MEDIA ADVOCACY DEVELOPMENT

Media advocacy is the strategic use of newsa!ing through TV" radio

and news#a#ers to #roote #u$%ic de$ate" and generate counity
su##ort for changes in counity nors and #o%icies
This media advocacy section includes news releases, media advisories, photos, visual
information boards and actual articles published in newspapers. Some scans of actual
articles clipped from newspapers are included. You will need Adobe Acrobat Reader
to view these fles. The free download can be found at www.adobe.com
Media Advisory& A media advisory is like an invitation to a news event. It includes
the elements !", !AT, !#$, !#R#, and !Y.
'ourna%istic News (e%ease& A %ournalistic news release is more in&depth than an
advisory and contains a lead para'raph, back'round information, (uotes and details
on the issue.
DEVELOPIN) A MEDIA *T(ATE)Y
Media advocacy is the strategic use of newsa!ing" through TV" radio" #rint
or the Internet to increase awareness" #roote #u$%ic de$ate and generate
counity su##ort for change in counity nors or #o%icies+ This is a
hi'hly e)ective strate'y that can rapidly advance community norm chan'e around
undera'e drinkin' by modifyin' views about alcohol&related problems and solutions.
$ewsmakin' should involve youth, community members, business owners, law
enforcement and any other interested 'roups* and should be used strate'ically to
drive your policy 'oals forward.
+edia Advocacy as a ,revention Tool
-evelopin' a +edia Strate'y
+essa'e -evelopment
$ewsmakin'
DEVELOPIN) A MEDIA *T(ATE)Y
The frst step when doin' media advocacy is to determine your media strate'y. This
strate'y should be an inte'ral part of your overall strate'y. #ach piece of
newsmakin' you attempt should have a purpose, and should be part of a plan that
leads you down the path towards your policy 'oal. Remember, you are lookin' for
(uality, not (uantity with your newsmakin'* keep your newsmakin' focused and
strate'ic.
hen developin' your media strate'y, you need to answer the followin' (uestions.
hat is the problem or issue/
hat is the solution or policy 'oal/
ho has the power to make the necessary chan'e/
ho must be mobili0ed to apply the necessary pressure/
hat messa'es need to be developed for which 'roups/
Answerin' these (uestions can help you determine who your media advocacy work
should tar'et and how to tar'et them e)ectively.
+#-IA 1IT
This Action ,it has $een created to assist rura% counities in their e-orts
to #revent underage drin!ing+ It is meant to be a 2how.to.guide$oo!3 for
community members. Included in this Action 1it are.
e4amples that can be utili0ed by community leaders
a step&by&step outline for implementin' environmental prevention in rural
communities
and a ,ower,oint slide show with presenter notes.
/ody Te0t
introduction and overview
a step&by&step 'uide to implementation in your rural community
media advocacy as a prevention tool
useful statistics
'lossary of terms
resource list

A##endices
A##endi0 1
1ey Informant Interview
Tecate Alcohol "utlet #stablishment -escription -ata 5orm 6Risk Assesment7
R8A,, School Survey
Analysis of Survey
A##endi0 2
R8A,, orkplan
R8A,, Issue 9riefn'
:ondensed R8A,, Issue 9riefn'
A##endi0 3
:ommunity ,resentation
A##endi0 4
Youth orkshop Announcement
Youth orkshop A'enda
A##endi0 5
+edia Input Access :hannels
R8A,, +edia Advisory ; <une =, >???
R8A,, +edia Advisory ; September >=, >???
<ournalistic $ews Releases 6<$R7 @uidelines
$ews Release ; <une >, >???
$ews Release ; September >A, >???
Better to the #ditor @uidelines
Sample Better to the #ditor
"p&#d @uidelines
A##endi0 6
R8A,, +edia "utlet Table
Ruapp ,rint Articles list.
o San -ie'o 5amily +a'a0ine, Au'ust >???
o San -ie'o 8nion Tribune, September C?, >???
o Dalhalla !i'h School Sa'a, "ctober >???
o ,otrero !otline, September >???
P7(PO*E
This Action 1it has been created to assist rural communities in their e)orts to prevent
undera'e drinkin'. It is meant to be a 2how&to&'uidebook3 for community members.
Included in this Action 1it are e4amples that can be utili0ed by community leaders, a
step&by&step outline for implementin' environmental prevention in rural communities
and a slide show with presenter notes. Specifc and uni(ue issues faced by rural
areas will be addressed.
89Y DO T9E*E I**7E* NEED TO /E ADD(E**ED IN YO7( (7(AL COMM7NITY:
8ndera'e drinkin' is especially prevalent in rural communities 'iven the lack of other
activities for teena'ers, as well as limited fundin' and services for alcohol and other
dru' prevention pro'rams. Teena'ers 'et their alcohol from older friends and
siblin's, local stores and parents. @iven this, community members, parents, youth
and law enforcement must work to'ether to prevent the problems associated with
undera'e drinkin'. ,reventin' these problems involves more than enforcin' -8I
laws, it involves preventin' youth access to alcohol in the frst place. This is why it is
imperative that all facets of the community work to'ether to chan'e community
norms around providin' youths with access to alcohol.
As in the case in nonrural areas, drinkin' and drinkin'&related problems are not
confned to youth. Therefore addressin' drinkin'&related problems also means
focusin' some e)orts on adults and 'eneral alcohol&related problem reduction* rovin'
-8I patrols, service to over&into4icated people and controls on alcohol service at
community events.
There are a number of public health and safety problems related to teen drinkin'
includin'.
deaths and in%uries resultin' from impaired drivin'
unplanned pre'nancy*
drownin'*
se4ually transmitted infections, includin' !ID*
poor performance or drop out from school*
addiction to alcohol and other dru's*
alcohol&related crime and violence, includin' rape and murder
8ndera'e drinkin' and drivin' in rural communities can be especially deadly 'iven
the followin'. poorer road (uality, 'reater distances traveled by youth, and 'reater
distance from hospitals or emer'ency care facilities resultin' in a hi'h number of
deaths from alcohol&related crashes.
1
In fact, drivers under >E involved in fatal
crashes on rural roads are EF.GH more likely to be under the inIuence of alcohol than
drivers under >E on nonrural roads.
2
(7APP& ONE MODEL ;O( (7(AL ENVI(ONMENTAL P(EVENTION
The Rural 8ndera'e Alcohol ,roblem ,revention ,ro%ect 6R8A,,7 is a cross&
disciplinary, multiple&intervention demonstration pro%ect tar'etin' rural #ast San
-ie'o :ounty, :alifornia. This pro%ect was desi'ned to impact undera'e drinkin'
throu'h a public health and safety approach of enhanced community collaboration,
hi'h&visibility law enforcement and increased public information.
8ni(uely, it applied an environmental prevention model to the rural communities,
instead of a traditional individual&behavior focused prevention model. R8A,, was a
seed pro%ect that involved e4ploration and 'ettin' to know the community. This was
necessary before policy 'oals could be set for the pro%ect and work toward these
'oals could actually be'in.
Throu'hout this action kit, e4amples from R8A,, will be discussed. hile this is only
one e4ample of an undera'e drinkin' prevention pro%ect, it provides e4amples to
assist rural communities in their own work.
ENVI(ONMENTAL P(EVENTION IN (7(AL COMM7NITIE*
#nvironmental prevention is a prevention approach proven to reduce the problems
associated with undera'e consumption of alcohol. It does so by chan'in' the
underlyin' environment and social conditions contributin' to alcohol consumption by
minors. It chan'es the way alcohol problems are addressed from an individual focus
to an environmental focus. 8nlike individual&behavior focused prevention,
environmental prevention seeks to create permanent chan'e in the underlyin'
environmental conditions linked to the problems by achievin' policy and social norm
chan'es in the community and results in the broad, long-term chan'es necessary to
prevent recurrence of the problem.
#nvironmental prevention also assumes that reducin' alcohol availability will reduce
alcohol consumption or modify the conditions under which alcohol is consumed,
conse(uently reducin' alcohol&related problems.
3
Some environmental variables that
can be addressed are community attitudes and traditions, alcohol&retailer practices,
public event practices, public policy, marketin' strate'ies, lack of public awareness,
enforcement procedures, and access to appropriate resources.
"ne tool utili0ed in environmental prevention is media advocacy. +edia advocacy is
the strate'ic use of newsmakin' throu'h TD, radio, print and the Internet to promote
public debate and 'enerate community support to chan'e community norms or
policies. This topic will be discussed in more detail in Section III. +edia Advocacy as
a ,revention Tool.
89Y I* ENVI(ONMENTAL P(EVENTION E;;ECTIVE:
The more alcohol is available in the environment and the more socially acceptable
alcohol use is, the more likely it is that the community will have a hi'h rate of alcohol
consumption and therefore a hi'her rate of alcohol&related problems.
4
Rural
communities are faced with hi'h rates of undera'e drinkin' and limited resources to
prevent the problems associated with this risky behavior. #nvironmental prevention
can be used in rural to chan'e social and community norms surroundin' youth
access to alcohol and drivin' under the inIuence of alcohol.
Rural communities also have uni(ue circumstances that make environmental
prevention challen'in'. 5or e4ample rural areas tend to. have few media outlets
andJor be a lar'e distance from media outlets* have a lar'e 'eo'raphic area with a
widely dispersed population and few law enforcement oKcers* and few or'ani0ed
community, youth and parent 'roups. These are barriers that will be addressed in
this action kit.
R8A,, applied environmental prevention throu'h use of data, hi'h&visibility law
enforcement, media advocacy, and social norm modifcation around undera'e alcohol
consumption. ith the e4ception of its pro4imity to the 8.S.J+e4ico border, San
-ie'oLs backcountry is like many other rural communities in social attitudes and
demo'raphics. 5or e4ample. students are 'eo'raphically separated by many miles
and are served by a unifed school district with only one hi'h school* many hi'h
school students report that they drank alcohol at parties where parents were present,
or that parents purchased alcohol for them.
