Operation: Alcohol Advertising Placement
An Alcohol Advertising Environmental Project

The Operation: Alcohol Advertising Placement training provides information on how to analyze a store's environment for alcohol placement and advertisement.

Youth will collect and analyze data on the placement and number of alcohol advertisements in small markets, chain convenience stores, gas stations, pharmacies, chain supermarkets, restaurants, and other retailers.

This project was put into place for several reasons:

• Youth are frequently the targeted audience for alcohol advertising.
• The alcohol industry spends billions of dollars promoting their products to people under 21 years of age.
• Youth are exposed to apparel, jingles, and advertisements that could lead them to participate in illegal, dangerous behavior.
• In 2004, The Institute of Medicine recommended that alcohol companies, advertising companies, and commercial media should refrain from marketing practices that have substantial underage drinking appeal. They should take resonable precautions in the time, place, and manner of placement and promotion to reduce youthful exposure to other alcohol advertising and marketing activity. (Reducing Underage Drinking: A Collective Responsibility, Page 136)

Youth will be assessing:

• Store Environment
• Ads, Displays, Visible Promotional Items
• Age-of-Sale Signs
• Industry Responsibility Messages

Youth will gain communication skills by writing business letters to make suggestions to stores where changes appear necessary. Stores that comply with any of the youth's requests will be recognized and thanked.

Operation: Alcohol Advertising Placement - Online Training
Password Protected Website

Please fill out the following information to request a password for our free online training, a training presentation in your community, or some of our Operation: Alcohol Advertising Placement training manuals.

If you would like more information about this project for if you would like to request a presentation or booth at your next community event, please contact Karen Farris at 573-635-6669 or kfarris@actmissouri.org.

428 E. Capitol, 2nd Floor * Jefferson City, MO 65101
phone: 573-635-6669 / 877-669-2280 * fax: 573-635-7257
e-mail: kfarris@actmissouri.org