1. introducing the media:

Washington State Department of Social & Health Services

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ADVERTISING AWARENESS How the alcohol & tobacco industry targets

YOUTH with their advertising and marketing strategies.


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1. Introducing the Media:

Who is their Audience???


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Get the door! It’s ________________

Domino’s!

Taste the Rainbow. _______________

Skittles

What’s in your wallet? _____________

Capital One Credit Card


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LIKE A ROCK

CHEVY


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Pepsi


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Nike


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MY BALOGNE HAS A FIRST NAME…..

OSCAR MAYER


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PlayStation


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General Mills


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Eat Fresh!


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Volkswagen


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AT&T


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Don’t let hunger happen to you…

Snickers Candy Bar


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Camel Cigarettes


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Corona Beer


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Newport


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Budweiser


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MIKES


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Just an image of two cowboys… but most will say Marlboro because they have used the image of cowboys for years to advertise their products.


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“Optional In

teractive Instructio

n”GAME… American Alphabet

• Most brands can be identified by the first letter of their name…

• How many do you know?!?


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Who is the target of Ads?

YOUTH


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Why?

YOUTH= $$$


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Teens & Advertising• There are 33 million teenagers in the U.S.-

The largest generation ever.

• Teens are exposed to an estimated 3,000 advertisements per day- 10 million by the time they are 18!

• Each year U.S. teens spend an estimated $100 billion and influenced others to spend an additional $50 billion.

2011 WGBH Educational Foundation


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Count the Ads Activity

“Optional Interactive Instruction”


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Alcohol & Tobacco companies are

NO different in their Advertising Strategies…

No matter what they say in public, the truth is…

YOUTH are their market!


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They said what???• “Cigarettes are no more addictive than gummy bears.” (Bennett

LeBow, Tobacco CEO)

• “If you are really & truly not going to sell to children, you are going to be out of business in 30 years.” (Same)

• "It's one of the few drinks where you don't necessarily know you're drinking alcohol and that's a conscious effort to make those drinks more appealing to young people.” (Marketing Director- Absolute Vodka)

• “Todays teenager is tomorrows potential regular customer.” (Phillip Morris)

• “It’s the parents responsibility to ensure that their kids aren’t drinking, not ours.” (Anheuser-Busch)

• “We don’t smoke the SH*T we just sell it! We reserve the right to smoke for the young, poor, the black & the stupid.” (RJ Reynolds)


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Did someone say six-year-old?


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This “Vitamin R” needs to stay well out of reach of

children!!!


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“And they Say they Don’t Target

Youth!!!”


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2. How the Alcohol & Tobacco Industry Specifically Targets Youth…

to do what they want you to do!!!


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Products Purposely Placed on Television Geared toward Youth…

• There is a high level of alcohol product placement in PG and PG-13 movies and TV shows popular with teens.

• Youth exposure to alcohol advertising on U.S. television increased 71 percent between 2001 and 2009.


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• From May 2002 to May of 2006, 82% of all top grossing PG13 films contained the use of tobacco and/or alcohol.

• Two-thirds of all major children’s animated films include the use of tobacco and alcohol.

“EXPOSED!!!”


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Advertisement placement exposed to youth…


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Alcohol & tobacco purposely placed on store shelves next to other products that are popular with

youth…


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Placement at Sporting Events that are Enticing to Youth…


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Popular Celebrity Endorsements Entice Youth…


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Alcohol & Tobacco are often pitched as an important ingredient for parties or as a sign of status, power or rebellion.


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How do these companies target specific populations??

WOMEN:• Women look sexy and are more attractive to

men when they smoke or drink.

• They make women believe it’s a symbol of independence and freedom.

• Women will be more out-going & free spirited in social settings.

• Women who smoke are slimmer, women who drink feel more powerful.


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MEN:• Alcohol makes men feel powerful.

• Men attract women if when they drink.

• Professional athletes use alcohol & tobacco and they are successful.

• Drinking while hanging with the guys is the thing to do.

• Drinking and smoking makes you look “cool.”


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YOUTH:

• Alcohol & tobacco advertising targeting youth promotes risk taking behavior.

• Framing the message in terms of an adult choice immediately insights rebellion in youth.

• Promotional products are developed with youth in mind.


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Alcohol Products… Marketed Intentionally to

Youth!!!


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Tobacco Products… Marketed Intentionally to

Youth!!!


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Media Tools & Examples… • Symbols: can be pictures or music that make us

have strong feelings.

• Humor: it is easy to sell something when people are happy and laughing because of the product.

• Band Wagon: makes you believe that everyone is using the product so if you want to fit in you need to buy it too.

• Plain Folks: makes you think people just like you will use their product no matter what the cost.

Lackey's Class Links Tools for Teaching & Learning


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• Bribery: makes you think you are getting something for nothing. Example: 2 for 1

• Testimonial: uses famous people or role models to say how much they like the product.

