Jimmy Jordan

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Presented by

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

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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.

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• What are they?
• How are they made?
• How they are taxed?

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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

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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
• And click on alcopops video under the resource
  column

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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

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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)?

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• 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

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Anheuser-Busch on Malternatives

• The beauty of this category is that it brings in
  new drinkers, people who really dont like the
  taste of beer, said Marlene Coulis,
• A-Bs Director of New Products.
• (Advertising Age, April 22, 2002)

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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.

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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

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Getting the Word OUT!!

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

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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.

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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!!!

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San Diego Experience

• Deb Pint
• San Diego County Office of Education

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Recommendations

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

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Napa County Office of Education Napa,
California Our Children, Our Future Action
Guide Printed 2007
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• How to Build Assets
• Parenting Skills
• The Lawtobacco, alcohol, drugs and party
  ordinance,parent liability
• Signs of Use What to do
• Alcohol TeensMyths Facts

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• Anger, Conflict, Bullying
• Body Image, Nutrition Healthy Weight
• Tattoos Piercing
• Depression, Suicide Prevention
• Gangs
• Resources

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No Alcohol Use Posters
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Napa County Office of Education Napa,
California Getting the Message Out Students as
the messengers CALENDAR 2008
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Jeanne Title Napa County Office of Education 2121
Imola Avenue Napa, CA 94559 707-253-3444 Jtitle_at_nc
oe.k12.ca.us
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• Questions Comments Are Welcome
• Thank You very much for your time!!