2. The Message If you have five or more drinks (beer, coolers, shots – whatever) on a single occasion, youre on a binge. If youre on a binge, youre not in control. And a lot of bad stuff happens just because people dont know enough to stop drinking before they lose control: Reputations get ruined. People lose friends. They screw around on their bfs/gfs. They get in fights. Lose teeth. Lose bladder control. Have unsafe sex. Get raped. So, whats the message? Do yourself a favour. Know your limit. If youre going to drink, be smart about it.

3. The Campaign Print

4. The Campaign Video Click to play

5. The Campaign Audio Click to play

6. The Campaign Audio Click to play

7. Keep Control The keep control campaign is an initiative of the Ontario Public Health Association (OPHA), managed under its Alcohol Policy Network (APN). Production of this presentation has been made possible through a financial contribution from Health Canada. The views expressed herein do not necessarily represent the views of Health Canada.

8. Choose a Module Module 1: Alcohol and Youth Module 2: Advertising and The Alcohol Industry Module 3: Interactive Game Skip to the end

9. Module 1: Alcohol and Youth The Presentation In this module, well look at some of the facts about alcohol and youth. Well look at: Why binge drinking is a problem What alcohol does – facts about excessive alcohol use Harm reduction solutions

10. Module 1: Alcohol and Youth The Facts We could pretend that youth dont drink.* We could also pretend that heavy drinking is harmless. That it doesnt harm friendships and reputations. That it doesnt put you at risk for injury or sexual assault. That the alcohol industry doesnt target youth with their advertising. We could pretend a lot of things. Or we could face the facts.

11. Module 1: Alcohol and Youth The Facts *Fact: in 2005, 62% of Ontario students in grades 7 through 12 reported drinking: 23% (220,100 students) reported binge drinking at least once in the month before the survey. 205,300 students reported being drunk at least once. About 9% reported binge drinking 2 to 3 times. Another 5% reported binge drinking 4 times or more. (Source: Centre for Addiction and Mental Health)

12. Module 1: Alcohol and Youth Definitions Binge Drinking The Centre for Addiction and Mental Health (CAMH) and the Ontario Public Health Association (OPHA) defines binge drinking as drinking five or more standard drinks on the same occasion. Heavy Drinking Heavy drinking on any occasion is defined as becoming drunk with a blood alcohol content (BAC) exceeding.12 (150% of the legal limit).

13. Module 1: Alcohol and Youth Alcohol is a drug Alcohol can be addictive. About one person in 20 who drinks becomes dependent on alcohol. Alcohol dependence can also cause major problems with friends, family, school, work, emotional and mental health, the law and money. Withdrawal symptoms from alcohol include: Nervousness and jumpiness Sleep problems Tremors (the shakes or DTs) Seizures Hallucinations

14. Module 1: Alcohol and Youth The Risks Binge drinking and heavy drinking can have numerous consequences. During a study at the University of British Columbia. youth reported the following as consequences of binge drinking or heavy drinking: Health Aches and pains Accidents Hospitalization

15. Module 1: Alcohol and Youth The Risks Violence Being a victim Being a perpetrator Bullying Dating violence

16. Module 1: Alcohol and Youth The Risks Sex Early sex Regretted sex Sexual assault

17. Module 1: Alcohol and Youth The Risks Problem behaviours Skipped school Stayed out all night without parent permission Damaged property Warned or detained by police School detention Stealing Suspended out of school Suspended in school Ran away from home Carrying weapons

18. Module 1: Alcohol and Youth The Risks Long-term effects Over time, heavy drinking can lead to: Liver damage Loss of appetite Heart disease Impotence in men Stomach ulcers Menstrual irregularities Brain damage Some types of cancer Memory loss Blood vessel disorders Vitamin deficiencies Skin problems

19. Module 1: Alcohol and Youth The Risks Alcohol Poisoning Alcohol poisoning, also called alcohol overdose, occurs when a person's blood-alcohol concentration (BAC) rises to a high level very quickly. All of the following can cause alcohol poisoning: Binge drinking Drinking games Funneling Chugging

20. Module 1: Alcohol and Youth The Risks Alcohol poisoning is a life-and-death situation. Alcohol is a central-nervous-system depressant. It is fatally poisonous at high levels. When BAC climb rapidly, the bodys natural reflex is to vomit. However, drinking too much too fast can shut down gag reflexes, breathing, heart rate and brain function. The result can be choking on vomit, coma or heart attack.

