presentation to the parliamentary portfolio committee for health 14 march 2003
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Presentation to the Parliamentary Portfolio Committee for Health 14 March 2003. ARA VISION. To be the representative authority and policy making body of the South African Beverage Alcohol Industry on the SOCIAL ASPECTS OF BEVERAGE ALCOHOL. ARA MISSION. - PowerPoint PPT PresentationTRANSCRIPT
Presentation to the Parliamentary Portfolio Committee for Health
14 March 2003
ARA VISION
To be the representative authority and policy making body
of the South African Beverage Alcohol Industry
on the SOCIAL ASPECTS OF BEVERAGE ALCOHOL
ARA MISSION
To protect the right and freedom of members to trade and promote the responsible use of alcohol beverages,
as part of a healthy lifestyle,among those who have already
taken the decision to consume beverage alcohol.
ARA PURSUIT OF VISION & MISSION
Promote, support and encourage educational efforts
Ensure responsible marketing: advertising, packaging, promotion and selling
Participate in dialogue with public health community and other stakeholders
Contribute in development of alcohol policy Promote responsible alcohol policy for ARA member employees Promote alcohol related research Establish and maintain alcohol information resource base Promote ARA vision and mission in the retail sector
ARA PURSUIT OF VISION & MISSION
Focus on prevention and
target those most at risk and vulnerable in respect of alcohol abuse
ARA HISTORY
SAAC changes name to Industry Association for Responsible Alcohol Use (ARA)
1996
First full-time Director appointed to implement SAAC objectives
1989
“FORUM” Becomes Social Aspects of Alcohol Committee (SAAC)
of the Liquor Industry
1986
Loosely constituted Industry Forum “To ensure objective scientific debate, problem
solving and policy making” – In regard to abuse of its products
1981
ARA CORPORATE MEMBERS
Distell Douglas Green Bellingham E Snell & Co. Guinness UDV Jonkheer KWV Mooiuitsig SAB Miller
ARA LINKS
MEMBERSHIP OF ORGANISATIONS
- International Council on Alcohol & Addictions (ICAA) – Switzerland
- Centre for Information on Beverage Alcohol (CBA) – London
- Research Society on Alcoholism (RSA) - USA
- The Researcher-Practitioner Association of SA (SAR-PSA)
- The S A Alliance for the Prevention of Substance Abuse (SAAPSA)
- Foundation for Alcohol Related Research (FARR) – South Africa
ARA LINKS
AFFILIATE ORGANISATIONS
- International Center for Alcohol Policies (ICAP) – Washington DC- The Portman Group - UK- STIVA - Netherlands- DIFA - Germany- The Amsterdam Group - Pan-European- The Canadian Center on Substance Abuse- The Century Council - USA
ESTABLISH AND MAINTAIN
Member of Centre for Information on Beverage Alcohol (CBA)
Affiliated to: International Centre for Alcohol Policies (Washington) Canadian Centre on Substance Abuse Amsterdam Group (Brussels) Portman Group (London) Foundation for Alcohol Related Research
Attend international conferences: Research Society on Alcoholism (RSA) International Council on Alcohol and Addictions (ICAA) International Medical Advisory Group (IMAG)
ALCOHOL INFORMATION RESOURCE BASE
PROMOTE ARA VISION & MISSION
ASSOCIATE MEMBERS:
IN THE RETAIL SECTOR
Allesverloren; Baron & Quail Franchising; Barrydale Co-operative Cellar;Boschendal; Brandvlei Co-operative Brown-Forman Beverages Africa Ltd; Cape Wine Cellars; Cederberg Cellars; Chamonix Wine Farm; Coppools & Finlayson Int; De Trafford Wines; De Wetshof; Du Toitskloof Co-operative; Excelsior;
Glen Carlou Vineyards;Groot Constantia; Hartswater Wine Cellar; L’Ormarins; La Motte; McGregor Winery; Namibia Breweries; Natal Wine Merchants; Neethlingshof;NMK Schulz Fine Wines & Spirits; North Western Wine Merchants; Oranjerivier Co-operative Wines; Overgaauw; Overhex Wine Cellar; Paul Cluver Wines;
Perdeberg Co-operative; Pernod Ricard South Africa; Riebeek Wine Cellar; The Reciprocal Wine Trading Co; Rooiberg Winery; Rustenberg; Slanghoek Wine Cellar; Spier Resort Management; Stellenzicht Vineyards; Vriesenhof; Waterford Wines; Western Province Cellars; The-Wine-of –the-Month Club; Winkelshoek Cellar; The Brewing Industry Association of SA; SA Brandy Foundation
