presentation to the parliamentary portfolio committee for health 14 march 2003

Presentation to the Parliamentary Portfolio Committee for Health

14 March 2003

ARA VISION

To be the representative authority and policy making body

of the South African Beverage Alcohol Industry

on the SOCIAL ASPECTS OF BEVERAGE ALCOHOL

ARA MISSION

To protect the right and freedom of members to trade and promote the responsible use of alcohol beverages,

as part of a healthy lifestyle,among those who have already

taken the decision to consume beverage alcohol.

ARA PURSUIT OF VISION & MISSION

Promote, support and encourage educational efforts

Ensure responsible marketing: advertising, packaging, promotion and selling

Participate in dialogue with public health community and other stakeholders

Contribute in development of alcohol policy Promote responsible alcohol policy for ARA member employees Promote alcohol related research Establish and maintain alcohol information resource base Promote ARA vision and mission in the retail sector

ARA PURSUIT OF VISION & MISSION

Focus on prevention and

target those most at risk and vulnerable in respect of alcohol abuse

ARA HISTORY

SAAC changes name to Industry Association for Responsible Alcohol Use (ARA)

1996

First full-time Director appointed to implement SAAC objectives

1989

“FORUM” Becomes Social Aspects of Alcohol Committee (SAAC)

of the Liquor Industry

1986

Loosely constituted Industry Forum “To ensure objective scientific debate, problem

solving and policy making” – In regard to abuse of its products

1981

ARA CORPORATE MEMBERS

Distell Douglas Green Bellingham E Snell & Co. Guinness UDV Jonkheer KWV Mooiuitsig SAB Miller

ARA LINKS

MEMBERSHIP OF ORGANISATIONS

- International Council on Alcohol & Addictions (ICAA) – Switzerland

- Centre for Information on Beverage Alcohol (CBA) – London

- Research Society on Alcoholism (RSA) - USA

- The Researcher-Practitioner Association of SA (SAR-PSA)

- The S A Alliance for the Prevention of Substance Abuse (SAAPSA)

- Foundation for Alcohol Related Research (FARR) – South Africa

ARA LINKS

AFFILIATE ORGANISATIONS

- International Center for Alcohol Policies (ICAP) – Washington DC- The Portman Group - UK- STIVA - Netherlands- DIFA - Germany- The Amsterdam Group - Pan-European- The Canadian Center on Substance Abuse- The Century Council - USA

ESTABLISH AND MAINTAIN

Member of Centre for Information on Beverage Alcohol (CBA)

Affiliated to: International Centre for Alcohol Policies (Washington) Canadian Centre on Substance Abuse Amsterdam Group (Brussels) Portman Group (London) Foundation for Alcohol Related Research

Attend international conferences: Research Society on Alcoholism (RSA) International Council on Alcohol and Addictions (ICAA) International Medical Advisory Group (IMAG)

ALCOHOL INFORMATION RESOURCE BASE

PROMOTE ARA VISION & MISSION

ASSOCIATE MEMBERS:

IN THE RETAIL SECTOR

Allesverloren; Baron & Quail Franchising; Barrydale Co-operative Cellar;Boschendal; Brandvlei Co-operative Brown-Forman Beverages Africa Ltd; Cape Wine Cellars; Cederberg Cellars; Chamonix Wine Farm; Coppools & Finlayson Int; De Trafford Wines; De Wetshof; Du Toitskloof Co-operative; Excelsior;

Glen Carlou Vineyards;Groot Constantia; Hartswater Wine Cellar; L’Ormarins; La Motte; McGregor Winery; Namibia Breweries; Natal Wine Merchants; Neethlingshof;NMK Schulz Fine Wines & Spirits; North Western Wine Merchants; Oranjerivier Co-operative Wines; Overgaauw; Overhex Wine Cellar; Paul Cluver Wines;

Perdeberg Co-operative; Pernod Ricard South Africa; Riebeek Wine Cellar; The Reciprocal Wine Trading Co; Rooiberg Winery; Rustenberg; Slanghoek Wine Cellar; Spier Resort Management; Stellenzicht Vineyards; Vriesenhof; Waterford Wines; Western Province Cellars; The-Wine-of –the-Month Club; Winkelshoek Cellar; The Brewing Industry Association of SA; SA Brandy Foundation

ASSOCIATE MEMBERS:

THE SPAR GROUP (tops):

