Presentation to the

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• Presentation to the
• Parliamentary Portfolio Committee for Health
• 14 March 2003

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ARA VISION

• To be the representative authority and policy
  making body of the South African Beverage
  Alcohol Industry on the SOCIAL ASPECTS OF
  BEVERAGE ALCOHOL

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ARA MISSION

• To protect the right and freedom of members to
  trade and promote the responsible use of alcohol
  beverages, as part of a healthy lifestyle,among
  those who have already taken the decision to
  consume beverage alcohol.

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ARA PURSUIT OF VISION MISSION

• Promote, support and encourage educational
  efforts
• Ensure responsible marketing advertising,
  packaging, promotion and selling
• Participate in dialogue with public health
  community and other stakeholders
• Contribute in development of alcohol policy
• Promote responsible alcohol policy for ARA member
  employees
• Promote alcohol related research
• Establish and maintain alcohol information
  resource base
• Promote ARA vision and mission in the retail
  sector

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ARA PURSUIT OF VISION MISSION

• Focus on
• prevention and
• target those most at risk and vulnerable
• in respect of alcohol abuse

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ARA HISTORY
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ARA CORPORATE MEMBERS

• Distell
• Douglas Green Bellingham
• E Snell Co.
• Guinness UDV
• Jonkheer
• KWV
• Mooiuitsig
• SAB Miller

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ARA LINKS

• MEMBERSHIP OF ORGANISATIONS
• International Council on Alcohol Addictions
  (ICAA) Switzerland
• Centre for Information on Beverage Alcohol (CBA)
  London
• Research Society on Alcoholism (RSA) - USA
• The Researcher-Practitioner Association of SA
  (SAR-PSA)
• The S A Alliance for the Prevention of Substance
  Abuse (SAAPSA)
• Foundation for Alcohol Related Research (FARR)
  South Africa

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ARA LINKS

• AFFILIATE ORGANISATIONS
• International Center for Alcohol Policies (ICAP)
  Washington DC
• The Portman Group - UK
• STIVA - Netherlands
• DIFA - Germany
• The Amsterdam Group - Pan-European
• The Canadian Center on Substance Abuse
• The Century Council - USA

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ESTABLISH AND MAINTAIN
ALCOHOL INFORMATION RESOURCE BASE

• Member of Centre for Information on Beverage
  Alcohol (CBA)
• Affiliated to
• International Centre for Alcohol Policies
  (Washington)
• Canadian Centre on Substance Abuse
• Amsterdam Group (Brussels)
• Portman Group (London)
• Foundation for Alcohol Related Research
• Attend international conferences
• Research Society on Alcoholism (RSA)
• International Council on Alcohol and Addictions
  (ICAA)
• International Medical Advisory Group (IMAG)

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PROMOTE ARA VISION MISSION
IN THE RETAIL SECTOR

• ASSOCIATE MEMBERS

Glen Carlou Vineyards Groot Constantia
Hartswater Wine Cellar LOrmarins La Motte
McGregor Winery Namibia Breweries Natal Wine
Merchants Neethlingshof NMK Schulz Fine Wines
Spirits North Western Wine Merchants
Oranjerivier Co-operative Wines Overgaauw
Overhex Wine Cellar Paul Cluver Wines

• Perdeberg Co-operative
• Pernod Ricard South Africa
• Riebeek Wine Cellar
• The Reciprocal Wine Trading Co
• Rooiberg Winery
• Rustenberg
• Slanghoek Wine Cellar
• Spier Resort Management
• Stellenzicht Vineyards
• Vriesenhof Waterford Wines
• Western Province Cellars
• The-Wine-of the-Month Club
• Winkelshoek Cellar
• The Brewing Industry Association of SA
• SA Brandy Foundation

Allesverloren Baron Quail Franchising
Barrydale Co-operative Cellar Boschendal
Brandvlei Co-operative Brown-Forman Beverages
Africa Ltd Cape Wine Cellars Cederberg
Cellars Chamonix Wine Farm Coppools
Finlayson Int De Trafford Wines De Wetshof
Du Toitskloof Co-operative Excelsior
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PROMOTE ARA VISION MISSION
IN THE RETAIL SECTOR

• ASSOCIATE MEMBERS
• THE SPAR GROUP (tops)

• 65 stores target over 140 stores by end of 2003

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PROMOTE, SUPPORT AND ENCOURAGE
EDUCATIONAL EFFORTS

• Life-skills education schools Horizon Project
  NW Province (ICAP sponsored) Curriculum 2005
• Life-skills education adults sponsored research
  to establish needs of parents, undertaken by
  IHTD
• Sensible drinking project in trauma
  unitssponsored pilot in Cape Metropole Region
  currently rolling out
• Road safety campaignsin support of Arrive Alive