1elleher, 1.<., Robbins, <.+. 2Social and #conomic :onse(uences of Rural Alcohol
8se.3 $ational Institute of Alcohol Abuse and Alcoholism 6$IAAA7.
8npublished document, data from $ational !i'hway TraKc Safety Administration
6$!TSA7. EAA=, 5ebruary. EAAM Youth fatal crash and alcohol facts 6-"T !S F?F M>M7.
ashin'ton, -.:.. 8S -epartment of Transportation, $ational !i'hway TraKc Safety
Administration. $ational :enter for Statistics and Analysis, 5atal Accident Reportin'
System.
@rover, ,.B., ,h.-. 2,reventin' ,roblems Related to Alcohol Availability. #nvironmental
Approaches3, ,ractitioners @uide. -epartment of !ealth and !uman Services,
Substance Abuse and +ental !ealth Services Administration, :enter for Substance
Abuse ,revention. -!!S ,ublication $o. 6S+A7 AA&C>AF
@rover, ,.B., ,h.-. 2,reventin' ,roblems Related to Alcohol Availability. #nvironmental
Approaches3, ,ractitioners @uide. -epartment of !ealth and !uman Services,
Substance Abuse and +ental !ealth Services Administration, :enter for Substance
Abuse ,revention. -!!S ,ublication $o. 6S+A7 AA&C>AF
*te#.$y.ste# guide to i#%eentation+
This section wi%% ta!e you through a ste#.$y.ste# #rocess of environenta%
#revention that wor!ed successfu%%y for (7APP :lick on the number to follow
the link.
i7 Identify nature and scope of the undera'e drinkin' problem for your
particular community or re'ion 6also known as. 'ather dataNNN7
ii7 Identify stakeholders
iii7 #stablish policy and community norm chan'e 'oals
iv7 :ommunity "r'ani0in'
v7 :ampai'n plannin'
vi7 $ow what/ ,revention strate'ies that work
IDENTI;Y NAT7(E AND *COPE O; T9E 7NDE(A)E D(IN,IN) P(O/LEM ;O( YO7(
PA(TIC7LA( COMM7NITY O( (E)ION <AL*O ,NO8N A*& )AT9E( DATA===>+
The frst step in the prevention process is to 'ather information on the scope and
nature of the problem in your community. In other words, you need to gather data
AND understand what it signifes. -oes it show you where to focus the work/ ho to
tar'et with your intervention/
ho to work with to address the problem
-ata is an essential and powerful community&or'ani0in' tool. It is necessary to
understand the full scope of the undera'e drinkin' problem in your community* it is
hi'hly e)ective at spurrin' law enforcement and community 'roups to action around
your issue and as a hook for media covera'e. -ata also is useful when seekin'
additional fundin' for your work.
Your 'oal in collectin' data is to. identify the nature of the problem, identify the
locations where the problems are occurrin', investi'ate e4istin' laws relevant to the
problem and its solutions, to help determine which pro%ect components are workin',
and to fnd out if the desired chan'es are occurrin'.
-ata can be collected from several di)erent sources.
previously published data*
data from public a'encies, such as motor vehicle crash and hospital data*
data from surveys or information&'atherin' assessments you create and do
yourself*
last drink survey data*
-8I data from law enforcement a'encies*
county, state or nationwide data on undera'e alcohol and other dru' use and
other risky teen behaviors 6a 'ood source is the Youth Risk 9ehavior Survey7*
data on conse(uences related to teen alcohol use, such as local teen
pre'nancy or school dropout rates*
school surveys* and
alcohol outlet risk assessments.
In (7APP" severa% ethods were uti%i?ed to gather #re%iinary data&
,EY IN;O(MANT INTE(VIE8*+ These interviews are done to help determine what
prevention e)orts are currently underway, what attitudes are re'ardin' alcohol and
other dru' prevention, and how that person views the problem in the area. 5or
e4ample, if a law enforcement oKcer is bein' interviewed, they can help determine
how laws are currently bein' enforced, what enforcement priorities are and how an
a'ency or oKcer views the undera'e drinkin' problem in the area. 1ey Informant
Interviews should also be done with parents, policy makers, school leaders, health
workers, fre departments, etc. See Appendix 1 for a sample key informant interview
*C9OOL *7(VEY+ This was desi'ned to determine the alcohol and other dru'
e4periences of students in the <r. and Sr. !i'h School. See Appendix 1 for the !"A##
S$hool Survey School surveys are an ideal way to collect information about undera'e
alcohol and other dru' behaviors and e4periences amon' youth in a particular
re'ion. ith a 'ood instruction sheet, teachers can administer the survey
themselves.
It is important to remember that school surveys, like all self&report surveys, only
collect R#,"RT#- behaviors, which do not always correlate to A:T8AB behaviors.
Therefore, self&report surveys may not be as valid as direct collection of data such as
9A: levels. !owever self&report school surveys do enable you to compare your area
with other 'eo'raphic re'ions or national data, and also 'ive you the opportunity to
compare self&reported chan'es.
A great resour$e for s$hool and other youth surveys is %&uide to 'ondu$ting
(outh Surveys), by #a$if$ *nstitute for !esear$h and +valuation ,#*!+- for the
./$e of 0uvenile 0usti$e and Delin1uen$y #revention, and $an be found at
wwwudet$org
ALCO9OL O7TLET (I*, A**E**MENT*+ These assessments are another source of data
that is useful in determinin' the e4tent of responsible servin' and sellin' practices
occurrin' in on and o)&sale alcohol outlets. "utlet risk assessments will provide
additional information for law enforcement and community members to identify and
take action a'ainst problem outlets. The rural communities in R8A,, were
'eo'raphically close to the +e4ican border* therefore this method was utili0ed for
both 8.S. and +e4ican outlets. ,See Appendix 1 for a sample 2e$ate, 3exi$o .4-Sale
.utlet Survey- 2he !esour$e &uide at the end of this kit identifes resour$es for
$ondu$ting al$ohol outlet risk assessments
It is important to obtain data relevant to your local, rural community* county, state
and nationwide data are useful for comparisons, but not useful at showin' where you
should focus e)orts in your community. It is traditionally diKcult to obtain data from
state a'encies that is specifc to rural areas, therefore it may be necessary to create
your own surveys and utili0e some of your resources for problem identifcation
O7TCOME DATA
After your pro%ect is underway, it is important to evaluate scientifcally whether or not
it is achievin' the chan'es or outcomes it set out to deliver. "utcome data from your
pro%ect shows you if your pro%ect should be modifed or stopped because there are no
chan'es occurrin'. 5or a pro%ect of a small nature, it could be repeatin' the school
survey and risk assessment data to see if any desired chan'es are occurrin'. If
chan'es are not occurrin', why not/ hat should you be doin' di)erent to achieve
the desired chan'es/ -onLt continue a certain track of work %ust because you have
been doin' it for a lon' time, if it doesnLt work;fnd out why and chan'e itN
IDENTI;Y *TA,E9OLDE(*
Stakeholders are people with a vested interested in the problem you are addressin'.
These people are very important players in the process of creatin' chan'e in your
community. Stakeholders are 'enerally people who.
!ave the power to create the desired chan'es* andJor
Are a)ected by undera'e drinkin' and other alcohol&related problems
E*TA/LI*9 POLICY AND COMM7NITY NO(M C9AN)E )OAL*
E*TA/LI*9 POLICY O( COMM7NITY NO(M C9AN)E )OAL* 6hat do I want to chan'e/7+
This will help you identify which 'roups you wish to solicit participation and support
from. #4amples of policy 'oals are. on&'oin', re'ular hi'h&visibility -8I enforcement
operations includin' undera'e 0ero tolerance enforcement* Responsible !ospitality
Services* identify alcohol outlets that sell to minors and implement a plan to
eliminate the problem* restrict alcohol marketin'.
LI*T O/'ECTIVE* 6hat will need to be done to accomplish this chan'e/7+ $e4t,
list ob%ectives that need to be accomplished in order to achieve those policy
'oals. "b%ectives can be viewed as steps that will be carried out in order to
achieve your desi'nated policy 'oals. Remember. 9# STRAT#@I:N -onLt %ust
list 2thin's to do3, but carefully determine !Y each ob%ective should be
done, how, by when and by whom each should be carried out. #ach ob%ective
should be part of your overall strate'y. A detailed list of poli$y goals and
ob5e$tives for !"A## is listed in the !"A## 6orkplan in Appendix 7
P(IO(ITI@E 6hich 'oals should I focus on frst/7. Start with the mana'eable,
2easy3 to accomplish 'oals frst. Some broader reachin' 'oals will need to be
carried out after a stron' foundation of support has been built throu'h small,
incremental chan'es. 5or residents in rural communities, it is often 'ood to
have a few successes so they see that chan'e is possible, and then tackle the
lar'er, more diKcult 'oals.
COMM7NITY O()ANI@IN)
Residents in rural communities often say that they are too few in number to have an
impact, to 'et 'rant fundin' for prevention activities or even to 'et people to listen to
them. There were numerous separate, stron'ly identifed and 'eo'raphically
dispersed communities involved in R8A,,* all with small populations, but collectively
their numbers were 'reat. hen these communities came to'ether, their voice was
a stron', loud and powerful one.
hen addressin' the issue of undera'e drinkin', it must be a %oint e)ort between
youth, community, and law enforcement. Therefore, one 'oal must be to identify
and brin' to'ether individuals from di)erent facets of the community. :ommunity
support is necessary for increasin' awareness of the issue, advancin' enforcement
and other policy&based strate'ies, and buildin' public support for lon'&term chan'es
in the environment.
IDENTI;Y POTENTIAL COLLA/O(ATO(*
Think of people or 'roups in your community who are or should be concerned about
undera'e drinkin' and its e)ects. Bisted below are some 'roups identifed as
collaborators by R8A,,.
