Colonial Settlement

 

2009 SUPER BOWL SURVEY

Age: _____

Grade: _____

Male or Female

(please circle one)

• Did you watch the Super Bowl game last night?

Yes No

• If your answer is "yes," what commercials do you remember seeing?
• What products did you see being advertised?
• Which commercial was your favorite?

How about these MINOR facts?

Facts to share

 

 

�� The Surgeon General issued a Call to Action to Prevent and Reduce Underage Drinking.

As part of this Call to Action, the Surgeon General stated that the alcohol industry has a

public responsibility related to the marketing of its product, since alcohol use is illegal for

more than 80 million underage Americans.

�� The Center for Alcohol Marketing and Youth (CAMY) at Georgetown University has

documented widespread exposure of underage youth to alcohol ads and marketing on

television, radio, the Web and magazines. From 2001 - 2003, they found that:

o Youth saw more than 3 beer ads for every 5 seen by adults on TV.

o More than 180,000 of the 750,000 alcohol ads were more likely to be seen by

underage youth than adults on a per capita basis.

o Underage youth were 96 times more likely per capita to see a TV commercial

promoting alcohol than an industry-funded responsibility ad regarding underage

drinking.

o Underage youth saw more alcohol ads than adults in magazines.

o 13.1% of all in-depth visits (which go beyond the age-verification page on the

site) to 55 alcohol websites were initiated by underage youth.

o As many as 76% of the alcohol brands web sites eluded parental controls half the

time or more.

Sample Letter to the Editor

 

 

Dear Editor:

Middle and high school youth in our area recently participated in a survey conducted by Drug-Free Action Alliance

and (INSERT YOUR GROUP NAME HERE), in which Ohio youth identified commercials for alcohol, specifically beer

commercials, as their favorites amongst those aired during the Super Bowl.

Research has shown the negative impact that alcohol marketing has on youth. A study published in the Archives offound that youth who saw more alcohol advertisements on average drank more

Pediatric and Adolescent Medicine

than those who did not see the ads. Furthermore, according to the Marin Institute, an alcohol industry watchdog

organization, the large alcohol companies get half of their profits from underage and binge drinking sales.

Alcohol industry marketing standards say alcohol ads should not target youth or promote heavy consumption. (YOUR

AGENCY NAME HERE) encourages all members of our community to help hold the industry accountable. To

complain about irresponsible ads, go to www.MarinInstitute.org/talkback

--- ALTERNATE ENDING IF YOUTH IS WRITING ---

 

 

Alcohol industry marketing standards say alcohol ads should not target youth or promote heavy consumption. As a

teen targeted by these ads I think it time for our community to talk back. I hope your readers will all go to

www.MarinInstitute.org/talkback to express your opinion about these irresponsible ads.

Sincerely,

9

o In 14 of the 15 largest media markets, underage youth heard more radio alcohol

advertising per capita than adults over the age of 21.

o Underage youth saw 45% more beer and ale ads and 27% more distilled spirits

ads in magazines than did adults.

�� Underage drinking in this country is marked by abuse.

o There are approximately 11 million underage drinkers in the United States. Nearly

7.2 million (18.8 percent) are considered binge drinkers and more than 2 million

(6 percent) are classified as heavy drinkers. By age 18, more than 70 percent of

teens have had a drink.

o Ninety-two percent of the alcohol consumed by 12 - 14 year olds and 96% of the

consumption by 15 - 17 year olds is done when drinkers are having five or more

drinks at one time.

o One out of seven eighth graders reports having been drunk in the past year.

o Teen girls who binge drink are 63% more likely to get pregnant in their teen years

according to a study by the National Institute on Alcohol Abuse and Alcoholism

�� Alcohol is associated with risky behavior.

o It plays a substantial role in the three leading causes of death among youth,

namely unintentional injuries (including car accidents and drownings), suicides

and homicides.

o Twenty-four percent of teens ages 15 - 17 say that their alcohol and drug use led

them to do more sexually than they had planned.

�� The long-term consequences of underage drinking are real and tragic.

o Those who begin drinking before age 15 are four times more likely to develop

alcohol dependence than those who wait until they are 21.

o Research has shown that heavy alcohol use by adolescents has long-term effects

on brain development.

�� Consider using your local data regarding use rates and driving under the influence by

teens.

�� More information can be found at the following websites:

Center on Alcohol Marketing and Youth

 

 

www.camy.org

The Center on Alcohol Marketing and Youth at Georgetown University monitors the marketing

practices of the alcohol industry to focus attention and action on industry practices that jeopardize

the health and safety of America's youth.

Marin Institute

 

 

http://www.marininstitute.org/

The Marin Institute is an alcohol industry watchdog based in California and a resource for

solutions to community alcohol problems.

Center for Science in the Public Interest

 

 

www.cspinet.org

Since 1971, the Center for Science in the Public Interest has been a strong advocate for nutrition

and health, food safety, alcohol policy, and sound science.

Wow...we can even do it informally to see how kids affected

Slould be done electronically or maybe some sort of automation and not just paper and manual stuff a hassle in this day and age