• Scientific Evidence: uses doctors, science, charts to make the product seem better or more official then it is.

• Repetition: repeating a song, slogan, or commercial enough times that you remember it without realizing it. Ex: Nike “Just Do It.”

• Simple Solution: makes the product seem to fix any problem.

Lackey's Class Links Tools for Teaching & Learning

Media Tools & Examples continued…


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“Optional Interactive Instru

ction”Activity

Gather in your groups and choose one or two“media tools” to demonstrate to the group.

This can be done in a variety of ways…

• Written dialog• Skit or Role Play• Drawing• Be Creative!!!

When done: Present to the rest of the audience &

have them guess which tools you used!!!


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Examine Advertisements

• What messages are the alcohol companies sending with these ads?

• What do the models look like?

• What colors and/or images are being used?

• Who is the target of these messages?


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Counter Ads

• What should the messages really be saying?

• Tell us the truth about what these ads should say about how alcohol impacts a young person’s life!!!


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The Lonely Drunk


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“Optional In

teractive In

structio

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Counter Ad Activity

• Break up into groups of 4-6 members.

• Review tobacco and/or alcohol ads.

• What are the ads saying?• Draw a counter ad showing/telling

what the ad should really be saying.

• Present your ad to all.


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“The Truth & Nothing But the Truth!!!”

• Teens who start drinking before the age of 15 are 5 times more likely to become alcoholics than those who wait until the age of 21.

•Tobacco Companies have to recruit 5000 new smokers per day to replace the ones who have died or quit.

•Alcohol is connected to the top three causes of teen death: accidents, homicide, and suicide.

•The average age for youth to use Cigarettes in WA state is 12… And chewing tobacco is age 10.

•“Every single day, 7,000 kids under age 16 take their first drink, and $6 billion of alcohol advertising and marketing each year isn't helping." -Jim O'Hara, the Center on Alcohol Marketing and Youth


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“And they Say they Don’t Target

Youth!!!”


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3. What We Can Do to “Draw the Line Between Youth & Alcohol”


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Talk to Family & Friends…Good Reasons Not to Drink or Smoke:

• Your parents do not approve.

• Underage drinking is illegal.

• Drinking can be dangerous.

• Smoking is the #1 cause of preventable death in our Nation!

• You want to maintain your self respect and positive reputation.

• You may have a family history of alcoholism or addiction.

• Because you want to make healthy life-long decisions.

• Can you think of any others???


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Get involved… Join a Youth Group, Prevention Club or

Community Coalition:


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Talk with your Legislator & Be an Advocate for Change in your Community…


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Adults, NEVER Provide Alcohol to a Minor!!!

Parents can protect their kids from drinking by:

– Not accepting alcohol as a rite of passage to adulthood– Setting clear rules about not drinking– Helping their children deal with peer pressure– Being a good role model by showing that you don’t need a drink to

relax or celebrate– Talking with them early and often about the ways alcohol can harm

them, and being a good listener– Staying involved in their lives– Knowing who their friends are, and where they are going

The good news is that parents are the #1 influence on their kids.

Source: Monitoring the Future Survey


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Talk to retailers about their Alcohol Advertising…


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Ask your local stores to check identification on alcohol purchases…

for “EVERYONE”


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4. Community AssessmentNeighborhood Stores (CANS)

Survey…


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What is the CANS Survey???

Front Back


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INSPECTION RECORD : The first section of the form begins with general information about the store, such as Store Type, Name, Location, etc…

Note: The entire front side of the cans Survey (with the exception of “interior ads” at the bottom of section B) can be filled out while the group waits outside for the lead to give the okay to enter the store.


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Section A:Community Environment

The Community Environment section of the survey asks that you do a quick assessment of what exists near the store and what is happening outside the stores.

•What schools are near by?•Churches?•Parks?•Daycares?•Are kids hanging out there?•Graffiti or gang tags?•Clean parking lot or full of garbage… beer cans… cig. butts?

A.


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Front Side of Survey cont…

Section B: ADVERTISING:

Section B of the Survey is on Advertising & is separated into 3 portions…

1.In general outdoor adverting that is appealing to youth. Re: Ice Cream, Candy, Soda, Sports, ext…

2.Outdoor advertising of alcohol & tobacco. If yes… How many? What kinds?

3.Indoor advertising of alcohol & tobacco. If yes… How many? What Kinds?

B-1.

B-2.

B-3.


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Back side of Survey…

Section B-3 continued: Indoor advertising

•What kinds of advertising promotions do you notice? (Giant foot balls, beach umbrellas? Foot print or sticker ads on floor? Other decoration type ads?)

•How are the products placed? (Are products placed near candy or soda popular with youth? If so… how far? Are there any beer walls or pyramids? Are displays near entrance?)

