According to research performed by the Marin Institute and the Center for Alcohol Marketing and Youth (CAMY) indicating that today’s youth are seeing increasing numbers of alcohol ads. The Monitoring the Future (MTF) study, indicates a huge falloff in teen’s recalled exposure to drug abuse prevention messages over the past seven years.  Simply, we aren't able to counter the increasing number of alcohol ads youth are seeing.

“At a time when …children are not learning as much through the news media about the health consequences of using many dangerous drugs, it is important that we get that information to them by other means - through prevention ads, in schools and through their families,” said Lloyd Johnson, the principal investigator of the MTF study.

Loving our children can take one form in countering alcohol advertising, increasing anti-drug messages and particularly teaching youth techniques of analyzing alcohol advertising. Teaching them media literacy skills helps them be less susceptible to advertised messages.

Teaching media literacy regarding alcohol ads is not difficult. Last months newsletter contained a tool kit which included a link to download free media literacy training. Teaching media literacy skills can be accomplished in one sitting, and those skills should be practiced to help build resistance.

According to SAMHSA, media-smart youth need to know the answers to at least six questions about alcohol advertising to be “above the influence.” These questions are:

• Who is the author or sponsor, Or who paid for it?
• Who is the target, or audience?
• What is the Purpose?
• What is the message, or implied message?
• What information is missing?
• What techniques are used to attract your attention?
• Is the ad positive or negative?
• If I don’t like the message, what can I do about it?

Parents, teachers or other adults should teach youth to ask and answer these questions. Watching advertisements during regular programming with your child can provide a good teaching opportunity. Another educational tool, Media Ready, is a middle school media literacy program developed by clinical and developmental child psychologists who are also substance abuse prevention scientists and experienced educators.

We know that most youth do not drink and many of them understand advertising. Using some of the same techniques that advertisers use market alcohol, youth can be engaged to create anti-drug messaging. Just take a look at some of their anti-alcohol video creations for the Free the Bowl contest that was recently sponsored by the Marin Institute.

Locally, the Coalition sponsored a Youth Summit where our regional high school youth also created anti-drug videos.