21. Module 1: Alcohol and Youth The Risks Signs of Alcohol Poisoning include: Passing out, semi-conscious Cold, pale, or bluish skin Vomiting while sleeping Slow or irregular breathing Seizures If someone shows any of these symptoms, NEVER leave them alone or put them to bed to sleep it off. Call 911.

22. Module 1: Alcohol and Youth The Risks Alcohol Poisoning - The Recovery Roll or Bacchus Maneuver To help someone who has alcohol poisoning: Turn the person onto their side, with their head on its side as well, to prevent choking if they vomit.

23. Module 1: Alcohol and Youth

24. The Risks Rape drugs The two most common rape drugs are Rohypnol (roofies) and Gamma hydroxy butyric acid (GHB or liquid ecstasy). They are depressants that affect the central nervous system. When mixed with alcohol, they cause: dizziness disorientation loss of inhibitions memory blackouts loss of consciousness

25. Module 1: Alcohol and Youth The Risks Rape drugs Both are odorless, colorless, and tasteless. Their sedative effects prevent you from resisting sexual assault, and if they cause you to pass out, youre at an even higher risk for sexual assault. And since they cause blackouts, you may not remember what happened – or with whom – when you recover.

26. Module 1: Alcohol and Youth The Risks Avoiding rape drugs There are some simple steps you can take to avoid ingesting rape drugs: Don't put your drink down. Don't accept an open drink from anyone. Avoid punch bowls. Watch out for each other. Spread the word.

27. Module 1: Alcohol and Youth How can I keep control? If you drink, even small changes in the way you consume alcohol can go a long way to reducing the negative effects. There are several strategies you can use to help you keep control:

28. Module 1: Alcohol and Youth Keep count. Know your limit, and know when you reach it. Space your drinks out. Avoid top-ups. Alternate drinks with water or pop. Eat.

29. Module 1: Alcohol and Youth Keep your eyes peeled. Rape drugs are colourless, tasteless and odourless. Steer clear of punch bowls. Never leave your drink unattended. Dont accept open bottles or drinks you havent seen mixed.

30. Module 1: Alcohol and Youth Keep it safe. Drinking can lead to regrettable hookups. Which can lead to STIs. Pregnancy. Damage to your reputation. Think about consequences. Think about safety. Think about making sure you both want it. Just think.

31. Module 1: Alcohol and Youth Keep your cycle in mind. Premenstrual hormones and the estrogen in The Pill can cause you to get drunk faster and stay drunk longer than you want to.

32. Module 1: Alcohol and Youth Keep on keeping on. Pre-gaming starts things early, but it can put you over your limit early, too. Start from zero. Know how much youve had. Be around for the whole party.

33. Module 1: Alcohol and Youth Keep your cool. Alcohol makes people more aggressive. It also slows reflexes and reduces coordination. Why fight a no-win battle? Let someone else be the jerk that gets into it for no reason.

34. Module 1: Alcohol and Youth Keep it in your pants. Theres a word for having sex with someone whos too drunk to say yes. The word is rape. Even if youre drinking too, that isnt an excuse. Dont force it.

35. Module 1: Alcohol and Youth Keep your head. Drugs and alcohol dont mix – literally. If you smoke a j on top of drinking (or vice versa), the effect is additive – you feel the intoxication from both. Dont count on a joint to mellow you out.

36. Module 1: Alcohol and Youth Keep your reputation. Things happen when you get drunk. You mouth off. Make out with the wrong person. Stuff that can cost you respect. Friends. A bf/gf. Dont think people wont find out.

37. Module 1: Alcohol and Youth Keep time. Once theres alcohol in your system, nothing can speed the rate of metabolism. Not sleep. Not caffeine. Not food. Not water. The only thing that sobers you up is time.

38. Module 1: Alcohol and Youth Keep the rounds to a minimum. Having a round of drinks with friends may seem like the community- minded thing to do, but it can encourage you to drink more than you would normally – or more than you want – because of feelings of loyalty and peer pressure. Drink at your pace, not theirs.

39. Module 1: Alcohol and Youth Keep the right company. Some people drink more than others, and can encourage you to drink more to keep up. If you know you will drink a lot with some people, try and avoid always going out with them.

