does Environmental Prevention Look Like? ................................ 9 Session 4: Alcohol Impacts my Community ............................................................ 13 Session 5: Introduction to Media Literacy ............................................................... 19 Session 6: Celebrity Status .................................................................................... 30 Session 7: Power and Existing Laws....................................................................... 40 III. Build Research Skills ............................................................50 Session 8: Why Collect Data? ................................................................................ 51 Session 9: What is Youth Action Research? ........................................................... 53 Session 10: Introduction of the 7 Steps of Action Research ................................... 55 IV. Do Research .........................................................................59 Session 11: Observational Assessment Day 1 ....................................................... 60 Session 12: Observational Assessment Day 2 ....................................................... 80 Session 13: Observational Assessment Day 3 ........................................................ 83 V. Use Data for Action ...............................................................86 Session 14: Quantitative Data Analysis .................................................................. 87 Session 15: Developing Findings and Recommendations ..................................... 96 VI. Action! ....................................................................................106 Session 16: Review Campaign Options ................................................................. 107 Session 17: Putting a Plan Together ...................................................................... 115 Session 18: Action vs Activity .................................................................................. 118 Session 19: Develop a Strategic Action Plan ......................................................... 124 VII. Campaign Implementation ..................................................129 Session 20: Who has the Power? .......................................................................... 130 Session 21: Steps to Implementing Campaigns 1-3 ............................................... 137 VIII. Reflect and Celebrate ........................................................142 Session 22: Group Reflection: Assessing the Campaign Process and Impact ....... 142 Appendix A: Timeline Planning and Time Management .........A-1 Time Mapping Activity .............................................................................................. A-1 Five Time Management Tips .................................................................................. A-4 Chapter Timeline Planning .................................................................................... A-5 I. Alcohol Advertisements Campaign Overview Why Focus on Alcohol Ads? A recent national study concluded that greater exposure to alcohol advertising contributes to an increase in drinking among underage youth. Specifically, for each additional ad a young person saw (above the monthly youth average of 23), he or she drank 1% more. For each additional dollar per capita spent on alcohol advertising in a local market (above the national average of $6.80 per capita), young people drank 3% more.1 Images, ads, and other messages found on the radio, in stores, in movies and TV programs, on the web, and in many other locations often are strategically designed to make drinking alcohol look cool, sexy, and appealing to youth. Additionally, underage youth are targeted with alcohol ads. A recent study found that underage youth in the US were 96 times more likely per capita to see an ad promoting alcohol than an industry ad discouraging underage drinking.2 To combat the overexposure and oversaturation of alcohol ads in communities, this toolkit focuses on reducing community and youth exposure to alcohol ads, promotions, and other pro- alcohol messages through youth-action research and a youth-led campaign. Who is This Toolkit For? Youth and community members should consider an alcohol ads campaign approach when alcohol ads (storefront advertising and billboard advertising) are highly visible or present in their neighborhoods. Youth should have an interest in media and developing messages to promote healthier communities. 10 Steps of an Alcohol Ads Campaign The Tackling Alcohol Advertisements Toolkit is designed to support adult allies and youth to carry out a campaign that focuses on reducing exposure of youth and community members to alcohol advertisements – both big and small. Below are the suggested 10 steps of this alcohol ads campaign: 1. Recruit your group – identify youth who are interested in arts and media 2. Build your team – start discussing the impact alcohol advertising has on youth 3. Learn about the issue – neighborhood walkabouts to identify how and where alcohol ads are placed in the community 4. Do your research – collect information about the placement of alcohol ads in the vicinity of youth and community members 1 . L.B. Snyder, F.F. Milici, M. Slater, H. Sun, and Y. Strizhakova, “Effects of Alcohol Advertising Exposure on Drinking Among Youth,” Archives of Pediatrics and Adolescent Medicine 160 (2006): 18-24 2. Center on Alcohol Marketing and Youth, “Alcohol Industry ‘Responsibility’ Advertising on Television,” (Washington, D.C., 2005) These materials were produced through the California Friday Night Live Partnership Friday Night Live Page with funding provided by the California Department of Health Care Services. Youth-Led Campaigns to 1 Tackle Alcohol Ads 5. Figure out what your data means – identify one local store or billboard to focus on given your data findings 6. Come up with solutions – decide what options you have to reduce alcohol ads in this store or billboard 7. Choose a campaign - decide the campaign option that best meets your communities need 8. Make a campaign action plan – based on your campaign choice, develop a plan A and plan B to reduce alcohol ads and increase positive messages 9. Take action – partner with local merchants or billboard companies to make request to reduce alcohol ads 10. Reflect and celebrate – celebrate progress made and reflect on ways to improve or build upon your campaign Page Friday Night Live These materials were produced through the California Friday Night Live Partnership with funding provided by the California Department of Health Care Services. 2 Youth-Led Campaigns to Tackle Alcohol Ads II. Capacity Building In this Section: Session 1: Understanding your Environment Walking Tour Session 2: Roots and Branches Session 3: What does Environmental Prevention look Like Session 4: Alcohol Impacts my Community Session 5: Introduction to Media Literacy Session 6: Celebrity Status Session 7: Power and Existing Laws These materials were produced through the California Friday Night Live Partnership Friday Night Live Page with funding provided by the California Department of Health Care Services. Youth-Led Campaigns to 3 Tackle Alcohol Ads Session 1: Understanding your Environment Walking Tour (Roadmap Activity 3-7 to 3-8) Objectives: To encourage participants be conscious Materials needed: of the many factors in their physical environment that encourage or discourage healthy behavior. • Pens for each participant • Clipboard or hard surface for It’s easy to tune out the messages and other influences each participant to write on that surround you. Sometimes people need help to see things that have been in their environment that they • Observational tool have never consciously acknowledged or critiqued. • Flip chart paper In this activity, participants take a walk around a neighborhood, looking for things that might contribute to health, and for things that have the opposite
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