2. Binge drinking is heavy consumption of alcohol over a short period of time.

3.  Liquor stores, bars, and alcoholic beverage companies make drinking seem attractive and fun. It's easy for a high school student to get caught up in a social scene with lots of peer pressure. Inevitably, one of the biggest areas of peer pressure is drinking.

4.  They're curious — they want to know what it's like to drink alcohol.  They believe that it will make them feel good, not realizing it could just as easily make them sick and hung-over.  They may look at alcohol as a way to reduce stress, even though it can end up creating more stress.  They want to feel older.

5.  Teenagers aged 15-17  Young Adults aged 18-25  College Students

6. Raise awareness of the harms and costs associated with binge drinking, such as:

7. Advertising can highlight the impacts binge drinking can have on health and behaviors. It can entice people to take notice in the problem and learn the possible consequences involved.

8.  Print Ads  Radio  Social Media  Television  Billboards

9.  Recall Tests  Inquiry Tests

10.  By using the recall test, advertisers can reveal the effectiveness of the message components, such as size, color, or themes. By doing this, they measure what respondents notice.

11.  By using inquiry tests, in which consumers respond to an offer for information, researchers can test a message’s attention-getting value, readability, and understandability.

12.  Change Social Norms  Improve law enforcement  Reduce availability  Change policies

13.  Youth draw conclusions about alcohol-related social norms from what they see and hear about alcohol in their families and communities. These norms strongly influence their own attitudes and behaviors regarding alcohol. When communities consistently prevent underage access to alcohol, publicize and enforce alcohol-related laws, and limit the promotion of alcohol, they reinforce the message that alcohol use by young people is unacceptable.

14.  Communities can better enforce policies designed to stop drinking among children and adolescents. Studies find that existing laws regulating underage drinking are often not enforced. When these laws are ignored, it not only enables young people to drink but also communicates a general indifference to underage drinking.

15.  The most documented principle in alcohol use prevention is: Make it harder for young people to get alcohol, and they will drink less. Communities can make alcohol less available by promoting responsible adult behavior and holding adults accountable when they provide alcohol to minors; by raising the price of beer, wine, and liquor; or by reducing the number of places where alcohol is sold or served.

16.  Policymakers can take an active role in limiting alcohol availability to youth. Increasing alcohol taxes, raising the minimum drinking age, enforcing zero tolerance laws, and promoting social host liability laws are just a few strategies that policymakers can promote to reduce underage and binge drinking in their local communities, and send a message to youth and adults alike that underage drinking is not tolerated in the community.

17.  http://www.cdc.gov/alcohol/fact- sheets/binge-drinking.htm http://www.cdc.gov/alcohol/fact- sheets/binge-drinking.htm  http://teenshealth.org/teen/drug_alcohol/alc ohol/binge_drink.html http://teenshealth.org/teen/drug_alcohol/alc ohol/binge_drink.html  Hoover, S.A. Policy Strategies to Reduce Underage and Binge Drinking. Prevention Tactics. Community Prevention Institute.  http://www.cspinet.org/booze/collfact1.htm http://www.cspinet.org/booze/collfact1.htm