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National Binge Drinking Campaign: Don't Turn a Night Out into a Nightmare
Transcript of National Binge Drinking Campaign: Don't Turn a Night Out into a Nightmare
Drinking Campaign Introduction: Why we chose this strategy: The National Binge Drinking Campaign Conclusion One of the main influences of excessive alcohol consumption is the Australian cultural and social norms around drinking alcohol.
Peer pressure, stress, parties, roommates, schooling (high school and tertiary institutions) and large social networks all influence binge drinking.
Binge Drinking can affect quality of life. Health Promotion Principles, Values and Frameworks Partnerships Ottawa Charter for Health Promotion Don't Turn A Night Out Into A Nightmare The National Binge Drinking Strategy provides $53.5 million to address the problem of alcohol misuse among young Australians, including:
•$14.4 million to invest in community level initiatives to confront the culture of binge drinking, particularly in sporting organisations:
•$2 million is being invested in Club Champions – two members from each major sporting club competing in the national competitions across all six sports – to help foster leaders in responsible drinking at the elite level,
•$5.2 million will be invested in a significant expansion of the Good Sports initiative of the Australian Drug Foundation – to support local sporting clubs to build a culture of responsible drinking at the grassroots level,
•$7.2 million for a community based grants round, which will provide an avenue to establish sustainable partnerships between non government organisations, local government, sporting groups, police and interested parties to work together to develop local solutions to address youth binge drinking within their own community.
•$19.1 million to intervene earlier to assist young people and ensure that they assume personal responsibility for their binge drinking.
•$20 million to fund advertising that confronts young people with the costs and consequences of binge drinking. Campaign Objectives Campaign Messages Don't Turn A Night Out Into A Nightmare; Online Game Deliver personally relevant messages to encourage, motivate and support the secondary target group to: Deliver personally relevant messages to encourage, motivate and support the primary target groups Raise awareness of the harms and costs associated with drinking to intoxication, for example •Drinking to intoxication can lead to socially unacceptable behaviour and consequences that are regrettable; and
•Avoiding drinking to intoxication can have a range of social and health benefits. Teenagers aged 15-17 years and young adults aged 18-25 years •Parents and carers have a role in educating their teenage children about the possible consequences of excessive drinking and in setting clear behavioural boundaries; and
•Teenagers generally look to parents and carers for support and direction. Parents of 13-17 year olds http://www.drinkingnightmare.gov.au/internet/drinkingnightmare/publishing.nsf/Content/game Players can negotiate their way through a typical Saturday night party and make important decisions about their drinking along the way. As their night progresses players will experience the direct consequences of their decisions made. The game presents players with a variety of situations where alcohol, peer pressure and unacceptable behaviour can have dangerous social and physical consequences unless responsible decisions are made. It is up to the player to make responsible descions in order to arrive home safely from a night out. References Advertising.nsw.gov.au (2008). What are you doing to yourself? | NSW Strategic Communications. Retrieved from: http://advertising.nsw.gov.au/campaigns/what-are-you-doing-yourself (Accessed: 7 Sep 2012).
Australian Government Department of Health and Ageing. (2010). Don’t turn a night out into a nightmare. Retrieved from: http://www.health.gov.au/internet/drinkingnightmare/publishing.nsf (Accessed: 3 Sep 2012).
Australian Institute of Health and Welfare: National Drug Strategy
Household Survey: Detailed Findings. Canberra: Australian Institute of Health and Welfare; 2007 retrieved from: [http://www.aihw.gov.au/publication-detail/?id=6442468195]. (Accessed: 11 Sep 2012).
Board of Studies. (2003). Personal Health, Development and Physical Education Year 7-10 Syllabus. Retrieved from: http://www.boardofstudies.nsw.edu.au/syllabus_sc/pdf_doc/pdhpe_710_syllabus_03.pdf (Accessed: 7 Sep 2012).
Caroline van Gemert, Paul Dietze, Judy Gold, Rachel Sacks-Davis, Mark Stoové, Hassan Vally and Margaret Hellard(2011). The Australian national binge drinking campaign: campaign recognition among young people at a music festival who report risky drinkin. BMC Public Health. 2011. Doi: 10.1186/1471-2458-11-482
Chikritzhs, T., Jonas, H., Heale, P., Dietze. P., Hanlin, K. & Stockwell, T.(2001). Mortality and life years lost due to alcohol: a comparison of acute and chronic causes. Medical Journal of Australia, 174 (6), 281-284.
