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Jimmy Jordan

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Jimmy Jordan – PowerPoint PPT presentation

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Title: Jimmy Jordan


1

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Presented by
  • Jimmy Jordan
  • Dr. Jim Kooler
  • Jeanne Title
  • Deb Pint
  • California Youth Council
  • Friday Night Live

3
California Youth Council
  • What is it?
  • CYC Provides a link between local Youth Councils
    and other community programs with state-wide
    initiatives around alcohol, tobacco and other
    drugs, traffic safety, and violence issues.
  • What we decided?
  • We decided to create a campaign around ALCOPOPS.
    We felt that at the time alcopops were being
    consumed by many of our peers, and we wanted that
    to CHANGE!!
  • From there, us CYC members and our adult allies
    decided to take the first steps of tackling the
    issue on alcopops, and we have certainly come
    such a long way in such a short amount of time.

4
  • What are they?
  • How are they made?
  • How they are taxed?

5
Huh?
  • In California, taxed much cheaper at .30 cents
    per gal. compared to 3.30 a gal as distilled
    spirits
  • Cheaper more accessible to young people
  • Available at convenience store with a beer and
    wine license.
  • Losing tax revenue (estimated around 40 million)
  • Industry targeting young people

6
Alcopops Video
  • A group of California high school students
    produced an educational video describing how the
    alcohol industry targets teenagers with alcopop
    products and advertising.
  • Watch it at
  • www.fridaynightlive.org
  • And click on alcopops video under the resource
    column

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Alcopops in the U.S.
  • Sweet taste, easy-to-drink
  • Disguised taste of alcohol
  • Bright, colorful packaging
  • Generally malt based
  • Alcohol content similar to beer
  • Numerous fruity flavours

9
Alcopops Target Young People
  • Teens are three times more likely than adults to
    have seen or heard about alcopops.
  • Teens (41) are nearly twice as likely as adults
    (24) to have tried alcopops.
  • Both teens (67) and adults (72) believe that
    liquor and beer companies target young people
    with their advertising and that this contributes
    to underage drinking.
  • (CSPI Poll, May 2001)?

10
  • Marketers of low-alcohol refreshers, the
    so-called malternatives such as Smirnoff Ice,
    delivered 60 more magazine advertising to
    youth than to adults.
  • OVEREXPOSED Youth a Target of Alcohol
    Advertising in Magazines, The Center on
    Alcohol Marketing and Youth at Georgetown
    University, September 24, 2002

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Anheuser-Busch on Malternatives
  • The beauty of this category is that it brings in
    new drinkers, people who really dont like the
    taste of beer, said Marlene Coulis,
  • A-Bs Director of New Products.
  • (Advertising Age, April 22, 2002)

13
Graphics and Statistics
  • Underage girls consume Alcopops more than any
    other type of alcoholic beverage, while women 21
    years and older rank alcopops as their least
    consumed alcoholic beverage.

14
Our Story
  • Step One Meet with BOE members
  • Step Two Recommendation to write a petition
  • Step Three BOE hearing- vote and re-vote
  • Step Four Interested Party Meetings- Hearing
    8/15/07
  • Step Five Office of Administrative Law
  • Step Six Implement July 2008

15
Getting the Word OUT!!
  • New York Times
  • National Public Radio
  • Local News/Local News Papers
  • Letters to the editor

16
Local Support
  • Local Resolutions- Letter from Board of
    Supervisors in support of our efforts with the
    BOE.
  • Petitions-Had signed by
  • Post Cards- post card that we sent to all five
    board members, to support our actions that we
    were taking on with the BOE members.
  • Town Hall meetings- involving young people,
    adults, community members, parents, law
    enforcement.

17
WHAT CAN YOU DO???
  • Get local resolutions
  • Letters of support
  • Post Cards
  • Local Presentations on the topic
  • Create a campaign that fits your community
  • Most of all, create some well needed change!!!

18
San Diego Experience
  • Deb Pint
  • San Diego County Office of Education

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Recommendations
  • Communities need to aggressively seek both
    voluntary action by the alcohol industry and
    government action at all
  • levelsnational, state, and local
  • to protect our young people from harm.

33
Napa County Office of Education Napa,
California Our Children, Our Future Action
Guide Printed 2007
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  • How to Build Assets
  • Parenting Skills
  • The Lawtobacco, alcohol, drugs and party
    ordinance,parent liability
  • Signs of Use What to do
  • Alcohol TeensMyths Facts

37
  • Anger, Conflict, Bullying
  • Body Image, Nutrition Healthy Weight
  • Tattoos Piercing
  • Depression, Suicide Prevention
  • Gangs
  • Resources

38
No Alcohol Use Posters
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Napa County Office of Education Napa,
California Getting the Message Out Students as
the messengers CALENDAR 2008
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Jeanne Title Napa County Office of Education 2121
Imola Avenue Napa, CA 94559 707-253-3444 Jtitle_at_nc
oe.k12.ca.us
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  • Questions Comments Are Welcome
  • Thank You very much for your time!!
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