Counity )rou#s
; ,arks and Recreation -epartment
; Rural 5ire ,rotection -istrict and volunteer fre departments
; School community
; Bocal !ealth :enter
; Teen :enters
; Bocal :ommunity @roups
; Bocal :ity or Dilla'e :ouncils
; Senior :iti0ens "r'ani0ations
; 1iwanis
; Bocal alcohol retailers
; Youth 'roups
; ,arent 'roups 6i.e. ,TA7
; :ler'y
Law enforceent agencies
; !i'hway ,atrol
; Sheri) andJor police department
; 9order ,atrol
; 8.S. :ustoms
; $ational @uard
County.wide #u$%ic hea%th and enforceent agencies
;
!ow do you solicit support from these 'roups for your cause/ -rawin' on the
e4periences of R8A,,, there are always people who will work dili'ently and
passionately to address the issue of undera'e drinkin' in their community, the key is
to fnd them and motivate them to actionN And remember that community or'ani0in'
does not stop* it is an on&'oin' process that will continue as lon' as your pro%ect
does.
*evera% ethods were used $y (7APP to identify and recruit su##ortive
counity e$ers&
C(EATE AN I**7E /(IE;IN). Issue briefn's are a useful community&or'ani0in'
tool, but dependin' on len'th and comple4ity, may be more benefcial for
public health a'encies and other professionals whose assistance you attempt
to solicit. !"A##s *ssue 8riefng is in$luded in Appendix 7
C(EATE A *IMPLE P(E*ENTATION. This can be used to present your pro%ect at
community meetin's. The presentation should include your pro%ect goals,
potential $ollaborators, any data you have 'athered so far to show the scope
of the problem in your community, and how this pro%ect and addressin' these
issues will beneft the specifc community. Remember that you will need to
contact interested parties a'ain O so pass around a si'n&up sheet, 'ather
phone numbers and email addresses and contact them soon after the
presentation. See Appendix 9 a sample $ommunity presentation
; 7TILI@E T9E DATA= -ata is used to spur the community and law enforcement
into action, as a draw for media covera'e, for problem identifcation, and
when seekin' additional fundin'. The most e)ective way R8A,, found to
solicit the help of law enforcement and other 'roups was to show them %ust
how hi'h the rates of teen drinkin' and -8I and other related problems are in
their particular communityN
; (E)7LA(LY ATTEND COMM7NITY )(O7P MEETIN)*. Share your pro%ect with
community 'roups and do a preliminary assessment of who is interested, and
what they are willin' to do. Re'ular attendance and contact with 'roups are
essential to buildin' trust in rural communities.
; 9OLD A COMM7NITY ;O(7M. "nce you have some preliminary contacts in the
community, a community forum is an e4cellent way to 'ather residents
to'ether to tell them about the issue and solutions you will be workin' on. It
is also a place to 'ather more supporters. In R8A,,, a combined community
forum&cake auction was held, sponsored by the local health center, to inform
community members about e)orts and drinkin' laws.
; Conduct training wor!sho#s+ These can be for youth andJor community
members. #nvironmental prevention is a new way for communities to look at
undera'e drinkin' prevention. orkshops can used be to instruct people in
environmental prevention strate'ies, spokesperson or media advocacy
trainin's for participation in news events or other media around your pro%ect.
Several youth workshops were conducted in R8A,,. See Appendix : for
sample workshop agenda and announ$ement-
CAMPAI)N PLANNIN)
-evelop a lon'&term strate'ic plan, involvin' policy 'oals and media work to support
pro%ect 'oals. 5irst, establish a time frame and ob%ectives for your campai'n and then
develop an e)ective newsmakin' plan that delivers the needed messa'es to the
specifc tar'ets. $ewsmakin' that is strate'ic and focused around your issue is more
likely to accomplish results.
NO8 89AT: P(EVENTION *T(ATE)IE* T9AT 8O(,
$ow that you have identifed the problem and collaborators, you are ready to
implement prevention strate'ies. Several di)erent environmental prevention
strate'ies have been successfully utili0ed in R8A,,, as well as in numerous other
prevention pro%ects.
9I)9.VI*I/ILITY LA8 EN;O(CEMENT OPE(ATION*+
These are hi'h profle, fre(uent operations that include a law enforcement operation
in con%unction with community&driven newsmakin' around the operation, usually a
news event or news release and media advisory ,see Appendix ;-. The purpose of
media around your issue is to alert people to the fact that these events are occurrin',
with the assumption that people are less likely to take a risk, if they perceive a
likelihood that they will be cau'ht. #4amples of hi'h&visibility law enforcement
operations include.
o Rovin' -8I patrols*
o Sobriety checkpoints*
o -ecoy operations, where undera'e decoys attempt to purchase alcohol
in outlets* 6$"T#. it is not le'al to use undera'e decoys in some
places, therefore youn' lookin' adults can usually be used. 5or more
information see. !edu$ing al$ohol sales to underage pur$hasers< A
pra$ti$al guide to $omplian$e investigations at www.udetc.or'7
o Shoulder&tap operations, where undera'e decoys solicit stran'ers
outside outlets to buy alcohol for them*
o :ontrolled dispersal of undera'e drinkin' parties* and
o Increased enforcement of 0ero&tolerance and -8I laws for drivers under
>E.
(E*PON*I/LE /EVE(A)E *E(VICE. This includes server and mana'ement
trainin's and mana'ement policies desi'ned to reduce the likelihood of over&
into4ication and service to minors.
T(AIN COMM7NITY MEM/E(* IN ALCO9OL O7TLET (I*, A**E**MENT*. Trainin'
community members to do risk assessments at alcohol outlets and special
events can be an e)ective way to observe alcohol service behaviors and to
provide an on'oin' process of problem outlet identifcation.
; CONT(OL* ON ALCO9OL AVAILA/ILITY. This includes strate'ies such as
conditional use permits for alcohol outlets, controls on outlet location and
density, controls of alcohol use and sale at special events, controls on alcohol
use in public places such as parks, and restricted hours of alcohol sale. If your
rural area is in the process of lon'&term 0onin' plannin', the number of future
alcohol outlets and licenses available to the area can be proactively
determined.
CONT(OL* ON ALCO9OL AT COMM7NITY EVENT*+ <*EE CONT(OL* ON ALCO9OL
AVAILA/ILITY> This includes policies such as controls on location of
consumption, hours of alcohol sale at the event, and trainin' of servers and
bartenders.
CONT(OL* ON ALCO9OL ADVE(TI*IN). Restrictin' alcohol advertisin' in areas
fre(uented by youth, where stores can display alcohol advertisin' and si'na'e
on the outside of outlets are e4amples of e)ective controls on alcohol
advertisin'.
C(O**./O(DE( 8O(,. Since the communities in R8A,, were located close to
the +e4ican border, e)orts were made to reduce the Iow of alcohol across the
border throu'h increased enforcement at the border point of entry.
P(OVIDE COMM7NITY *PON*O(ED ALCO9OL.;(EE ACTIVITIE* ;O(
YO7T9+
5"R I$5"R+ATI"$ "$ T!#S# A$- "T!#R STRAT#@I#S T" #$5"R:# 8$-#RA@# -RI$1I$@ BAS, A
@""- R#S"8R:# IS.
,acifc Institute for Research and #valuation 6,IR#7
8ndera'e -rinkin' #nforcement Trainin' :enter
EE=E? 9eltsville -rive, Suite C??
:alverton, +- >?=?>&CE?>
www.udetc.or'
The ,IR# website contains many downloadable publications on strate'ies to prevent
undera'e drinkin' and operational 'uides for enforcement a'encies
7*E;7L *TATI*TIC*
Youn' people who be'in drinkin' before a'e EM are four times more likely to
develop alcohol dependence than those who bein' drinkin' at a'e >E. <1>
+ore than >.P million students do not know that a person can die from an
overdose of alcohol. <1>
Alcohol is a factor in the three leadin' causes of death for EM&>G year olds.
accidents, homicides and suicides. <1>
The more youth drink alcohol, the more likely they are to drink and drive, or
ride in a car where the driver has been drinkin'. <3>
Youn' drinkers use tobacco and other dru's more often than non&drinkers. <3>
Teens perceive alcohol to be less dan'erous than other dru's. <3>
#i'ht out of ten teens surveyed in a EAAF American Academy of ,ediatrics
study said there is nothin' wron' with undera'e drinkin' as lon' as teens are
responsible about the amount they consume. <3>
Amon' A
th
&'rade students, alcohol or other dru' use, or a combination of
substances, was the best predictor of early se4ual activity and failure to use
contraception. 5or youth, alcohol use more than any other sin'le factor is
responsible for more pre'nancies, se4ually transmitted diseases, and more !ID
infections. <1>
!i'h&school students who drink are four times more likely to have had se4ual
intercourse and twice as likely to have had four or more se4 partners than non&
drinkers, behaviors which increase the risk for !ID infection. <1>
Studies show that adolescents are less likely to use condoms when havin' se4
after drinkin' than when sober, puttin' them at hi'her risk for !ID and other
se4ually transmitted infections and unplanned pre'nancy. <2>
A survey of hi'h school students found that EF percent of females and CA
percent of males say it is acceptable for a boy to force se4 if the 'irl is stoned
or drunk. <2>
A survey in one rural community found that over M? percent of =
th
&E>
th
'raders
supported increasin' enforcement of undera'e drinkin' laws, over M=H
supported increasin' enforcement of drinkin' laws for all a'es and GM.MH
wanted to provide more alcohol education to the parents in their community.
<4>
(E;E(ENCE* CITED
<1>
:enter for Science in the ,ublic Interest. 9oo0e $ews. Alcohol ,olicies
,ro%ect. http.JJwww.cspinet.or'Jboo0eJalcyouth.htm
<2> The $ational :learin'house for Alcohol and -ru' Information. +akin' the
Bink. Se4 8nder the InIuence of Alcohol and "ther -ru's.
http.JJwww.health.or'J'ovpubsJml??MJinde4.htm
<3> -ru' Strate'ies. +illennium !an'over. 1eepin' Score on Alcohol.
-ru' Strate'ies. +illennium !an'over. 1eepin' Score on Alcohol.
http.JJwww.dru'strate'ies.or'JkeepscoreEAAAJinde4.htm
G. 5all EAAA +ountain #mpire !i'h School Alcohol and "ther -ru' #4periences
Survey. Institute for ,ublic Strate'ies, unpublished data.