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DRINK DRIVE Radio Campaign
Male
Male
Female
Double Vision
Friends
Barman
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print campaign
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ARRIVE ALIVE Print Campaign
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Other Print Campaigns
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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ARRIVE ALIVE Print Campaign
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Examples of campaign elements - poster in store
Christmas 1999 - Celebrate wisely. Do the wise
thing this festive season
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Examples of campaign elements - tokens
Press ad (wraparound - Mail Guardian, City
Press, Sunday Times - Make this the safest
Easter yet (Please see inside)
Reflective arm bands issued to pedestrians
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Examples of campaign elements - breathalyser
poster
Poster (Easter 1998) - Every time you drink and
drive you put your life and others at risk . Do
the responsible thing this Easter
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Examples of campaign elements - breathalyser
poster
Poster (Easter 1999) - The only way to drink is
responsibly. In the interest Every time you
drink and drive you put your life and others at
risk . Do the responsible thing this Easter
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Examples of campaign elements - press ad
Press ad (Easter 2000) - Every time you drink
and drive you put your life and others at risk.
So if youre drinking this Easter, be
responsible. If you are over the limit please get
in the passenger seat and make these holidays the
safest yet.
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Examples of campaign elements - participative
lively education

• T Shirt worn by
• CommutaNet staff -
• (Xmas 2000)
• If you have been watching watch your step
• Campaign accompanied by star music tapes.

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Examples of campaign elements - posters
Poster, Xmas 2000
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Examples of campaign elements - posters
Billboard at taxi rank - pedestrian awareness
(Xmas 2001)
Billboard at Du Noon taxi rank facing road to
alert motorists of pedestrians (Xmas 2001)
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Examples of campaign elements - websites, Mr
Delivery
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PROMOTE, SUPPORT AND ENCOURAGE
EDUCATIONAL EFFORTS

• Life-skills education schools Horizon Project
  NW Province (ICAP sponsored) Curriculum 2005
• Life-skills education adults sponsored research
  to establish needs of parents, undertaken by
  IHTD
• Sensible drinking project in trauma
  unitssponsored pilot in Cape Metropole Region
  currently rolling out
• Road safety campaignsin support of Arrive Alive
  
• BUDDY Programmes universities and technikons
  since the late 1980s focus dangers of
  drinking and road use

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CONTRIBUTE TO
ALCOHOL POLICY DEVELOPMENT

• On Road Transport Safety Board, at the
  invitation of National Minister of Transport
• On W Cape Policy Development Panel, at the
  invitation of MEC for Finance
• on Foetal Alcohol Syndrome (USA DoH) at
  invitation of USA-SA Consultative Forum
• ANCYL Policy on Substance Abuse
• On W Cape committee examining cheap bulk wine
  issue, at invitation of MEC for Finance

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DIALOGUE WITH PUBLIC HEALTH
COMMUNITY OTHER STAKEHOLDERS

1. Regular contact with national and provincial
   govt. officialsand departments on relevant
   issues e.g. legislation transport, social
   health matters etc.
2. Regular liaison with alcohol research and public
   health community e.g. SAIMR (now NHLS), WHO,
   SAR-PSA, SAAPSA, FARR
3. Liaison with NGOs e.g. IHTD, SANCA, ADAPRRC
4. Participation in national and international
   conferences e.g. ICAP, ICAA, RSA, SAAPSA, IMAG,
   TAG

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PROMOTE
ALCOHOL RELATED RESEARCH

• MAJOR RESEARCH INITIATIVES
• Adult life skills education
• Alcohol cost-benefit study
• Alcohol in pregnancy (FARR)

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PROMOTE
ALCOHOL RELATED RESEARCH

• MAJOR RESEARCH INITIATIVES
• CAPACITY DEVELOPMENT
• Institute for Health Training Development
  (IHTD) for the training of trainers.
• Alcohol Drug Abuse Prevention, Rehabilitation
  Research Centre (ADAPRRC) under direction of
  Prof Solly Rataemane.
• FARR (Foundation for Alcohol Related Research)
  under chairmanship of Prof Denis Viljoen.
• Post-graduate Research Fellowships at FARR since
  1998.

