Programme Reduction of alcohol consumption by youngstersNoord-KennemerlandFriday 16 October 2009

Esther Kleine Deters

GGD Hollands Noorden

Structure of the plan• Introduction• Vision• Targets• Programme of implementation

– Educational Prevention– Rules & Enforcement– Communication

• Preconditions

• Dutch youngsters top the list in Europe• More than one third of the pupils of secondary

schools has drunk 5 glasses or more on one occasion in the past month

• In Noord-Kennemerland 47% of the pupils in the 2nd and 4th year of secondary schools consumes excessive amounts of alcohol

• 88% of the attempts to buy alcohol made by 15-year-old mystery guests is successful

Alarming figures

• Alcohol disrupts the development of the brain• Greater risk of alcohol addiction later in life• Poorer performances at school, college and

work• Higher risk of unsafe sex, accidents and

aggression, black out and alcohol poisoning, possibly resulting in coma or even death

Effects

These pictures show the functional brain activity of a healthy 15-year-old male non-drinker (left), and that of a 15-year-old heavy drinker(right)Susan Tapert, University of California San Diego

Vision• We want youngsters to realize that they can

have fun without alcohol when they go out• Message: wait with drinking alcohol as long as

possible, do not drink till you are at least 16• 3 pillars:

– Educational Prevention– Rules & Enforcement– Communication

• Positive image

General target:

Postponing the moment 10-16-year-old youngsters

drink their first glass of alcohol

Standard:

No consumption of alcohol before the age of 16

Targets

Sub targets (1)• Percentage youngsters in 2nd+4th year of

secondary schools drinking alcohol in the past 4 weeks has not increased in 2009 compared to 2005

• Percentage youngsters in 2nd+4th year of secondary schools consuming excessive amounts of alcohol in the past 4 weeks has not increased in 2009 compared to 2005

• Average age when youngsters drink alcohol for the first time is not lower than in 2005

Sub targets (2)• More than ¾ of (contacted) parents intend to

stick to the standard: ‘no alcohol before the age of 16’

• In Aug/Sept. 2010 less than 40% of attempts to buy alcohol by mystery guests in off-licenses and less than 60% of similar attempts in supermarkets, cafeterias, catering establishments and clubhouses is successful

Pillar Educational Prevention• Project ‘Alcohol, a different story’ • Project ‘Electronic Education Surroundings’• School policy alcohol• Parental participation• Instruction Responsible Serving of Alcohol

Pillar Rules & Enforcement• Administrative enforcement by municipalities

with the help of phased set of rules for catering business

• Investigation prohibition of advertisements for alcohol in public space

• Discussion with (para)commercial catering establishments and shopkeepers on sale of alcohol to under-16

• Investigation enforcement of age limits with respect to sale of alcohol

Pillar Communication• Regional communication plan:

– Means of communication– Clear message– Free publicity– Regional agreements– Annual meeting

Preconditions(1)• Financing

– Educational Prevention– Rules & Enforcement– Communication– Project management– Subsidy request Province Noord Holland

75/25

Preconditions (2)

• ManpowerSteering committee

Working group Rules &

Enforcement

Working group Communication

Working group Educational Prevention

Project group

Thank you for your attention!