)LO**A(Y O; TE(M*
CALL TO ACTION. a set of public policy 'oals or community practices bein' advocated
within a prevention strate'y
EDITO(IAL. an opinion piece written or aired by a media outlet to e4press its position
on an issue and to publicly endorse certain action or policy
ENVI(ONMENTAL P(EVENTION. form of prevention directed at chan'in' the underlyin'
conditions in the community or society that obstruct public health and safety 'oals.
'O7(NALI*TIC NE8* (ELEA*E. a 2stand alone3 story submitted to the media providin'
new and interestin' information. "ften coincidin' with a news event or release of a
study, news releases include details, statistics and (uotes that are easy for %ournalists
to use in their own stories.
LETTE( TO T9E EDITO(. a short and concise commentary or opinion submitted to
newspapers re'ardin' current news stories, editorials or "p&#d pieces.
MEDIA ADVI*O(Y. an announcement submitted to media outlets detailin' the who,
what, when, where and why concernin' a news event or news conference that they
are invited to attend.
MEDIA ADVOCACY. strate'ic use of newsmakin' throu'h TD, radio, newspapers and
the internet to promote public debate and 'enerate community support to chan'e
community norms or policies
MEDIA INP7T*. these are verbal or written information to the media and 'et its
attention. #4amples are. media advisories, news releases, phone calls and
interviews
MEDIA O7TLET*. these are the newspapers, other print media, radio stations and
television stations providin' news and opinion in our communities.
MEDIA O7TP7T*. these are ways in which issues, stories and opinions 'et printed or
broadcast. #4amples are. news articles, letters to the editor, feature stories, radio
interviews and television stories.
NE8* CON;E(ENCE. a formal 'atherin' where %ournalists will have, in one location,
various spokespersons presentin' new information and action plans. Questions and
answers, individual interviews follow the formal presentation.
NE8* EVENT. more colorful and action oriented than a news conference this is an
opportunity for various community spokespersons to 'et on the news in creative
ways at interestin' locations.
NE8*8O(T9Y. a story that is si'nifcant, interestin' A$- new* not the same old story
in the same old way.
O;;.*ALE O7TLET. location that sells alcohol for consumption o)&premises
ON.*ALE O7TLET& location that sells alcohol for on&premises consumption
OP.ED. a powerful option for e4pressin' a point of view in more detail than a letter to
the editor. "pposite the editorial pa'e, opinion is mi4ed with ob%ective information
and sellin' points from sources of authority.
P7/LIC A)ENDA. the issues or concerns currently in news headlines, talk shows and
opinion pa'es.
P7/LIC POLICY. ordinances, laws and re'ulations that impact public health or safety.
#4amples. public drinkin' ordinances, -8I laws and advertisin' practices.
,ey Inforant Interviews
,ey Inforant Interviews& Questions 'eared to law enforcement. ,urpose E7
to assess e4istin' level of enforcement of undera'e drinkin' laws and >7 willin'ness
to increase enforcement
E. $ame, A'ency, Rank
>. Ben'th of service at current substation and in the feld
C. hat are your normal work hours/
G. !ow does your a'ency respond to calls re'ardin' undera'e drinkin'/
M. !ow does your a'ency respond to calls re'ardin' minor in possession/
P. !ow does your a'ency respond to calls re'ardin' possession on school
'rounds/
=. !ow does your a'ency respond to calls re'ardin' minor attempt to purchase/
F. !ow does your a'ency respond to calls re'ardin' minor6s7 public drinkin'/
6Such as partyin' at a park7
A. !ow does your a'ency respond to calls re'ardin' minor6s7 -8I/
E?. -oes your department have a formal written policy or -irective for handlin'
alcohol enforcement/
EE. -o oKcers receive any speciali0ed trainin' by the department on dealin' with
%uvenileJalcohol related activity/
E>. -o you normally ride as a team/ YJ$ or respond to calls alone/
EC. !ow does your a'ency handle Rero Tolerance o)enders/
EG. !ow does your a'ency handle Ske' partiesS/
EM. here does your a'ency detain o)enders/
EP. -o you routinely contact parents of minors/
E=. If not, at what point do you contact parents/
EF. hat can you tell us about undera'e drinkin', local parties, outlets that sell,
places where tend han' out, etc./ 6any other observations/7
EA. hat do you see as contributin' factors to undera'e drinkin' in this area/
6parents, access, outlets in :alifornia, access in +e4ico, Teen boredom7
>?. ould your a'ency supportJparticipate in increased enforcement activities/
"R1 ,BA$
(ura% 7nderage A%coho% Pro$%e Prevention ProAect 8or!#%an
ProAect #eriod& <uly E, EAAA throu'h -ecember CE, >???
E0isting Pro$%e& Recent surveys of local hi'h school students indicate that
undera'e drinkin' is a bi' problem in rural communities of east San -ie'o :ounty.
5or instance, within the seven days prior to the survey, hi'h school seniors indicate
that.
=FH had ridden in a car with a drinkin' driver
=FH drank enou'h to be very drunk
Avera'e a'e of frst alcohol consumption was E> years old
The survey also tells us that 6amon' seniors7 the somsumption is always 6C>H7 or
usually 6G=H7 at parties where there is no parent present 6=GH7. These same seniors
tell us that access to alcohol is easy. The most common methods to obtain alcohol
were.
5riend 6MFH7 or stran'er 6C?H7 buys for them
9uy it in +e4ico by themselves 6C?H7 or a friend 6>PH7
9uy from a store that is known to sell 6>>H7
Several factors contribute to the e4istin' problem of undera'e drinkin' in this rural
area of #ast :ounty. ith the e4ception to its pro4imity to the 8SJ+e4ico border, San
-ie'oTs backcountry is not unlike many other rural communities in social attitudes
and demo'raphics. 5or e4ample.
@eo'raphically isolated by several miles, students are served by a unifed
school district with only one hi'h school
5amily lon'evity in the community 6over =?H of the hi'h school seniors have
lived in the community over P years7
GPH of the hi'h school seniors drank alcohol at a party where parents were
present
EPH of the hi'h school seniors report that thier parent buys alcohol for them
Descri#tion& :ross&disciplinary, multiple intervention pro%ect tar'etin' rural east
county communities alon' the !i'hway AG corridor 6be'innin' at <amul and
connectin' with Imperial :ounty7 in collaboration with Tecate, +e4ico. The pro%ect
draws upon e4istin' partnerships, such as San -ie'o :ounty Youth Access to Alcohol
,olicy ,anel* :ommunities A'ainst Substance Abuse 6:ASA7* San -ie'o :ounty
Responsible !ospitality :oalition 6R!:7* 5riday $i'ht Bive and I!ATs e4istin' :ross&
9order 8S Teen U 9in'e -rinkin' ,ro%ect to implement strate'ies and tactics
desi'ned specifcally to meet the uni(ue needs of rural communities.
Po%icy )oa%s&
Initiate and institutionali0e hi'h&visibility -8I enforcement 6includin' Rero
Tolerance Youth -rinkin' and -rivin'7 operations alon' the !i'hway AG
corridor.
Support the implementation of 8S :ustoms policy of inspection and
intervention re'ardin' undera'e alcohol possession and transportation amon'
8S teens at the Tecate border crossin'.
Support the creation of lon'&term policies of responsible hospitality practices
throu'hout the re'ion on both side of the border.
#stablish lastin' community process to identify alcohol outlets that sell to
minors and implement a plan to eliminate the problem.
O$Aectives& I9A wi%% #ursue the a$ove goa%s through the fo%%owing
counity and youth deve%o#ent" edia advocacy and enforceent
o$Aectives&
O$Aective B1& Increase enforcement of undera'e drinkin' laws.
,erform initial assessment consistin' of key informant interviews 6in the form
of a two level survey7.
:oordinate wJ ,olicy ,anelTs Baw #nforcement Task 5orce to identify and carry
out specifc enforcement interventions, strate'ies and tactics desi'ned to
meet rural east county needs. ,otential enforcement strate'ies include -8I
enforcement, enforcement at the border and a controlled dispersin' pilot
pro'ram.
O$Aective B2& :ollaborate with +t. #mpire !i'h School to provide youth
development and involvement in community&based, environmental prevention
activities.
; 5acilitate youth workshops 6>7 leadin' to the creation of youth coalition to
participate in AT"- prevention activities
O$Aective B3& ,articipate in the :ollaborative -esi'n of Responsible 9evera'e Sales
and Service Trainin'
Risk assessments 6>7 in rural #ast :o. to identify problem outlets and provide
leadership in developin' recommendations and implementation plan.
Intake and interpret learnin's from bar assessments and survey work of I!ATs
:ross&9order ,ro%ect.
O$Aective B4& ,rovide media advocacy services in support of the pro%ect
:oordinate strate'ic newsmakin' opportunities 6such as hi'h&visibility
enforcement operations7 to support the 'oals of the pro%ect.
Tar'et local community papers and electronic media to 'enerate a minimum
of E newsmakin' cluster per year. $ews tar'ets include. 8nion Tribune 6E7,
radio 6E7, school paper 6E7, backcountry papers 6>7, and +e4ican media outlets
6E7.
Tar'et appropriate community and youth participants and collaborators to
participate in e4istin' newsmaker skills trainin' opportunities scheduled
throu'hout the contract period.
,ost media advisory, releases and output summary on pro%ect web pa'e.
O$Aective B5& :ollaborate with S-S8 5oundationTs :ombatin' 8ndera'e -rinkin'
,ro%ect in the development and interpretation of various assessment tools.
:arry out on&site assessments 6C7 in Tecate, +e4ico.
!old discussions with ,IR# re'ardin' 'atherin', analysis and distribution of
assessment data pertinent to Tecate, :alifornia and Tecate, +e4ico, similar to
that of I!A :ross&9order ,ro%ect in the -an -ie'o J Ti%uana re'ion.
Alcohol consumption behaviors amon' +t. #mpire !i'h School and +iddle
School students.
O$Aective B6& ,roduce Action 1it for :ombatin' 8ndera'e -rinkin' in Rural
:ommunities for information to be utili0ed by other rural communities in desi'nin'
their own interventions.