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FOUNDATION
FOR ALCOHOL RELATED RESEARCH (FARR)

• HISTORY OF ASSOCIATION
• 1995 funded FAS epidemiological study in W Cape
• 1996 established FARR with ongoing
  commitment on admin. costs
• 1996 NIAAA sponsored site visit of
  eminent alcohol scientists
• 1997 5 research projects launched
• 1997 ARA Postgraduate Research Fellowship
  launched

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FOUNDATION
FOR ALCOHOL RELATED RESEARCH (FARR)

• HISTORY OF ASSOCIATION
• CURRENT STATUS
• 17 research projects running or near completion
• Dr Nat Khaole and Dr Louisa Bhengu completed p-g
  studies

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FOUNDATION
FOR ALCOHOL RELATED RESEARCH (FARR)

• CURRENT PARTNERS / FUNDERS IN RESEARCH /
  PREVENTION
• NIAAA National Institute on Alcohol Abuse
  Alcoholism
• University of Cape Town Medical School
• University of Stellenbosch Medical School
• NHLS National Health Laboratory Services
• MRC Medical Research Council
• DoH Mental Health Substance Abuse Directorate
• Provincial DoH W Cape, Gauteng, N Cape, E Cape
• CDC Centers for Disease Control
• SAWIT SA Wine Industry Trust
• Kaiser Family Foundation
• University of New Mexico
• Indiana University School of Medicine
• Wayne State University
• University of Wisconsin

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ENSURE RESPONSIBLE MARKETING

• ARA Marketing Code Advertising, Packaging,
  Promotion and Media rules
• ARA Code of Business Practice
• Licensee Training programme curriculum
  development phase
• Responsible Drinking campaign radio medium

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Responsible Drinking Radio Campaign
Fireman
We get the message
Cant stop the bum rush
Morning after
Morning after
Morning after
Morning after
Morning after
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ENSURE RESPONSIBLE MARKETING

1. ARA Marketing Code Advertising, Packaging,
   Promotion and Media rules
2. ARA Code of Business Practice
3. Licensee Training programme curriculum
   development phase
4. Responsible Drinking campaign radio medium
5. Focus on underage drinking Voluntary adoption of
   lineNot for sale to persons under the age of
   18 on all advertisements
6. Multimedia campaign in preparation

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ADVERTISING CAMPAIGN
(in progress)
Television Adverts
Print
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missing
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sleep
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surf
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Pedestrian
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Fight
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Missing
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ARA POSITION
MESSAGES ON LABELS

• Alcohol warnings and warning labels an
  examination of alternative alcohol warning
  messages and perceived effectiveness
• De Carlo, T.E., R. Parrott, R. Rody and R.D.
  Winsor. J of Consumer Marketing 1997, 14/6
  448-62
• Compared with the influence of family and friends
  plus the impact of popular entertainment,
  advertising is of secondary importance for
  drinking and drug taking behaviour
• Social judgement theory and marketing practice
• consumers divide into three categories
• those inclined to decide in your favour
• those inclined to decide against
• the uncommitted

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ARA POSITION
MESSAGES ON LABELS

• The Australia New Zealand Food Authoritys
  reasons for rejecting an application requiring
  labelling of alcoholic beverages with a warning
  statement
• Does not necessarily change behaviour in at
  risk group
• Statements difficult to devise given complexity
  of issues and known benefits of moderate
  consumption
• Simple direct comparison with tobacco not valid
• Far better to target at risk groups with
  campaigns aimed at reducing alcohol-related harm
  

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ARA POSITION
MESSAGES ON LABELS

• The defeat of the Dianne Yates Bill on health
  warnings in New Zealand
• At risk groups are least likely to heed
  warnings
• Warnings may contribute to increased abuse
  through forbidden fruit mentality
• Ineffective in terms of chief purpose,viz.,
  discourage excessive drinking
• Better ways of educating people about alcohol
  that specifically target at risk groups

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ARA POSITION
MESSAGES ON LABELS

• Extensive RSA based research fails to
  identifylack of warnings / messages on labels as
  a risk factor
• FARR

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ARA POSITION
MESSAGES ON LABELS

• ANC Youth League Policy on Substance Abuse does
  not identify lack of warnings / messages on
  labels as a risk factor
• Developed over the period October 1998 and
  January 2001
• Formally adopted in April 2001
• Policy focuses on
• education to enable awareness of all aspects
• training
• early identification
• research

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ARA POSITION
MESSAGES ON LABELS

• Held in October 2000 under the auspices of SAWIT
• Risk factors identified similar to previously
  mentioned
• Interestingly, in needs and gap analysis,
  identified need for roll out of priorities and
  objectives of National Drug Master Plan

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Thank you
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