Alcohol Marketing Entices Underage Youth With Drinker Identity And Brand Allegiance

January 29, 2013

A study was conducted on how alcohol companies use drinker identity and brand allegiance to market their products to underage youth. These two factors are used to market alcohol to experimental underage drinkers.

According to Auden C. McClure, assistant professor of pediatrics at the Geisel School of Medicine at Dartmouth said, “There is growing evidence that alcohol marketing is reaching adolescents and young adults, that they respond to it, and that their response is associated both with initation of alcohol use and with progression to problem drinking.”

Kristina M. Jackson, associate professor in the department of behavioral and social sciences at Brown University believes that the correlation between alcohol marketing and alcohol consumption among underage youth is “understudied but quite robust.”

McClure’s study involved 1,734 15-to-20-year-olds (882 males, 852 females) recruited for a national study on media and substance use int he United States. Students were asked questions about their exposure to alcohol in films, amount of time spent watching television and using the Internet, favorite alcohol advertisements, and whether or not they owned alcohol-branded merchandise (ABM). These alcohol-marketing factors were measured with the students’ current binge drinking patterns, drinking identity, favorite alcohol brands, and norms involved with drinking.

According to Jackson, “alcohol use in young persons is influenced by alcohol marketing at levels both proximal, such as ownership of ABM, and distal, such as alcohol advertising in the media.” Jackson also added that students who established their own drinking identity were prone to experimenting with other alcohol brands and reinforcing the influence that alcohol has as they progress from early experimentation all the way to addicted use.

Alcohol companies give their products and brand a ‘personality’ that will resonate with potential consumers, including underage youth. According to Jackson, “Marketers carefully craft the content of the marketing, the images, and the medium, merchandise items that appeal to adolescents, as well as films featuring attractive, popular role models, to appeal to this age group.”

Co-author of the study and professor of pediatrics at the Geisel School of Medicine at Dartmouth James Sargent referred to how tobacco companies got rid of branded merchandise in 1999 after a study showed the link between tobacco-branded merchandise and smoking among young teens. “It is time for alcohol companies to do the same, because it is abundantly clear that ownership of ABM is associated with teen drinking,” said Sargent.

McClure and Jackson believe that parents can play an important role in their children’s receptivity to alcohol by monitoring their exposure to media and marketing involving alcohol use.

To read more about the study from Medical News Today, click here.



DFC is back! Drug-free Communities grant applications due March 22nd, 2013

January 24, 2013

Drug-Free Communities (DFC) Support

Grant: The DFC Support Program aims to establish and strengthen communities, private nonprofit agencies, and Federal, state, local and tribal governments and entities to collaborate and support community-based efforts to prevent and reduce youth substance use. To access the FY2013 DFC RFA, click here.

Eligibility: Community-based coalitions that are focused on addressing youth substance use and meet all of the DFC statutory eligibility requirements.

Amount: 150 grants of $125,000 each ($18,750,000 total available)

New Applicant Workshops: Potential applicants, those applying for the first time (Year One), current grantees applying for a second cycle of five years of funding (Year Six), or former grantees who experienced a lapse in funding during a five-year cycle, are encouraged to attend one of the following pre-application workshops. To register, go to:

  • Phoenix, AZ Tuesday, January 29, 2013
  • Little Rock, AR Thursday, January 31, 2013
  • National Harbor, MD Friday, February 8, 2013 (near Washington, DC)

Contact: For questions about program issues contact: DFC RFA Hotline Team, Division of Community Programs (240) 276-1270,; For Federal forms and budget questions contact Virginia Simmons, Division of Grants Management, (240) 276-1422,

Deadline: March 22, 2013

Funding Opportunity for Connecticut

January 17, 2013

Middletown Substance Abuse Prevention Council Mini Grants

Grant: The MSAPC is releasing its annual mini-grants for the 2013-14 grant cycle. The grants, which offer a max funding level of $1,000 may be used to support any substance abuse prevention or youth development program in the community. A priority will be given to applications that specifically address issues of prescription drug and heroin us, as both will be priorities for the council this upcoming year. All successful grantees will be required to have a representative join the council which meets on the third Wednesday of every month in the Middletown High School Media Center at 3:00pm. All members of the community are welcomed to join.

Funder: The funding opportunity is provided through the Middletown Substance Abuse Prevention Council (MSAPC), co-chaired by the Youth Services Bureau and Rushford Center.

Amount: $1,000 each.

Contact: Information and a downloadable application can be found on the Youth Service Bureau’s website at or by calling MSAPC co-chair Justin Carbonella at the Middletown Youth Services Bureau at 860-854-6030

Deadline: January 28, 2013.