Action 1it will be comprised of pro%ect slides 6not to e4ceed EM, E? of which
will be from pro%ect materials such as news articles, list of collaborators and
meetin' a'endas andJor announcements7* a Show toS booklet 6not to e4ceed
>M pa'es7* and a videotape.
I!A will provide one copy to ,ro%ect -irector, Ray -i:iccio, alon' with
electronic disk from which it can be reproduced.
,ost Action 1it 6with e4ception to the video7 on the pro%ectTs web site in a
manner in which it can be downloaded by web users.
O$Aective BC& ,ro%ect eb pa'e
5acilitate the development and publication of a pro%ect web pa'e and ill
oversee postin' appropriate pro%ect&related materials to that web pa'e
O$Aective BD& ,roduce Issue 9riefn' 6>&pa'e7 on :ombatin' 8ndera'e -rinkin' in
Rural :ommunities usin' pro%ect processes and outcomes as a case study for use by
other rural communities throu'hout :alifornia.
-istribute Issue 9riefn' amon' pro%ect partners, includin' +t. #mpire School
-istrict, 8S :ustoms, San -ie'o :ounty !ealth U !uman Services A'ency,
Alcohol U -ru' Services, :ASA, and selected elected oKcials, amon' others.
,ublish the Issue 9riefn' on the pro%ect web pa'e
Potentia% Co%%a$orators
:ASA
:ountywide Baw #nforcement Task 5orce on 8ndera'e -rinkin' 6,olicy ,anel7
S- :o. Responsibility !ospitality :oalition
+t. #mpire School -istrict
S- :o. Sheri)s -ept.
9order ,atrol
8S :ustoms 6Tecate, :alifornia ,ort of #ntry7
:!,
Rural 5ire -istrict
Rero Tolerance ,ro%ect
Tie%ine
'u%y EE
:omplete plannin' process U a'reements
Analy0e initial student alcohol use and focus 'roup data 6from :ombatin'
8ndera'e -rinkin' ,ro%ect7
-efne pro%ect partners and roles
-esi'n key informant interview tool
:omplete frst round of key informant interviews 6law enforcement, 8S :ustoms,
9order ,atrol and I$S7
:omplete initial draft of Issue 9riefn'
Aug EE
:arry out initial on&site assessment in Tecate, +e4ico
:oordinate wJ ,olicy ,anelTs Baw #nforcement Task 5orce re. plan for specifc
enforcement interventions, strate'ies and tactics.
Initiate desi'n of pro%ect web pa'e
Initiate development of Action 1it 6materials will be compiled throu'hout the
duration of the pro%ect7
Revise U distribute 6fnal7 Issue briefn' 6post to the web site7
*e#t EE
,lan, recruit sand desi'n materials for Youth Beadership workshop
,ost appropriate pro%ect materials on web pa'e 6on&'oin' throu'hout pro%ect7
1ey Informant interviews 6level >7
Risk assessment VE to I- problem outlets
9uild support for enforcement intervention strate'ies U plan of action
,repare lo'istics for hi'h&visibility law enforcement operation 6VE7
Oct EE
5acilitate workshop VE in partnership wJ +t. #mpire !i'h School
!old discussion wJ ,IR# re. 'atherin', analysis and distribution of assessment
data pertinent to Tecate, :A U Tecate, +e4ico.
Intake and interpret bar assessment, develop intervention plan
:arry out hi'h&visibility enforcement operation 6VE7 wJ media cluster
Nov EE
Implement R9S U ,ractices strate'ies and intervention plan wJ problem outlets
68S side7
Dec EE "n&site assessment 6V>7 at bars in Tecate, +e4ico.
'an FF Implement R9S in Tecate, +e4ico
;e$ FF ,lan, recruit and develop materials for youth workshop 6V>7
Mar FF
5acilitate workshop 6V>7 wJ +t. #mpire school students
Assessment 6V>7 of problem alcohol outlets
A#r FF Revisit intervention plan for problem outlets
'une FF
Intake and interpret learnin's from bar assessment and survey work 6both 8S and
+e4ico7
'u%y FF "n&site assessment 6VC7 at bars in Tecate, +e4ico
Aug FF :omplete production of Action 1it
*e#t FF ,ro%ect presentations 6as deemed appropriate7
Oct FF ,repare fnal report
Nov FF Submit 5inal Report
Dec FF -istribute Action 1it
Issue /rieGng& A Pu$%ic 9ea%th and *afety A##roach to Co$ating 7nderage
Drin!ing in (ura% Counities
Au'ust EAAA
Issue. :ombatin' undera'e drinkin' in San -ie'oTs rural east county communities
throu'h a public health and safety approach of enhanced community collaboration,
hi'h&visibility law enforcement and increased public information.
O$Aectives of this Issue /rieGng&
E. -escribe opportunities for new, preventive collaboration on undera'e drinkin'
in San -ie'oLs rural east county communities, involvin' law enforcement,
public education, and public health a'encies*
>. #ncoura'e the broadenin' of community participation in combatin' undera'e
drinkin'*
C. Support the introduction in rural communities of the best&proven strate'ies to
prevent and reduce undera'e drinkin'.
Overview of E0isting Pro$%e
A recent survey of local hi'h school students indicates that undera'e drinkin' is a bi'
problem in rural communities of east San -ie'o :ounty. 5or instance, hi'h school
seniors indicate that.
=MH drank alcohol within the C? days prior to the survey 6as compared to
G=.EH in San -ie'o :ity Schools and ME.PH nationwide7.
=FH had ridden in a car with a drinkin' driver within seven days prior to the
survey
=FH drank enou'h to be very drunk within seven days prior to the survey.
Avera'e a'e of frst alcohol consumption was E> years old.
The survey also tells us that, amon' seniors, the consumption is always 6C>H of the
time7 or usually 6G=H of the time7 at parties where there is no parent present 6=GH7.
These same seniors tell us that access to alcohol is easy. The most common methods
for youths to obtain alcohol are.
5riend 6MFH of the time7 or stran'er 6C?H of the time7 buys for them
9uy it in +e4ico by themselves 6C?H of the time7 or a friend 6>PH of the time7
9uy from a store in :alifornia known to sell 6>>H of the time
Several factors contribute to the e4istin' problem of undera'e drinkin' in this rural
area of #ast :ounty. ith the e4ception to its pro4imity to the 8S J +e4ico border,
San -ie'oLs backcountry is like many other rural communities in social attitudes and
demo'raphics. 5or e4ample.
Students are 'eo'raphically separated by several miles and are served by a
unifed school district with only one hi'h school
GPH of the hi'h school seniors say they drank alcohol at parties where
parents were present
EPH of the hi'h school seniors report that their parent buy alcohol for them
This Issue 9riefn' lays out a public health strate'y to introduce a broad, hi'hly
collaborative and eKcient plan to reduce youth access and undera'e drinkin' in the
rural communities of San -ie'o :ounty
The Strate'y.
E. Increase ca#acity and e-ectiveness of co%%a$oration on underage
drin!ing issues $y agencies and counity e$ers& San -ie'oLs rural
east county communities have %ust be'un to identify potential partnerships to
work collaboratively on AT"- issues. These rural communities have stron'
self&identities and are new to community&based prevention work. Identifyin'
shared issues can stren'then collective partnerships and ma4imi0e shared
resources. $ewly established local coalitions should draw pro'rammatic
support from e4istin' partnerships, such as San -ie'o :ounty Youth Access to
Alcohol ,olicy ,anel* :ommunities A'ainst Substance Abuse 6:ASA7* San
-ie'o :ounty Responsible !ospitality :oalition 6R!:7* 5riday $i'ht Bive and
I!ALs e4istin' :ross&9order 8S Teen U 9in'e -rinkin' ,ro%ect. 6See
2Resources3 below.7
>. Introduce high visi$i%ity %aw enforceent& Scientifc studies in :alifornia
and elsewhere prove that stron' -8I enforcement, fre(uent public information
about -8I enforcement and broad discussion of safer community norms
reduces -8I and si'nifcantly enhances public health and safety on a
preventive basis. There has been little enforcement of various -8I and
undera'e drinkin' laws throu'hout San -ie'oLs rural communities. Adults and
youth from local prevention coalitions, education community and the public
health arena can beneft from learnin' newsmakin' skills and techni(ues to
work in support of increased public safety. ,olice, workin' closely with and
receivin' support from community residents and 'roups, can increase both
the ran'e and fre(uency of -8I enforcement interventions as a prevention
tactic. $ationally, many -8I&related laws are either not enforced or are under&
enforced in most communities. "pportunities to initiate and institutionali0e
hi'h&visibility enforcement in rural communities include. multiple&-8I o)ender
vehicle impound, well publici0ed -8I checkpoints, rovin' multi&a'ency -8I
intensive patrols, Rero Tolerance for youth -8I enforcement, use of the Sni)er
5lashli'htJalcohol detector, undera'e alcohol purchase decoy operations, and
other pre&tested tactics.
C. Incor#orate the use of data and newsa!ing& To provide the much
needed public understandin' and support for solvin' -8I problems in rural
communities, appropriate data 6includin' -8I and youth 0ero tolerance
arrests, alcohol&involved crashes and alcohol sales to minors violations7 should
be collected and utili0ed. The use of such data can help stren'then newly
formin' coalitions, identify factors that contribute to alcohol&related problems,
and evaluate e)ectiveness of this demonstration pro%ect and of the
community tactics put to use.
G. Co%%a$orate with resources outside of rura% East County& hile
prevention coalitions are newly formin' in San -ie'oLs rural #ast :ounty
communities, there is e4tensive support for their work from well&established
and e4perienced prevention practitioners throu'hout San -ie'o :ounty. Rural
community leaders should draw upon the environmental and community&
based prevention resources such as the San -ie'o :ounty Youth Access to
Alcohol ,olicy ,anel, :ASA and I!ALs :ross&9order 8S Teen and 9in'e -rinkin'
,ro%ect. #ast :ounty public health and safety or'ani0ations should be
encoura'ed to fully participate in undera'e drinkin' prevention leadership
development, skills buildin' workshops and activities at the county level.
