The promotion of healthy drinking messages to young people

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The promotion of healthy drinking messages to
young people

Professor Christine GriffinPsychology,
University of Bath Alcohol Concern
conference December 2008
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The New Alcohol Order Whats new about young
peoples drinking?

• Growth of EMDC culture (rave) in late 1980s
  shift to widespread use of Es over alcohol by
  young people
• Industry response in early 1990s relaunch
  alcohol as a psycho-active product, launch
  RMDs, buzz drinks, shots, drink cheaper
  stronger, more widely available
• Transformation of retail trade, from pubs to
  bars, young peoples drinking central to
  night-time economy
• Leads to normalisation of culture of
  intoxication / extreme drinking (Measham
  Brain, 2008)

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Young people, binge drinking and sleb
culture Excess as entertainment

• Widespread representation of young peoples
  binge drinking as a source of entertainment
• Britains Streets of Booze (BBC1, 2005) Booze
  Britain/Binge Nation (Bravo TV, 2005-07)
• Pervasive coverage of drunken celebrities in
  print media and internet, substantial focus on
  young women in states of distress and disarray
• Young people using digital technologies and
  social networking websites as part of their
  drinking cultures

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Recent research on young peoples alcohol
consumption

• Culture of intoxication, extreme drinking,
  determined drunkenness is widespread and viewed
  as normal
• Some evidence that recent increases in young
  peoples alcohol consumption is starting to level
  off
• Degree of polarisation between extreme drinkers
  and abstainers or occasional drinkers
• Variation with age, gender, region, ethnicity,
  social class, occasion etc.

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The meanings of drinking for young people

• Getting bladdered
• Being cool Belonging
• Acting/looking older
• Having fun
• The sharing of drinking / drunken stories as a
  passport to social inclusion
• Being normal, part of your social life
• Being young
• Means of escape from boredom, pressure
• This varies with age, gender, region, ethnicity,
  social class, occasion etc.

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Carling - Belong tv ad.mpeg
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So what to do to promote healthier drinking
amongst young people?

• Top of my list (and young peoples list) dont
  demonise, pathologise or generalise about young
  people
• Incorporate young peoples perspective on
  drinking change our language
• Take appropriate responsibility and stop passing
  the buck
• The bottom line Face up to the implications for
  funding, profits and revenue
• Focus locally and focus on specifics

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Finally some suggestions

• Reduce / end cheap deals aimed at young people in
  bars and clubs (Home Affairs Committee)
• Focus on types of drinks challenge / end shots
  culture
• Challenge pre-loading reduce / end cheap deals
  in retail outlets
• Restricting cash flow remove cash machines in
  bars and clubs
• Work with and involve children and young people
  schools, youth centres etc.

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