40. Module 1: Alcohol and Youth Sobering up For every drink you have, you need to give yourself at least two hours to sober up.

41. Module 1: Alcohol and Youth Where to go for help Health Canada: www.drugwise.cawww.drugwise.ca Kids Help Phone: 1-800-668-6868 www.kidshelpphone.ca

42. Choose a Module Module 1: Alcohol and Youth Module 2: Advertising and The Alcohol Industry Module 3: Interactive Game Skip to the end

43. Module 2: Advertising and the Alcohol Industry In this module, well look at some of the facts about advertising and the alcohol industry. Well look at: The evidence that alcohol advertising is targeted to youth The tactics the industry uses to appeal to youth

44. Module 2: Advertising and the Alcohol Industry "It's the perfect demographic. It's mostly college kids pounding pitchers of beer. – Aimar McQueeney, sales representative, distributor, Miller Brewing Company

45. Module 2: Advertising and the Alcohol Industry The Targeting What do we mean by advertising? Any message with content controlled by an advertiser that is communicated to influence choice, opinions or behaviour Used to: promote the use of goods and services improve the public image of corporations, organizations, and governments advance a point of view Appears in different media (print, outdoor, radio, television, internet)

46. Module 2: Advertising and the Alcohol Industry The Targeting Many alcohol ads seem to target youth specifically. Marketers of alcoholic beverages spent $1.9 billion on ads in 2002. Broken down by medium, they spent it on (in millions): Television: $1,115.7 Magazines: $409.3 Radio: $231.2 Outdoor:$139.9 Newspapers: $43.4 Source: Krank, University of British Columbia, 2006

47. Module 2: Advertising and the Alcohol Industry The Targeting In 2002: Alcohol marketers spent 50% of their advertising dollars on Saturday and Sunday, when youth are more likely to be home. They also aired 33% of their television advertising during prime time (8-11 pm), when youth are most likely to be watching.

48. Module 2: Advertising and the Alcohol Industry The Targeting 56% of magazine ads for alcohol were placed in publications targeted at youth. Youth age 12-20 were about 50% more likely to see beer advertisements in 2001-2003 than adults 21+. 90% of youth were exposed to ads for distilled liquor. Source: Krank, University of British Columbia, 2006

49. Module 2: Advertising and The Alcohol Industry The Targeting Alcohol advertisers also commonly use animals in their ads. Animals add greater appeal for younger audiences, create more memorable ads, and associate alcohol with something familiar and fun.

50. Module 2: Advertising and The Alcohol Industry The Targeting "Some people think of coolers as appealing to younger consumers. But our product is a premium product, targeted at a more sophisticated consumer". - Cathy Siskind-Kelly, BlackFly Beverage Company (makers of Vodka Infused Spiked Ice, an innovative novelty beverage that comes in the guise of a freezie.)

51. Module 2: Advertising and the Alcohol Industry The Regulations In Canada, a combination of government and industry interests control alcohol advertising. The "CRTC Code for Broadcast Advertising of Alcoholic Beverages states that messages are not allowed that: encourage non-drinkers to drink appeal to minors connect drinking with high-risk activities imply that drinking leads to social acceptance, personal success or achievements in business or sports.

52. Module 2: Advertising and the Alcohol Industry The Regulations They also cannot portray an alcohol beverage in an immoderate way or exaggerate the importance of any aspect of the product. Can you think of any ads that seem to break the code?

53. Module 2: Advertising and the Alcohol Industry The Regulations In Ontario, all ads must be reviewed and approved by the Alcohol and Gaming Commission of Ontario before they air. According to the AGCO: Ads must reflect responsible use or service. Specific brands or types of alcohol can be promoted, but not drinking in general.

54. Module 2: Advertising and the Alcohol Industry The Regulations Advertisements cannot imply that drinking is important for: social or business success athletic prowess sexuality or sexual opportunity having fun or achieving a goal Can you think of any ads that seem to break ACGO regulations?

55. Module 2: Advertising and the Alcohol Industry The Regulations The AGCO regulations for alcohol advertising also state: Drinking cannot solve problems Alcohol advertising must not appeal to people under the drinking age or be placed in media targeted at them Songs that attract minors are not allowed Celebrities that appeal to youth are prohibited unless the person is not promoted

56. Module 2: Advertising and the Alcohol Industry The Regulations Ads cannot associate drinking with any activity involving care, skill or physical danger (this includes driving and some sports). Ads cannot suggest illegal activity involving alcohol. Can you think of any ads that seem to break ACGO regulations?