Chikritzhs, T. (2003) Australian Alcohol Indicators: Patterns of Alcohol Use and Related Harms for Australian States and Territories 1990-2001, National Drug Research Institute and Turning Point Alcohol & Drug Centre, Melbourne.
Collins, D., Lapsley H. (2008) The cost of tobacco, alcohol and illicit drug abuse to Australian society in 2004/05. Commonwealth of Australia.
Commonwealth Department of Health and Ageing (2008). National Youth Alcohol Campaign evaluation research 2000-2002. Unpublished.
Hubbard, J. (2010). Drinking nightmare. International Public Relations. Retrieved from http://www.american.edu/soc/communication/upload/australia-hubbard-10.pdf
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Loxley, W., Chikritzhs, T., Jonas, H., Heale, P., Dietze. P., Hanlin, K. & Stockwell, T. (1999). Alcohol-caused deaths and hospitalisations in Australia, 1990-1997. National Alcohol Indicators, Bulletin 1, December 1999. Perth: National Drug Institute.
Loxley, W., Toumbourou, J.W., Stockwell, T., Haines, B., Scott, K., Godfrey, C., Waters, E., Patton, G., Fordham, R., Gray, D., Marshall, J., Ryder, D., Saggers, S., Sanci, L. & Williams, J. (2004). The prevention of substance use, risk and harm in Australia: A review of the evidence. Ministerial Council on Drug Strategy, Funded by the Australian Government Department of Health and Ageing.
Pascal, R. , Chrikritzhs, T. & Jones, P. (2009). Trends in estimated alcohol-attributable deaths and hospitalisations in Australia, 1996 - 2005. National Alcohol Indicators, Bulletin No. 12. Perth: National Drug Research Institute
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Youthcentral.vic.gov.au (1998). Teenage Binge Drinking Effects & Alcohol Risks - Victoria - Youth Central. Retrieved from: http://www.youthcentral.vic.gov.au/Health+&+Relationships/Drugs,+smoking+&+alcohol/Binge+drinking/(Accessed: 9 Sep 2012).
2007 National Drug Strategy Household Survey (NDSHS) (Teenagers aged 15- 17) (Parents of teenagers aged 15 - 17) By Bec, Georgia, Tahlie & Tamara Binge drinking, a term commonly used to describe deliberately going out and drinking heavily over a short period of time,
90 per cent of Australian teenagers over the age of 14 years reported having tried alcohol at least once before they turn 18.
The need for a health promotion strategy to be put into place to address and reduce the impact of excessive alcohol consumption in young individuals which is why the National Binge drinking Campaign was introduced on March the 10th 2008. As young teens ourselves, we are consistently surrounded by alcohol controlled environments and have seen first-hand the impact and dangers alcohol can have on young individuals.
As health promotion students, there is an increase in demand to create awareness and address the issue broadly. The need for early intervention is a must, as binge drinking rates among young people are consistently increasing.
The national binge drinking is a strong initiative that is guided by health promotion frameworks, principles and values in order to address the common determinants associates with binge drinking. It works towards reducing alcohol-related harm in young people, and use a range of tools to ensure that binge drinking is avoided entirely Empowerment
Developing Personal Skills
Environments National Binge Drinking Campaign Schools As the target audience for this campaign is the 15-17 age group, the National Binge Drinking Campaign needs schools to be the source for the distribution of information. A school setting is the most accessible and effective way of getting the message of the dangers to a wide range of adolescents. Sporting Groups Sporting groups are a setting for adolescents to get together and had previously been an environment dominated by alcohol adverts and cheap beers. As children can be heavily involved in sporting groups, they are susceptible to the influence of the presence of alcohol around them, putting them at greater risk of drinking to excess when given the opportunity as teenagers. Alcohol is the most widely used recreational drug in Australia. Because of its popularity, people don't tend to think of it as a drug, or even realise that it can be harmful
The program is supported community partnerships with sporting and other non-government organizations to positively influence environments that can shape the culture of binge drinking among young people