Action&oriented strate'ies and tactics, such as those su''ested here, will
foster collaboration and encoura'e continued prevention work at the local
level. "nce collaborations are workin' and initial capacity buildin' and
interventions have be'un to be implemented, police and community a'encies
can %oin forces to attract outside 'rant fundin' for their work. Sources in the
state and federal 'overnment welcome broadly collaborative fundin'
applications that include components of a stron' knowled'e base, a powerful
public information campai'n and enhanced enforcement.
(esources& To determine how you can participate in this collaborative, cross&
disciplinary demonstration pro%ect to combat undera'e drinkin' in rural
communities, please contact any one of the a'encies listed below. Co$ating
7nderage Drin!ing ProAect& PEA&PA>&FG=M contact. <udy alsh&<ackson
; Counities Against *u$stance A$use <CA*A>" East County
Counity Prevention A%%iance& PEA&GG>&>=>= contact. <im :rittendon
; Institute for 9ea%th Advocacy <I9A> . PEA&G=G&FFGG e4t. >A contact. ,atti
Yanochko
; Mt+ E#ire 9igh *choo% ;riday Night Live Cha#ter& PEA&G=C&FP?E
contact. <ohn Bellaveer
; *an Diego County (es#onsi$%e 9os#ita%ity Coa%ition <(9C>. FMF&=AC&
EMFM contact. +arian $ovak
; *an Diego County Youth Access to A%coho% Po%icy Pane%& PEA&PA>&FCAM
contact Ray -i:iccio
Initial fundin' has been provided by San -ie'o State 8niversity 5oundation and the
:alifornia "Kce of TraKc Safety.
Condensed Issue /rieGng
*oe inforation a$out underage drin!ing in *an Diego CountyHs rura%
counities&
Accordin' to a recent survey of local hi'h school students . . . undera'e drinkin' is a
bi' problem in rural communities of east San -ie'o :ountyN
=FH of local hi'h school seniors had ridden in a car with a drin!ing driver
within seven days prior to the surveyN
Avera'e a'e of frst alcohol consumption was 12 years o%d=
=FH of local hi'h school seniors dran! enough to $e very drun! within
seven days prior to the surveyN
GPH of local students drink alcohol at parties where #arents are #resent,
while MPH of hi'h school seniors have o$tained $eer fro Me0ico, either
by themselves or from a friend.
Teen drinkin' contributes to lots of public health and safety problems includin'.
-eaths from in%uries resultin' from impaired drivin'
8nplanned pre'nancy
,oor performance of drop out from school
Addiction to alcohol and other dru's
Alcohol& related crime and violence includin' rape and murder
e can do somethin' to protect teens and in doin' so, the entire communityN A
public health and safety strate'y is to introduce a comprehensive, hi'hly
collaborative and eKcient plan to reduce youth access and undera'e drinkin' in the
rural communities of San -ie'o :ounty. This strate'y includes.
Increase ca#acity and e-ectiveness of co%%a$oration on underage
drin!ing issues $y agencies and counity e$ers+ orkin'
to'ether to discover shared issues and solutions can stren'then partnerships
and ma4imi0e shared resources.
Introduce high.visi$i%ity %aw enforceent+ There has been little
enforcement of various -8I and undera'e drinkin' laws throu'hout San
-ie'oTs rural communities. Stron' -8I enforcement, fre(uent public
information about -8I enforcement and broad discussion of safer community
norms reduces -8I and increases public safety.
Incor#orate the use of data and newsa!ing+ This helps provide public
understandin' and support for solvin' -8I problems in rural communities.
Co%%a$orate with resources outside of rura% East County+ e can learn
from each otherN
To'ether we can chan'e these dan'erous statistics on undera'e drinkin' in the rural
communities in San -ie'o :ounty. :all today to participate and learn more about
potential collaborators and resources you can utili0e.
,atti Yanochko, Institute for !ealth Advocacy, 6PEA7 G=G&FFGG e4t. >A,
pyanochkoWiha&news,or'
Initial fundin' had been provided by San -ie'o State 8niversity 5oundation and the
:alifornia "Kce of TraKc Safety.
Counity Presentation
East County (ura% I Tecate /order
Teen Drin!ing Prevention
Small pro%ect over EF months
must be measurable U measured
Pro$%e that e0ists& 7nderage Drin!ing
FMH of local hi'h school seniors drank alcohol in the past week
9elieved source of alcohol. Tecate, +e4ico
Change Targeted
Reduce undera'e drinkin' amon' rural east county teens
Reduce youth access to alcohol in rural east county 6includin' Tecate, +e4ico7
Reduce -8I&related crashes alon' !wy AG corridor
;O7( Co#onents of the ProAect
Increase law enforcement of undera'e drinkin' laws
:ommunity or'ani0in'
Youth development
+edia advocacy
8eHve identiGed these #otentia% co%%a$orators
9order ,atrol
8S :ustoms 6Tecate7
S- :o. Responsible !ospitality :oalition 6+arian $ovak7
+t. #mpire School -istrict
S- :o. Sheri)s -ept.
:!,
Rural 5ire -istrict #mer'ency +edical Aid
#l :a%on :ASA
:ountywide Baw #nforcement Task 5orce on 8ndera'e -rinkin'
And have #%anned this #rocess&
,erform initial assessment
Implement some hi'h visibility enforcement operations
#nforcement at the border
R9S on both sides 6rural community U Tecate, +e4ico7
Data Avai%a$%e
Bast drink survey
!i'h school survey
Youth 8or!sho# Announceent
8ednesday" Octo$er 2C" 1EEE
4&FF . 6&FF #
Location& :ampo :ommunity :enter
Descri#tion& Youth Beadership -evelopment and ,articipation in :ommunity
9uildin'
Youth Ma!ing 9ead%ines as Counity Change Agents
An alternative way to prevent alcohol and other dru'&related problems
hy should you be involved/
9ecomin' a leader. @et involved in your community
9ow the Media 8or!s
-efnitions
The role and power of the news in community&driven, policy&based prevention
strate'ies
#4amples of youth participation in newsmakin' campai'ns
9ow to $ecoe invo%ved in strategic" #ur#osefu% newsa!ing=
)IVE YO7T9 A VOICE=
5or more information, please contact -ana Stevens at 6PEA7 G=G&FFGG e4t EP or at
dstevensWiha&news.or'
,lease RSD, by "ctober >M #lmar at 6PEA orkshop funded by the S-S8 :ombatin' 8ndera'e
-rinkin' a pro'ram of "<<-, and the :alifornia "Kce of TraKc Safety7 G=G&FFGG e4t EA
YO7T9 8O(,*9OP A)ENDA
YO7T9 LEADE(*9IP DEVELOPMENT AND
PA(TICIPATION IN COMM7NITY /7ILDIN)
"ctober >=, EAAA
8hy Counity /ui%ding
Youth participation in AT"- problem prevention, a shared commitment for
buildin' healthier communities
hy should you be involved in community advocacy/
Alternative ways of lookin' at prevention of alcohol and other dru'&related
problems
Youth Ma!ing 9ead%ines
9ecomin' a leader. @et involved in your community
@ettin' started. The (uestions
here to fnd the answers
!ow you can become involved in strate'ic, purposeful newsmakin'
campai'ns
Youth orkshops funded by Alcohol and -ru' Services,
San -ie'o :ounty !ealth U !uman Services A'ency
5acilitated by the Institute for health Advocacy
MEDIA INP7T ACCE** C9ANNEL*
These are ways to #rovide in#ut to edia out%ets and attract their
attention+ 8hat gets covered" #u$%ished or $roadcast <an out#ut> is
deterined $y the edia+
News Events
:ommunity 'roups can 'enerate news interest by creatin' events for the media. The
'oal is to achieve covera'e;not for simple publicity purposes, but for spreadin' your
advocacy messa'e. Things to ree$er& 1eep it brief, simple, focused on new
information andJor action and strate'ically timed. 5or television news events, must
be visual* for radio they must have 'ood sound
News AdvisoryIMedia Advisory
This is a self&written information piece about your messa'e or event that is sent to
the news media. Things to ree$er& To 'rab the attention of news editors and
assi'nments desks your advisory needs to.
9e clearly and concisely written
:ontain Swho, what, where, when, why and howS
!ave an interestin' headline and attention&'rabbin' be'innin'
!ave a contact name and phone number for more information or interview
arran'in'.
'ourna%istic News (e%ease <'N(
This is a self&written information piece about your messa'e, news story or event with
more depth and detail than an advisory. Things to ree$er& A <$R tells a story
and comes to life with facts and f'ures, names and (uotes, and a call to action.
$ews releases are especially helpful to smaller newspapers and radio stations that
canTt write or even 'et out to cover every story. ,arts of a 'ood news release often
will be printed or used in a news short %ust as submitted.
Interviews
These can be very e)ective for advancin' your advocacy 'oals, 98T re(uire careful
plannin' and preparation. Things to ree$er& 9efore acceptin' an interview
invitation, know all you can about the station or paper. 9e clear about their S'round
rules,S the host and any politics. Is the host or interviewer truly interested in serious
discussion "R %ust 'oin' to provoke conIict and confrontation/ If you are not sure"
ree$er not a%% e0#osure is good e0#osure= 9e prepared with main talkin'
points, data, ar'uments and counter&ar'umentsN
These are ways to $e heard in which you" serving as the writer or author"
9AVE CONT(OL over the essage+ These edia in#uts genera%%y dou$%e as
out#uts
Letters to the Editor
These 'o into one of the most widely read sections of newspapersN Betters from
readers create a public forum. They are heavily read and help defne community
sentiment on current issues. Things to ree$er& 1eep it brief and well focused on
a sin'le point. +any newspapers publish in their letters section 'uidelines for writin'
and submittin'.