•Prices? How much is a pack of Marlboro Red Cigarettes or a Bud Light?

B-3. cont.


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Section C :Healthy Food Options

Are there any fresh fruits or vegetables for sale?

If so… What kinds? How much?

Note: In many neighborhoods, people have to travel a long distance to find fresh, healthy food. So an important piece of this survey is to determine if stores in your community make fresh, health food available to people. Be sure to notice the different amounts of healthy options vs. unhealthy options.

C.


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Section D:Production Placement

•How are the products placed? (Are products placed near candy or soda popular with youth? Near door where they can be easily stolen?)

•High Alcohol Products: that are purposely manufactured & marketed with youth in mind…

* FourLoko* Joose* Blast* Tilt. * Mikes Hard Lemonade

•Other drug related accessories? Rolling papers, pipes or other unhealthy drug related images?

D.


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Section E:Photo’s and other notes…

This section is for your team to document photos that were taken at each store as well as any other findings you may have discovered as you were surveying the store. This may be done at the time of the visit or when you meet back with the rest of your group to debrief your experience.

E.


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Preparing to Conduct the CANS Survey

• Train a minimum of 10 youth and/or adults in this training. • Organize Survey Teams of no more than 4 members per group

(per store) that will go to stores and implement the CANS Surveys.

• Only conduct surveys in the stores on the list provided to you.

• Decide which stores your team will survey and what day/time will work best.

• Before you approach the store:– Decide as a group who will talk to the clerk (youth leader

or adult) first, and what they will say. – Assign duties to the “Survey Group.”– Be sure to bring a copy of the CANS Survey & any other

“Lets Draw the Line” resource materials you have to leave with the store clerk.


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CANS Survey Team Assigned Duties

Survey Team Assigned Duties:

1. 1 Adult or Youth Leader to enter the store and speak to the store clerk.

2. 1 Person to fill out CANS Survey.

3. 1 Person to count alcohol and tobacco ads.

4. 1 Person to take photos of findings and anything else that documents your observations.

(Note: Many stores only allow photos to be taken outside of store.

Be sure to ask what each store policy is before taking photos.)


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Conducting the CANS Survey…

1. Have Adult or Youth Leader enter store (alone) and introduce self & purpose of the CANS Survey. In the meantime, the rest of the group can begin their duties on front side of the CANS survey.

2. When Adult or Youth Leader give the “OKAY” the remaining Survey Group may enter the store and finish conducting the remaining portions of the survey.

3. Thank store clerk and leave them with information about “Lets Draw the Line” campaign and steps they can take to reduce alcohol advertising and to adopt policies requiring all store clerks to check identification of anyone purchasing alcohol, no matter their age. Also be sure to leave a blank copy of the CANS Survey with them for their reference.


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What Next??? Recognize qualifying stores “Retailers Draw the Line Between Youth and Alcohol.”

To be recognized as a Retailer who Draws the Line Between Youth and Alcohol they must have seven of the following 10 elements:

• Have 1 or more Let’s Draw The Line Between Youth and Alcohol window clings displayed within the store.

• Have a “purchaser birth date” sign displayed at the cash register.• Have 4 or fewer alcohol signs on the outside of the retailer;• Place alcohol products 2 ft. or more from soda pop, candy, toys; • Ensure alcohol ads are at least 3 1/2 ft. above floor;• Have alcohol displays at least 10 ft. away from the front door; and,


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What Next??? Invite your local store to become recognized

“Retailers Draw the Line Between Youth and Alcohol.”

Qualifying elements, continued…• Allow implementation of a Community Assessment of Neighborhood

Stores (CANS) survey• Owner/manager has reviewed the “Responsible Alcohol Sales: A

Guide for Washington’s Retail Stores”.• All employees have signed the ‘Acknowledgement of understanding’

(page 9 of the Responsible Alcohol Sales guide) and provided a copy to you; and,

• Sign a Hero Card and invite employees to sign a card.


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Retailers Draw the Line Between Youth and Alcohol will be recognized:

• Present them with a certificate acknowledging their participation;

• Article or ad in a local newspaper listing participating stores;

• List of stores and photos posted on the Let’s Draw the Line Facebook page;

• Store managers recognized at the Chamber of Commerce meeting or other business-related event;

• Other ideas that fit the local community.


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When your project is finished…

Provide to RUaD Coalition:• Scan the following and send as email attachments:• Copy of all completed CANS surveys conducted;• Copy of all completed Award Forms;• Copy of all press coverage that lists qualifying stores;• 100 signed Hero Cards (separate and mark those signed by

stores);• Photos of each participating store manager placed on Let’s

Draw the Line Between Youth and Alcohol Facebook page;• Copy of each employee-signed “Acknowledgement of

Understanding” form;• Final report form.

1. introducing the media:

Documents