Presenters: Michelle Harvey Cheng Yang San Diego Youth Council

1
Presenters Michelle HarveyCheng
YangSan Diego Youth Council
2

• HISTORYThe San Diego Youth Council was founded
  in 2000 to provide key youth leadership for the
  San Diego County Policy on Youth Access to
  Alcohol. The Council is comprised of a diverse
  group of community leaders and youth from around
  San Diego County. The members of the Council are
  committed to reducing underage drinking through
  media and policy advocacy.
• OUR GOALOur goal is to combat mixed messages
  about alcohol that youth hear everyday through
  radio, magazines, television, and billboard
  advertising.

3
WHO LOSES?
    
2 teens die in car crash after night of drinking By Kristina DavisUNION-TRIBUNE STAFF WRITER June 9, 2006
                                                                   
JOHN GASTALDO / Union-Tribune In the garage of
one San Marcos home yesterday, friends signed
their names and wrote messages to "Javi" -
15-year-old Javier Alvarez who died in a car
4
WHO LOSES?

• The social cost of underage drinking in the U.S.
  has been estimated at 53 billion including 19
  billion from traffic crashes and 29 billion from
  violent crime. (National Academy of Science on
  Underage Drinking 2003)
• 3 teens are killed each day when they drink and
  drive. At least 6 more die every day from other
  alcohol related causes. (NHTSA 2003)

5
WHO WINS?

• The short-term cash value of underage drinking to
  the alcohol industry was 22.5 billion in
  200117.5 of total consumer expenditures for
  alcohol.
• The combined value of illegal underage drinking
  and adult pathological drinking to the industry
  was at least 48.3 billion, or 37.5 of consumer
  purchases for alcohol in 2001.

6
Solidifying Your Base

• The more alcohol ads young people see, the more
  they drink. Communities with more alcohol ads
  have higher levels of youth drinking. Each
  additional dollar alcohol companies spend on
  advertising raises the number of drinks youth
  consume by 3 percent. Snyder, Leslie B., et al.
  (2006) Effects of Alcohol Advertising Exposure
  on Drinking Among Youth. Archives of Pediatrics
  and Adolescent Medicine 160(1), 18-24.

7
Can it be helped?

• Youth saw 48 more beer ads, 20 more distilled
  spirits ads in magazines, but 66 FEWER wine ads
  than adults in 2003. (CAMY.org 2004)

8
Making sure they violate even their own guidelines
9
Wall Street Journal

• In April 2006 San Diego County Youth Council
  appeared in a front page article in the Wall
  Street Journal. We worked with Wall Street
  Journal reporter Miriam Jordan on how the alcohol
  industry targets predominantly Hispanic
  neighborhoods with more alcohol billboards than
  other areas. We drove Miriam to neighborhoods
  where 4 and 5 billboards in a row were all
  Spanish language alcohol ads.

10
San Diego County Youth Council Ad Campaign
11

• How Many People will see Youth Council
  Advertising from June-August 2006 ?
• Monthly Foot Traffic
• UTC La Jolla - 3,630,000
• Fashion Valley - 5,205,000
• Mission Valley - 3,498,000
• Plaza Bonita - 3,174,000
• (Foxmark Media 2005)

12

13

• Thank You!