PROMOTE ARA VISION & MISSION

- 65 stores; target over 140 stores by end of 2003

IN THE RETAIL SECTOR

1. Life-skills education: schools Horizon Project; NW Province (ICAP sponsored); Curriculum 2005

2. Life-skills education: adults sponsored research to establish needs of “parents”, undertaken by IHTD

3. “Sensible drinking project” in trauma units:sponsored pilot in Cape Metropole Region – currently rolling out

4. Road safety campaigns:in support of Arrive Alive

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PROMOTE, SUPPORT AND ENCOURAGEEDUCATIONAL EFFORTS

Click to hear radio campaign

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DRINK & DRIVERadio Campaign

Double Vision

Friends

Barman

Male

Male

Female

print campaign

ARRIVE ALIVEPrint Campaign

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Other Print Campaigns

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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ARRIVE ALIVEPrint Campaign

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Examples of campaign elements - poster in store

Christmas 1999 -

“Celebrate wisely. Do the wise thing this festive season …”

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Examples of campaign elements - tokens

Press ad (wraparound - Mail & Guardian, City

Press, Sunday Times - “Make this the safest Easter yet (Please see inside)”

Reflective arm bands issued to pedestrians

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Examples of campaign elements - breathalyser poster

Poster (Easter 1998) -

“Every time you drink and drive you put your life and

others at risk . Do the responsible thing this Easter

…”

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Examples of campaign elements - breathalyser poster

Poster (Easter 1999) -

“The only way to drink is responsibly.

In the interest …

Every time you drink and drive you put your life and others at risk . Do the responsible thing

this Easter …”

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Examples of campaign elements - press ad

Press ad (Easter 2000) -

“Every time you drink and drive you put your life and others at risk. So if you’re drinking this Easter, be

responsible. If you are over the limit please get in the

passenger seat and make these holidays the safest yet.”

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Examples of campaign elements - participative lively

education

T Shirt worn byCommutaNet staff -

(Xmas 2000)

“If you have been watching watch your step”

Campaign accompanied by star music tapes.

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Examples of campaign elements - posters

Poster, Xmas 2000

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Examples of campaign elements - posters

Billboard at taxi rank - pedestrian awareness

(Xmas 2001)

Billboard at Du Noon taxi rank facing road to alert motorists of pedestrians (Xmas 2001)

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Examples of campaign elements - websites, Mr Delivery

PROMOTE, SUPPORT AND ENCOURAGE

1. Life-skills education: schools Horizon Project; NW Province (ICAP sponsored); Curriculum 2005

2. Life-skills education: adults sponsored research to establish needs of “parents”, undertaken by IHTD

3. “Sensible drinking project” in trauma units:sponsored pilot in Cape Metropole Region – currently rolling out

4. Road safety campaigns:in support of Arrive Alive

5. BUDDY Programmes: universities and technikons since the late 1980’s; focus: dangers of drinking and road use

EDUCATIONAL EFFORTS

CONTRIBUTE TO

On Road Transport Safety Board, at the invitation of National Minister of Transport

On W Cape Policy Development Panel, at the invitation of MEC for Finance

on Foetal Alcohol Syndrome (USA DoH) at invitation of USA-SA Consultative Forum

ANCYL Policy on Substance Abuse

On W Cape committee examining cheap bulk wine issue, at invitation of MEC for Finance

ALCOHOL POLICY DEVELOPMENT

DIALOGUE WITH PUBLIC HEALTH

1. Regular contact with national and provincial govt. officialsand departments on relevant issues e.g. legislation; transport, social & health matters etc.

2. Regular liaison with alcohol research and public health community e.g. SAIMR (now NHLS), WHO, SAR-PSA, SAAPSA, FARR

3. Liaison with NGOs e.g. IHTD, SANCA, ADAPRRC

4. Participation in national and international conferences e.g. ICAP, ICAA, RSA, SAAPSA, IMAG, TAG

COMMUNITY & OTHER STAKEHOLDERS

PROMOTE

MAJOR RESEARCH INITIATIVES:

- Adult life skills education- Alcohol cost-benefit study- Alcohol in pregnancy (FARR)

ALCOHOL RELATED RESEARCH

PROMOTE

MAJOR RESEARCH INITIATIVES:

CAPACITY DEVELOPMENT:

- Institute for Health Training & Development (IHTD) for the training of trainers.

- Alcohol & Drug Abuse Prevention, Rehabilitation & Research Centre (ADAPRRC) under direction of Prof Solly Rataemane.

- FARR (Foundation for Alcohol Related Research) under chairmanship of Prof Denis Viljoen.

- Post-graduate Research Fellowships at FARR since 1998.

