Looking for a great activity to do with your teens or teens that you work/volunteer with?
HCTC has a great activity that will help young people be more critical of all the alcohol advertising that targets youth. This project is simple and easy- just as simple as visiting your local stores and taking some notes about what you see.
Why this project:
Survey data collected through Healthy Communities that Care (HCTC) (grades 6th-12th) shows some eye-opening data on underage drinking:
Average age that Livingston County youth first try alcohol is age 12
52% of Livingston County youth report that community norms are favorable toward underage drinking and drug use
44% of Livingston county youth report that alcohol and other drugs are easy to get
59% of Livingston County youth report that parental attitudes are favorable toward alcohol and drug use
78% of 10th grade Livingston County youth have reported drinking alcohol in their lifetime. 86% of 12th graders reported drinking alcohol in their lifetime.
43% of 10th grade Livingston County youth have reported drinking alcohol in the past 30 days. 55% of 12th graders reported drinking alcohol in the past 30 days.
24% of 10th grade Livingston County youth have reported binge drinking (5 or more drinks in one sitting within the past 2 weeks). 34% of 12th graders reported binge drinking.
Healthy Communities that Care is looking for help in conducting our 2nd year of Environmental Scans. Last year teams visited 15 stores. The goal for this year is 20 stores. The purpose of Environmental Scans is to look at alcohol advertisements and product placement in local stores.
We are using the 4 P's of marketing to take a critical look at alcohol pricing, placement, promotion and product- specifically how these 4 P's relate to appeal to young people. We will be using the information collected to educate retailers and do some media awareness around the subject of alcohol advertising to young people and posting the findings on the internet via blogs and picture sharing. Stores will be revisited 2-3 months after results are sent to retailers to see if any changes took place.
Everything you need to participate in this project is available below!
Letter to Retailer (you can bring this to the retailers that you visit to explain what you are doing- optional): environmental scan retailer letter.doc
Environmental Scanning Tool- this is what you use to make notes of your observations- you can take it in with you to the store or fill it out after you leave: environmental scan Tool 2008-2009 alcohol.doc
You can mail, fax or e-mail completed forms to Rachel Pena:
36 Holmes RdRochester, NY 14626
Fax: 585-563-1426
E-mail: r.pena17@yahoo.com
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