57. Module 2: Advertising and the Alcohol Industry The Tactics Advertising works by creating, building, and reinforcing images. These images work to associate products with ideas or personalities that appeal to the audience. These images affect behaviour slowly and may not take effect for months or years after exposure. This may be one of the reasons that alcohol advertisers seem to target youth.

58. Module 2: Advertising and the Alcohol Industry The Tactics One of the key tactics alcohol advertisers use is the attractiveness of the drinkers in a given ad. This attractiveness includes: Physical attractiveness Identification in terms of age liking the models attitudes, behaviour or the storyline of the ad in which they appear

59. Module 2: Advertising and the Alcohol Industry The Tactics Physical Attractiveness When using physical attractiveness to sell a product: A drinking behaviour (for example, drinking a certain brand of beer) is shown. The behaviour is reinforced with characters who are more socially desirable than the intended audience, but who resemble them. The audience perceives real-world drinkers as more attractive, successful and athletic than they would otherwise.

60. Module 2: Advertising and the Alcohol Industry The Tactics Age Identification Age identification can also be a powerful tool for alcohol advertisers because: Young people tend to think actors are closer to their own age than they really are.

61. Module 2: Advertising and the Alcohol Industry The Tactics Junior High students who drink more may age-identify with the actors to justify their own behaviour. This does not happen with older adolescents. Teens tend to be more susceptible to drinking ads when they first begin to make decisions and choices about themselves. Again, this may be one of the reasons that alcohol advertisers seem to target youth.

62. Module 2: Advertising and the Alcohol Industry The Tactics "Liking" Liking encompasses many factors that may cause people to respond positively to an ad, and the product it advertises. In short, the more people like ads, the more effective will be. Factors that cause liking include: Humour Music Sexiness

63. Module 2: Advertising and the Alcohol Industry The Tactics (continued) "Liking" When youth "like" certain ads, their drinking and drinking problems may increase. There is also evidence that youth who "like" alcohol ads develop brand allegiance by age 18.

64. Module 2: Advertising and the Alcohol Industry The Tactics "Liking" When surveyed, youth who liked alcohol ads believed that: positive consequences of drinking were more likely their peers drink more frequently their peers approve more of drinking These beliefs combine to produce a greater likelihood of drinking, or of intention to drink within the next year.

65. Module 2: Advertising and the Alcohol Industry The Conclusions Regardless of the alcohol industry's arguments that their advertising encourages drinkers to try new brands, their marketing strategies affect youth in negative ways. Youth may be particularly susceptible to the messages in alcohol ads as they begin to form their personal identities. Youth are bombarded with alcohol advertising that contains the right kind of humour, music and "sexiness to appeal to them.

66. Choose a Module Module 1: Alcohol and Youth Module 2: Advertising and The Alcohol Industry Module 3: Interactive Game Skip to the end

67. Module 3: Interactive Game Do you know when to stop drinking before you lose control? Prove it. Answer some questions. Bust some myths. Show off your big brain. Prove you have what it takes to keep control.

68. Module 3: Interactive Game Play The Game.

69. Module 3: Interactive Game Get smart. Get in control. Get involved.

70. Keep Control How you can get involved Visit keepcontrol.ca:keepcontrol.ca Watch the tv commercialWatch the tv commercial. Listen to the radio spotListen to the radio spot.

71. Keep Control How you can get involved Visit keepcontrol.ca:keepcontrol.ca Talk it over on the blog.

72. Keep Control How you can get involved Visit keepcontrol.ca:keepcontrol.ca Download the t-shirt templatesDownload the t-shirt templates. Download the sticker templatesDownload the sticker templates.

73. Keep Control How you can get involved Visit keepcontrol.ca:keepcontrol.ca Download this interactive presentationDownload this interactive presentation. Download the brochureDownload the brochure. Download the postersDownload the posters.

74. Keep Control How you can get involved Visit keepcontrol.ca:keepcontrol.ca Get answers you can trust. Answers you can use. For school projects, essays and papers. For public speaking assignments. For debates. Knowledge is power. Spread the word.

75. Keep Control Most importantly, live it: Know when to stop before you lose control.