ALCOHOL RELATED RESEARCH

FOUNDATION

HISTORY OF ASSOCIATION:

1995 – funded FAS epidemiological study in W Cape

1996 – established FARR with ongoing commitment on admin. costs

1996 – NIAAA sponsored site visit of eminent alcohol scientists

1997 – 5 research projects launched

1997 – ARA Postgraduate Research Fellowship launched

FOR ALCOHOL RELATED RESEARCH (FARR)

FOUNDATION

HISTORY OF ASSOCIATION: CURRENT STATUS:

- 17 research projects running or near completion

- Dr Nat Khaole and Dr Louisa Bhengu completed p-g studies

FOR ALCOHOL RELATED RESEARCH (FARR)

FOUNDATION

CURRENT PARTNERS / FUNDERS IN RESEARCH / PREVENTION:

- NIAAA – National Institute on Alcohol Abuse & Alcoholism- University of Cape Town Medical School - University of Stellenbosch Medical School- NHLS – National Health Laboratory Services- MRC – Medical Research Council- DoH – Mental Health & Substance Abuse Directorate- Provincial DoH – W Cape, Gauteng, N Cape, E Cape- CDC – Centers for Disease Control- SAWIT – SA Wine Industry Trust- Kaiser Family Foundation- University of New Mexico- Indiana University School of Medicine- Wayne State University- University of Wisconsin

FOR ALCOHOL RELATED RESEARCH (FARR)

ENSURE RESPONSIBLE MARKETING

1. ARA Marketing Code: Advertising, Packaging, Promotion and Media rules

2. ARA Code of Business Practice3. Licensee Training programme:

curriculum development phase

4. Responsible Drinking campaign – radio medium

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Responsible DrinkingRadio Campaign

Morning after

Morning after

Morning after

Fireman

We get the message

Can’t stop the bum rush

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Morning after

Morning after

ENSURE RESPONSIBLE MARKETING

1. ARA Marketing Code: Advertising, Packaging, Promotion and Media rules

2. ARA Code of Business Practice

3. Licensee Training programme: curriculum development phase

4. Responsible Drinking campaign – radio medium

5. Focus on underage drinking: Voluntary adoption of line:“Not for sale to persons under the age of 18” on all advertisements

6. Multimedia campaign in preparation

ADVERTISING CAMPAIGN(in progress)

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Television Adverts

Print

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sleep

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surf

Pedestrian

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Fight

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MESSAGES ON LABELSARA POSITION:

Alcohol warnings and warning labels: an examination of alternative alcohol warning messages and perceived effectiveness

De Carlo, T.E., R. Parrott, R. Rody and R.D. Winsor. J of Consumer Marketing 1997, 14/6: 448-62

Compared with the influence of family and friends plus the impact of popular entertainment, advertising is of secondary importance for drinking and drug taking behaviour

Social judgement theory and marketing practice: consumers divide into three categories- those inclined to decide in your favour;- those inclined to decide against; - the uncommitted

MESSAGES ON LABELSARA POSITION:

The Australia & New Zealand Food Authority’s reasons for rejecting an application requiring labelling of alcoholic beverages with a warning statement

Does not necessarily change behaviour in “at risk” group

Statements difficult to devise given complexity of issues and known benefits of moderate consumption

Simple direct comparison with tobacco not valid

Far better to target “at risk” groups with campaigns aimed at reducing alcohol-related harm

MESSAGES ON LABELSARA POSITION:

The defeat of the ‘Dianne Yates Bill’ on health warnings in New Zealand

“At risk” groups are least likely to heed warnings

Warnings may contribute to increased abuse through “forbidden fruit” mentality

Ineffective in terms of chief purpose,viz., discourage excessive drinking

Better ways of educating people about alcohol that specifically target “at risk” groups

ARA POSITION:

Extensive RSA based research fails to identifylack of warnings / messages on labels as a risk factor

FARR:

MESSAGES ON LABELS

binge drinking smoking

high parity poor nutrition

poor education poverty

MESSAGES ON LABELSARA POSITION:

ANC Youth League Policy on Substance Abuse does not identify lack of warnings / messages on labels as a risk factor

Developed over the period October 1998 and January 2001

Formally adopted in April 2001

Policy focuses on- education to enable awareness of all aspects- training- early identification- research

MESSAGES ON LABELSARA POSITION:

Held in October 2000 under the auspices of SAWIT

Risk factors identified similar to previously mentioned

Interestingly, in needs and gap analysis, identified need for roll out of priorities and objectives of National Drug Master Plan

Workshop on alcohol abuse issues affecting wine farm workers - did not identify lack of warnings / messages on labels as a risk factor

Thank you