O#.Ed Pieces
These are columns usually opposite a newspaperTs editorial pa'e. hile often written
by established %ournalists, many papers will publish 'uest columns or opinion pieces
by e4perts in the community. Things to ree$er& It is important to know a
paperTs policies and re(uirements re'ardin' 'uest "p&#ds. These columns are, bein'
lon'er than letters, provide the opportunity for more in&depth presentation of issues
and solutions
Pu$%ic *ervice Announceent <P*AHs>
These may be useful as part of lar'er media advocacy campai'n Things to
ree$er& ,roduction costs, lack of control over if and when they are broadcast and
political sensitivities re'ardin' messa'e content su''est ,SATs are not that practical
or e)ective an element in media advocacy activity.
Paid Advertising
Time and space for billboards, spot ads and posters can be e4pensiveN !owever,
sometimes the advanta'es of payin' for advertisin' make the costs worthwhile.
Things to ree$er& ,aid ads allow you to shape and control messa'es. You also
have a choice as to when and where they are seen or heard. They can help reinforce
all the SfreeS e4posure media advocates 'ain throu'h other newsmakin' options
.
News Advisory
;or Iediate (e%ease Contacts& ,atti Yanochko, 6PEA7
'une C" 2FFF G=G&FFGG e4t. >A
S't. 1evin +inkle, 6PEA7 G?E&>???
EA*T CO7NTY C9P O7T IN ;7LL ;O(CE ;O( )(AD7ATION
D7I Patro%s Target 7nderage Drin!ing and I#aired Driving
89AT& #ast :ounty :!, conducts Strike 5orce -8I ,atrols to detect undera'e
drinkin' and impaired drivin'. Additional patrol units will be combin' the area lookin'
for -8I drivers durin' 'raduation weekend.
89EN& ;(IDAY EVENIN)" '7NE E" 2FFF+
89E(E& At 7ndisc%osed Locations A%ong 9ighway E4
<P%ease ca%% *gt+ Min!%e for e0act %ocations>
89Y&
8ndera'e drinkin' and drivin' and other alcohol&related problems increase
durin' hi'h school 'raduation.
Youn' people in rural #ast :ounty have easy access to alcohol. They 'et it
from friends, nei'hbors, stran'ers and even their own parents.
A recent survey of hi'h school seniors in the area revealed that =FH had
ridden in a car with a driver who had been drinkin'.
G>H of seniors reported drinkin' and drivin'.
=MH of hi'h school seniors surveyed stated they had drunk alcohol in the C?
days prior to the survey.
=GH of students consume alcohol at parties with no adults present* GP H drink
at 'atherin's attended by parents and EPH 'et their parents to buy alcohol
for them.
:alifornia has a Rero Tolerance law prohibitin' anyone under >E from
consumin' any alcohol.
89O&
S't. 1evin +inkle, :!,&#l :a%on, 6PEA7 G?E&>???
<im :o4, +ount #mpire <r.JSr. !i'h School ,rincipal, 6PEA7 G=C&FP?E
<udi Isbell, +ountain !ealth :enter in :ampo, 6PEA7 G=F&M>MG
News Advisory
;or (e%ease Contacts&Scott Southward, 6PEA
*e#te$er 2C" 2FFF G=G&FFGG e4t. EG :ell. PEA&=EA&
>?M?
,atti anochko, PEA7 G=G&FFGG e4t. >A
*9OC,IN) NE8 DATA MO/ILI@E* COMM7NITY TO ACTION A)AIN*T
7NDE(A)E D(IN,IN)
/oo?e& /ig #ro$%e for $ac!country youth
89EN J 89E(E. ;riday" *e#te$er 2E" 1F&3F A+M+
+ap Stop parkin' lot on westbound side of Interstate F, between Alpine U #l :a%on
89AT& :ommunity leaders and law enforcement 'ather near the spot where a E=&
year old was recently killed comin' back from a party in the Alpine area* unveil
dramatic new data revealin' alcohol as a dire threat to backcountry youth* and si'n a
petition callin' for community action to prevent youth access to alcohol.
89Y&A 1EEE survey conducted at Mountain E#ire 'r+I*r+ 9igh *choo%
revea%ed that aong 11
th
.12
th
graders in rura% East County&
$early P?H reported drinkin' within C? days prior to the survey*
CEH had ridden in a car with a drinkin' driver, EAH had driven drunk
themselves and almost M?H had drank enou'h to feel drunk within C? days
prior to the survey.
$early G?H of youth had obtained beer from parties where parents were
present, while >PH purchased alcohol from a local store, and CCH of E?
th
&E>
th
'raders who visited Tecate, +e4ico bou'ht alcohol there either at a bar or a
store.
e are initiatin' a :all to Action to rally the communities in rural #ast :ounty
to address the problem of alcohol access and use amon' teena'ers.
89O&
<udith Isbell, Southern !ealth Services, +ountain #mpire :ollaborative, 6PEA7
G=F&M>MG
<im :o4, +ountain #mpire <r.JSr. !i'h School ,rincipal, 6PEA7 G=C&FP?E
,astor Robert a'ener, :hapel of the !ills :hurch, 6PEA7 >AP&=>PF
S't. Rod @ilmore, San -ie'o Sheri)Ls -epartment ,ine Dalley, 6PEA7 G=C&F==G
<an !edlun, ,otrero&Tecate :ommunity Soup, 6PEA7 G=F&>A?P
,ublic health advocates and law enforcement from throu'hout San -ie'o
:ounty
VI*7AL*&
+emorial shrine on side of Interstate&F dedicated to E=&year old victim
A call to action petition will be unveiled* loaded with si'natures from
concerned backcountry residents.
5ire en'ine from Rural 5ire ,rotection -istrict
JOURNALISTIC NEWS RELEASES
rite the story yourself as thou'h you are a reporter. :an you ima'ine this story on
the TD news or see it in the paper in the form you are writin' it/
E. Since news releases will not be printed until the ne4t day 6at the earliest7 they
are to be written as if the event has already occurred. This is $"T a news
event announcement.
>. If you want your story to be carried, make this a SAB#S piece. +ake it
interestin', full of real information, and easy to %ournalists to work with.
C. Tell the truth.
G. Include !", !AT, !#R#, !#$, !Y, 5R"+ and 5"R +"R# I$5"
:"$TA:T as a minimum. +ost interestin' part frst, ne4t most important
second, and so on.
M. rite in S!"RT ,ARA@RA,!S.
P. Include statistics, pre&approved (uotes, and other forms of information you
know will be 'eneral.
=. Include list of Sfor more infoS people, showin' phone numbers and speciali0ed
areas of knowled'e or e4perience. Include cell and home phones when
appropriate.
F. Include R#B#AS# TI+# A$- -AT#.
News (e%ease
;or Iediate (e%ease Contact& ,atti Yanochko, 6PEA7 G=G&FFGG, e4t.V >A
S't. 1evin +inkle, 6PEA7&G?E&>???
EA*T CO7NTY ;I)9T* /AC, A)AIN*T 7NDE(A)E D(IN,IN) AND D(IVIN)
C9P Increases Law Enforceent 8ee!end /efore )raduation
:ivic leaders and law enforcement from San -ie'o :ountyLs #ast rural communities
are layin' down the law to address the astonishin'ly hi'h rates of undera'e drinkin'
and drivin' in the area. The :alifornia !i'hway ,atrol will be out in full force in San
-ie'oLs backcountry communities %ust in time for the +t. #mpire !i'h School
'raduation, <une EG.
2e will be watchin',3 said S't. 1evin +inkle. "n <une A, additional :!, units will be
conductin' Strike 5orce -8I ,atrols, monitorin' for impaired and into4icated drivers.
2e know people will be drinkin' and drivin' and we will be there to arrest them.3
-urin' -8I patrols, oKcers monitor area roads and hi'hways lookin' specifcally for
impaired and into4icated drivers.
!i'h School 'raduation tends to brin' increased teen partyin' and with it, hi'h rates
of undera'e drinkin' and drivin' and other alcohol&related problems. :!, will be all
over rural #ast :ounty lookin' for people, especially those under >E, drivin' under
the inIuence and enforcin' :aliforniaLs Rero Tolerance law. That law forbids anyone
under the a'e of >E from drivin' a motor vehicle with any measurable amount of
alcohol in their system. Those cau'ht drinkin' and drivin' will be cited and have their
licenses suspended for one year
2e intend to make a bi' impact on -8I&related incidents,3 added +inkle
8ndera'e drinkin' is a bi' problem all over San -ie'o :ounty. In the #ast rural
communities, evidence shows that many youth start consumin' alcohol as early as
elementary school.
A EAAA survey by San -ie'o State 5oundationLs :ombatin' 8ndera'e -rinkin'
Initiative conducted in the #ast :ounty areaLs only hi'h school, +t. #mpire <r.JSr. !i'h
School, revealed a sta''erin' =FH of hi'h school seniors in rural #ast :ounty
admitted ridin' in a car with a driver who had been drinkin', while G>H admitted
drivin' drunk themselves.
Also, =MH of hi'h school seniors surveyed said they had drank alcohol in the C? days
prior to the survey, an astonishin' f'ure when compared to G=.EH in San -ie'o and
ME.PH nationwide.
The problem of undera'e drinkin' and drivin' in #ast :ounty rural areas, like other
rural communities, is hei'htened by limited law enforcement resources and easy
access to alcohol. The narrow and windy roads in the area increase the dan'er.
The same survey revealed that students 'et alcohol from their friends, their
nei'hbors, stran'ers and even their own parents. hile most students 6=GH7
consume alcohol at parties where no adults are present, GPH of seniors said they
drink at 'atherin's attended by parents and EPH stated that their parents buy
alcohol for them.
2Youth drinkin' is in part the outcome of the lack of other, positive activities available
to youth, limited law enforcement and youthLs easy access to alcohol,3 said <im :o4,
principal of +ountain #mpire <r.JSr. !i'h School, addin' that the undera'e drinkin'
problem in San -ie'o :ountyLs east rural communities is no di)erent than that faced
by rural communities in other areas of the county.
:o4 is spearheadin' the e)ort to reduce undera'e drinkin' problems at the areaLs
only <r.JSr. hi'h school. 2e need to chan'e our thinkin' and take action to protect
our youn' people from the dan'ers of drinkin' and drivin',3 ur'ed :o4.
