I was delighted to get a phone call on Friday evening from Brian Hayward from ALAC letting us know we were successful in our funding application for a summer youth alcohol campaign entitled "School's Out for Summer". Tauranga Safe City is the applicant/fund holder and the project is being planned in conjuction with the YATA (youth access to alcohol) network. We can now get on with the planning for what will be a two-month long project targeting alcohol harm-reduction with under 18s.
The lowering of the purchase age; targeted marketing of RTDs (alcohol-fueled soft drinks); and the proliferation of liquor outlets has made alcohol far more accessible to young people, and with it, a corresponding escalation in harm. Interestingly, the young people in our focus groups tell us they get alcohol from their parents, who are often drinking at the same time; and that the parents believe they are doing the right thing supplying their teens. The "School's Out for Summer" campaign will seek to address these issues both at a population level, and with individual young people and their families.
The project is in two parts: a social marketing campaign targeting young people, and their parents/caregivers; and a 'brief intervention' project. For the social marketing, a youth focus group will help develop key messages, and there will be extensive advertising, back-of-buses, radio, internet and giveaways (coloured zincs). Also participating are the members of the Off-Licence Alcohol Accord: a group comprising off-licence retailers, monitoring and enforcement, and health promotion agencies.
The 'brief intervention' component will undertake follow-ups by trained counsellors for every under 18 who requires treatment/assistance from Tauranga Hospital Emergency Department and/or St Johns Ambulance; or is assisted by Police or the Get Smart street vans - where alcohol is a contributing factor. There is solid research that this sort of intervention is effective in reducing the risk of repeat incidents occuring. ALAC will be actively involved in this project, as it has been introduced in other districts with good success, and they are keen to see it rolled-out around the country.
The lowering of the purchase age; targeted marketing of RTDs (alcohol-fueled soft drinks); and the proliferation of liquor outlets has made alcohol far more accessible to young people, and with it, a corresponding escalation in harm. Interestingly, the young people in our focus groups tell us they get alcohol from their parents, who are often drinking at the same time; and that the parents believe they are doing the right thing supplying their teens. The "School's Out for Summer" campaign will seek to address these issues both at a population level, and with individual young people and their families.
The project is in two parts: a social marketing campaign targeting young people, and their parents/caregivers; and a 'brief intervention' project. For the social marketing, a youth focus group will help develop key messages, and there will be extensive advertising, back-of-buses, radio, internet and giveaways (coloured zincs). Also participating are the members of the Off-Licence Alcohol Accord: a group comprising off-licence retailers, monitoring and enforcement, and health promotion agencies.
The 'brief intervention' component will undertake follow-ups by trained counsellors for every under 18 who requires treatment/assistance from Tauranga Hospital Emergency Department and/or St Johns Ambulance; or is assisted by Police or the Get Smart street vans - where alcohol is a contributing factor. There is solid research that this sort of intervention is effective in reducing the risk of repeat incidents occuring. ALAC will be actively involved in this project, as it has been introduced in other districts with good success, and they are keen to see it rolled-out around the country.
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