Preventing Adolescent Binge Drinking:


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Change Social Norms: Introduction

Strategies and Approaches to Change Social Norms

What Communities Can Do

What Parents Can Do

What Agencies Can Do

What Schools Can Do

Strategies & Approaches › Change Social Norms › Educate and Work with Retailers

Educate and Work with Retailers

Educate and work with retailers throughout the county to eliminate reduced-price alcohol promotions or happy hours. Ban reduced-price drink specials that encourage high-risk alcohol consumption and related harms. Set restrictions for “happy hours," "ladies nights," "all you can drink," and other hazardous advertising practices. Encourage bars and restaurants to promote their hospitality and environment, rather than just pushing drinks. This sends a message to youth that excessive drinking is not acceptable in the community.

Issue	A local paper has several advertisements for “happy hour” drink specials.
Strategy	Encourage your local media outlets to establish in-house policies that restrict advertising content to ensure that it does not promote high-risk drinking practices, such as cheap drinks or late-night “happy hours,” or encourage policies that require equal time for health and safety messages.

References:
Underage Drinking Prevention Action Guide and Planner. 2001. Center for Substance Abuse Prevention. Available at: http://media.shs.net/prevline/pdfs/phd858.pdf#search=%22underage%20drinking%20prevention%20action%20guide%20and%20planner%22. Accessed on [08/25/06]

Hahn-Smith, S. & Springer, F. 2005. Social Norms Theory. Prevention Tactics 8:9. Center for Applied Research Solutions. Available at: http://www.ca-cpi.org/Publications/Prevention_Tactics/Host%20Resonsiblility[1].pdf. Accessed on [09/09/06]

National Social Norms Resource Center. Available at: http://www.socialnorms.org/CaseStudies/alcohol.php. Accessed on [09/08/06]

A Campus Case Study in Implementing Social Norms and Environmental Management Approaches. 1999. The University of Arizona Campus Health Service.

Underage Drinking in California: California Town Hall Meetings. Community Prevention Institute. March, 2006.

National Social Norms Resource Center. Available at: http://www.socialnorms.org/CaseStudies/evanston.php. Accessed on [09/08/06]

Underage Drinking Prevention Action Guide and Planner. 2001. Center for Substance Abuse Prevention. Available at: http://media.shs.net/prevline/pdfs/phd858.pdf#search=%22underage%20drinking%20prevention%20action%20guide%20and%20planner%22. Accessed on [08/25/06]

Center on Alcohol Marketing and Youth. 2005. Alcohol Industry Responsibility Advertising on Television, 2001to 2003. Available at: http://camy.org/research/responsibility2005/responsibility2005.pdf. Accessed on [08/29/06]

Alcohol Restrictions at Community Events. Alcohol Epidemiology Program. University of Minnesota. Available at: http://www.epi.umn.edu/alcohol/policy/atevents.shtm. Accessed on [08/29/06]

Wagenaar AC, Harwood EM, Toomey TL, Denk CE, Zander KM. 2000. Public opinion on alcohol policies in the United States: Results from a national survey. Journal of Public Health Policy, 21(3):303-27.

Environmental Strategies to Prevent Alcohol Problems on College Campuses. 2005. Pacific Institute for Research and Evaluation. Available at: http://www.udetc.org/documents/EnviroStrat.pdf#search=%22strategies%20to%20promote%20alcohol%20free%20events%22. Accessed on [08/29/06]

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