These Strike 5orce -8I patrols are the frst step in a re'ion&wide (uest by :!,,
Sheri)Ls deputies and community leaders to step up enforcement of -8I, 0ero
tolerance and other laws preventin' youth access to alcohol.
2e applaud the e)orts of the :!,,3 said 9arbara +oore, ,ro'ram -irector for
+ountain !ealth :enter, the rural #ast :ountyLs only local health center, 2Their
increased presence will really make a di)erence.
The main purpose of the -8I patrols is not to arrest impaired drivers but to put the
public on notice that law enforcement is watchin'. The more people think they will be
cau'ht* the less likely it is they will drink and drive.
*gt+ ,evin Min!%e" <61E> 4F1.2FFF
#l :a%on :!,
'i Co0" <61E> 4C3.D6F1
,rincipal of +ountain #mpire <r.JSr. !i'h School
'udi Is$e%%" <61E> 4CD.5254
#4ecutive -irector of the +ountain !ealth :enter in :ampo
/ar$ara Moore" <61E> 4CD.5254
,ro'ram -irector of the +ountain !ealth :enter in :ampo
News (e%ease
;or Iediate (e%ease Contact& Scott Southward, 6PEA7 G=G&FFGG, e4t.V EG,
*e#te$er 2E" 2FFF :ell. PEA&=EA&>?M?
,atti Yanochko, 6PEA7 G=G&FFGG, e4t.V >A
COMM7NITY (ALLIE* TO COM/AT YO7T9 ACCE** TO ALCO9OL
/oo?e& $ig #ro$%e for $ac!country youth
A%#ine.. :oncerned citi0ens, law enforcement and public health advocates 'athered
at a spot alon' Interstate F near where a E=&year old was recently killed comin'
home from a party in Alpine. They are now callin' on all facets of the community to
become more responsive to the increasin' problem of youth access to alcohol and
drinkin' in rural #ast :ounty.
2Youth from all over #ast :ounty come to the backcountry to party. 9ut the way to
prevent the problems that 'o alon' with these parties is simple. If our youth canLt
'et alcohol, problems like drinkin' and drivin' %ust wonLt happen.3 says ,astor Robert
a'ener of :hapel of the !ills :hurch in -escanso, 29y lettin' youth in our
communities 'et alcohol, we adults are encoura'in' its use. If businesses, law
enforcement, parents, teachers and community leaders to'ether would share in the
responsibility and make a frm commitment to keep alcohol away from our youth, we
will help them to become productive and healthy adults.3
Accordin' to a recent survey, teena'ers in rural east San -ie'o :ounty say that
alcohol is easy to obtain. +ost are familiar with the merchants who do not ask for
identifcation, the parents who provide alcohol in their homes, and they know how to
cross into Tecate, +e4ico where the le'al drinkin' a'e is EF. 2If you know where to
'o, buyin' a si4&pack is almost as easy as buyin' a can of soda,3 says E= year old
Ale4. !e adds that many of his classmates have re'ular drinkin' parties at parks and
remote areas around the county.
The EAAA survey of all =
th
&E>
th
&'rade youth at +ountain #mpire <uniorJSenior !i'h
School shows that students have a variety of ways to 'et alcohol. Amon' %uniors and
seniors. nearly G?H had obtained beer from parties where parents were present, >PH
had purchased alcohol from local stores and CC percent of E?
th
&E>
th
'rade students
who visited Tecate, +e4ico bou'ht alcohol there.
In addition to havin' easy access to alcohol, the survey also found a lar'e number of
rural #ast :ounty youth who drink alcohol on a fairly re'ular basis. Amon' EE
th
and
E>
th
'raders at +ountain #mpire !i'h School.
$early P? percent reported drinkin' within C? days prior to the survey*
Thirty&one percent had ridden in a car with a drinkin' driver and EA percent
admitted that they drove after drinkin' C? days prior to the survey*
Almost M? percent had drank enou'h to feel drunk within C? days prior to the
survey* and
9y E> years of a'e, nearly G?H of rural #ast :ounty youth have already
consumed their frst alcoholic drink.
<im :o4, +ountain #mpire <uniorJSenior !i'h School ,rincipal, has been workin' to
educate our youth about the dan'ers of drinkin' for several years. 2The emotional
and economic impact of undera'e drinkin' a)ects all of us,3 says :o4. 2e want
successful, productive and healthy teena'ers, but it is up to each and every one of us
to take responsibility to ensure that happens.3
:ommunity leaders are callin' for adults over the a'e of >E to stop providin' youth
with alcohol* for parents to be increasin'ly aware of their teena'ersL activities and
whereabouts* for businesses to be more responsible by checkin' I-Ls when sellin'
alcohol* and for increased law enforcement activities to help reduce undera'e
drinkin'.
The San -ie'o :ounty Sheri)Ls -epartment is plannin' to step up its e)orts to
reduce youth access to alcohol in the rural areas by conductin' decoy operations to
catch those establishments and individuals providin' alcohol to minors. 2The decoy
operations will be random and unannounced and it will help the department to
monitor where our youth are buyin' alcohol across the re'ion,3 says San -ie'o
Sheri) Rod @ilmore. 2e are puttin' store owners and individuals on alert that
sellin' or furnishin' alcohol to minors is a serious o)ense and you will be prosecuted
to the fullest e4tent of the law.3
In a decoy operation, teena'ers work under the direction of law enforcement oKcials
and attempt to either directly buy alcohol in a li(uor store or ask an adult to purchase
alcohol for them. +eantime, police are nearby to cite the retailer or the individual
that provides the minor with alcohol.
VV
A :ollaborative e)ort of Institute for ,ublic Strate'ies, :ommunities A'ainst Substance
Abuse and :ombatin' 8ndera'e -rinkin' Initiative
Better To The #ditor& @uidline
Letters to the Editor
E. Respond (uickly after article publication.
>. If respondin' to an article, frst state headline and publication date.
C. Bimit letter content to one or two main points* be direct and simple.
G. 1eep your letter to three para'raphs, or >M? words.
Sample
To. Betters #ditor, San -ie'o 8nion&Tribune, lettersWuniontrib.com
5rom. $ame, title
Address
,hone $umber 6work and home7
Re. S:rackdown launched to curb drinkin' by minors,S Section 9, September C?, >???
It was 'ood to see San -ie'oTs rural communities receivin' much needed attention of
their problem of undera'e drinkin'. 9ut the article did not address one important
source of alcohol for youth in rural #ast :ounty. +e4ico. The survey cited in the
article also found that Ti%uana is not the only +e4ican city where teens f'o to 'et
boo0e. CCH of +ountain #mpire E?th, EEth U E>th 'raders who went to Tecate,
+e4ico, went there to buy alcohol. Any e)orts to prevent problems like -8I, teen
pre'nancy and school dropout in rural San -ie'o must include enforcement
measures at the Tecate border crossin' to prevent minors from brin'in' boo0e into
the 8.S. from +e4ico
",&#-& ",,"SIT# T!# #-IT"RIAB ,A@#
o#O##osite the Editoria% Page
1. This is a T(7LY 8O(T989ILE AND PO8E(;7L 8AY for you or your
or'ani0ation to e4press a point of view from time to time.
2. $early all newspapers accept op&eds.
3. 9efore writin', call the paperTs editorial department and ask what their
'uidelines are for op&ed columns. Tell them the sub%ect on which you would
like to write. In(uire about column len'th 6F?? to >??? words is a common
ran'e7, and whether any particular submission date would be useful to them.
6They may be plannin' a news or feature story on a related sub%ect and mi'ht
wish to include your op&ed in the same issue7.
4. $ewspapers often add a 'raphic to enhance your presentation.
5. hen you submit it, include a sentence sayin' who the author is and
somethin' about hisJher back'round or interest in the sub%ect.
6. "p&eds are fre(uently 'host written by sta), but the named author may be a
titled or known community member. Teens can write op&eds, and may want
assistance from an adult sta) member.
7. #ditorial pa'e items are often not read by many community members but are
often read thorou'hly and carefully by policy makers.
F. !ave a friend or collea'ue review your column %ust before submission
(ura% 7nderage A%coho% Pro$%e Prevention ProAect
MEDIA O7TP7T
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Out#ut 1D 1F 2D
Ruapp ,rint Articles list.
o San -ie'o 5amily +a'a0ine, Au'ust >???
o San -ie'o 8nion Tribune, September C?, >???
o Dalhalla !i'h School Sa'a, "ctober >???
o ,otrero !otline, September >???
9ANDO7T AT MA(C9 16" 2FF1 COMM7NITY ;O(7M K Discussing
9ow 7nderage Drin!ing A-ects Mountain E#ire
What Every Parent Needs to Know
No$ody, under the a'e of >E, can le'ally drink
alcohol
No$ody, can le'ally furnish alcohol to a person
under a'e >E.
It is ille'al for ANYONE under a'e >E to have alcohol in their possession or
to misrepresent their a'e to obtain alcohol.
If you are hosting a party for your teen:
*et ground ru%es with your teen $efore
the #arty&
Stress shared responsibilities for hostin'
the party
Bet your teen know what to e4pect
/e 9oe during the #arty&
Your presence is vital in keepin' the
party runnin' smoothly
$otify nei'hbors that there will be a
party
-onTt let your teens have a party when
youTre away
,now where your teenager wi%% $e=
@et the name, address and phone number of the host.
Derify the party location, make sure an adult will be present, know
that alcohol wonTt be permitted.
,arties in parks or other outdoor, out of the way locations can be
dan'erous* if somethin' 'oes wron' it is diKcult for your teen to 'et
out of the situation or for law enforcement to respond.
,now how your teen wi%% get to and fro the #arty&
Assure your teen that you or a specifc friend can be called for a ride
home
-iscuss the situations in which your teen mi'ht need to make such a
call.
9ack to +edia Advocacy
P9OTO* ;(OM COMM7NITY ;O(7M
Discussing 9ow 7nderage Drin!ing A-ects Mountain E#ire
Ice :ream Social and :ake Auction X +arch EP, >??E