Top universities show research that parental involvement can prevent alcohol and marijuana use among kids

January 10, 2013

Research conducted by North Carolina State University, Brigham Young University, and Pennsylvania State University showed that parental involvement is more important than school involvement in the prevention of alcohol and marijuana use among children.

According to Dr. Toby Parcel, professor of sociology at North Carolina State University, “Parents play an important role in shaping the decisions their children make when it comes to alcohol and marijuana.” Although school programs associated with marijuana and alcohol use are valuable to prevention practices, Parcel believes “the bonds parents form with their children are more important.”

Researchers collected information from over 10,000 students, parents, teachers and administrators across the United States and evaluated the data. Researchers specifically researched how “family social capital” and “school social capital” affected the likelihood of children using marijuana and alcohol. Family social capital involves bonds between parents and children that include trust and communication. School social capital serves as a positive environment for children to learn through classrooms, extracurricular activities, and teachers addressing their needs.

Alcohol use and marijuana use were researched separately. The researchers found that students with high levels of family social capital and low levels of school social capital were less likely to use marijuana or alcohol compared to students with high levels of school social capital and low levels of family social capital.

To read the full article, click here.

Binge Drinking a Major Problem Among High School Girls

January 10, 2013

According to a new report by the Centers for Disease Control and Prevention (CDC), one in five high school girls binge drink. The report also showed that 14 million women in the United States binge drink about three times a month. Binge drinking, for females, is defined as consuming four or more alcoholic drinks on one occasion.

The rate of high school girls who binge drink is almost as high as their males equivalents who binge drink. In 2011, 62 percent of high school senior girls said they were involved in binge drinking.

Also in 2011, binge drinking was responsible for more than half of the 23,000 deaths attributed to excessive alcohol use among females.

Although binge drinking is a serious problem among young women, Robert Brewer, MD, MSPH, of the Alcohol Program at CDC said, “The good news is that the same scientifically proven strategies for communities and clinical settings that we know can prevent binge drinking in the overall population can also work to prevent binge drinking among women and girls.”

For more, click here.

STOP Act is accepting grant applications

January 10, 2013

The Substance Abuse and Mental Health Services Administration (SAMHSA) is accepting applications for STOP Act grant funds. The grants are aimed the prevention of underage alcohol consumption among youth communities in the U.S. The Sober Truth on Preventing Underage Drinking (STOP) Act program was created to more effectively reduce underage alcohol consumption with the collaboration of federal, state, local and tribal governments.

The STOP Act involves initiatives to inform communities about the dangers of underage drinking and enhancing preventative practices for young people. SAMHSA will fund up to $50,000 per year in individual grants for up to 15 grant applicants during a four-year period. In total, SAMHSA will fund up to $3 million in STOP Act grant funds.

Eligibility: The statutory authority for this program (stated in the STOP Act CFDA: 93.243, Legislative Authority, 42 U.S.C. 290bb-25b, Section 519B of the Public Health Service Act) limits eligibility to domestic, public, and private nonprofit entities that are current or former Drug Free Communities Support Program (DFC) grantees, including past STOP Act grantees. For example, local governments, federally recognized American Indian/Alaska Native Tribes, Territories, and Pacific and Caribbean Jurisdictions may be eligible. The statutory authority for this program prohibits grants to for-profit agencies. STOP Act grantees that received their award in fiscal year 2008 and fiscal year 2009 are eligible to apply for the FY 2013 STOP Act grant.

How to Apply: requests for a complete application package for SP-13-001 can be made from SAMHSA at 1-877-SAMHSA7 [TDD: 1-800-487-4889]. The required documents may also be downloaded from the SAMHSA web site at

Due Date: March 1, 2013. Applications must be received by the due date to be considered for review.

Contact: For questions about program issues, contact Dan Fletcher at (240) 276-2578 or e-mail

For information on grants management and budget issues, contact Virginia Simmons at (240) 276-1422 or e-mail


Important Message for DFC Applicants

January 7, 2013

The following message has been posted on the CADCA website….

Coalitions: This is new for FY 2013: All current grantees and potential Drug Free Communities applicants must complete a System for Award Management (SAM) registration. If you do not create an account within SAM, you cannot apply for DFC or any other Federal funds, and your application will be ineligible.

To establish a SAM account, click here and follow the directions as prompted. It can take 48-72 hours for a SAM registration to be validated, so do not wait until the application is due. Sign up for SAM today.

For more information, contact SAM Customer Service at 8 a.m. to 8 p.m. EST. They also can be reached at 866-606-8220 from the United States and 334-206-7828 internationally.

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