ASSOCIATE MEMBERS:
THE SPAR GROUP (tops):
PROMOTE ARA VISION & MISSION
- 65 stores; target over 140 stores by end of 2003
IN THE RETAIL SECTOR
1. Life-skills education: schools Horizon Project; NW Province (ICAP sponsored); Curriculum 2005
2. Life-skills education: adults sponsored research to establish needs of “parents”, undertaken by IHTD
3. “Sensible drinking project” in trauma units:sponsored pilot in Cape Metropole Region – currently rolling out
4. Road safety campaigns:in support of Arrive Alive
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PROMOTE, SUPPORT AND ENCOURAGEEDUCATIONAL EFFORTS
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DRINK & DRIVERadio Campaign
Double Vision
Friends
Barman
Male
Male
Female
print campaign
ARRIVE ALIVEPrint Campaign
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Other Print Campaigns
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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ARRIVE ALIVEPrint Campaign
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Examples of campaign elements - poster in store
Christmas 1999 -
“Celebrate wisely. Do the wise thing this festive season …”
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Examples of campaign elements - tokens
Press ad (wraparound - Mail & Guardian, City
Press, Sunday Times - “Make this the safest Easter yet (Please see inside)”
Reflective arm bands issued to pedestrians
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Examples of campaign elements - breathalyser poster
Poster (Easter 1998) -
“Every time you drink and drive you put your life and
others at risk . Do the responsible thing this Easter
…”
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Examples of campaign elements - breathalyser poster
Poster (Easter 1999) -
“The only way to drink is responsibly.
In the interest …
Every time you drink and drive you put your life and others at risk . Do the responsible thing
this Easter …”
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Examples of campaign elements - press ad
Press ad (Easter 2000) -
“Every time you drink and drive you put your life and others at risk. So if you’re drinking this Easter, be
responsible. If you are over the limit please get in the
passenger seat and make these holidays the safest yet.”
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Examples of campaign elements - participative lively
education
T Shirt worn byCommutaNet staff -
(Xmas 2000)
“If you have been watching watch your step”
Campaign accompanied by star music tapes.
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Examples of campaign elements - posters
Poster, Xmas 2000
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Examples of campaign elements - posters
Billboard at taxi rank - pedestrian awareness
(Xmas 2001)
Billboard at Du Noon taxi rank facing road to alert motorists of pedestrians (Xmas 2001)
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Examples of campaign elements - websites, Mr Delivery
PROMOTE, SUPPORT AND ENCOURAGE
1. Life-skills education: schools Horizon Project; NW Province (ICAP sponsored); Curriculum 2005
2. Life-skills education: adults sponsored research to establish needs of “parents”, undertaken by IHTD
3. “Sensible drinking project” in trauma units:sponsored pilot in Cape Metropole Region – currently rolling out
4. Road safety campaigns:in support of Arrive Alive
5. BUDDY Programmes: universities and technikons since the late 1980’s; focus: dangers of drinking and road use
EDUCATIONAL EFFORTS
CONTRIBUTE TO
On Road Transport Safety Board, at the invitation of National Minister of Transport
On W Cape Policy Development Panel, at the invitation of MEC for Finance
on Foetal Alcohol Syndrome (USA DoH) at invitation of USA-SA Consultative Forum
ANCYL Policy on Substance Abuse
On W Cape committee examining cheap bulk wine issue, at invitation of MEC for Finance
ALCOHOL POLICY DEVELOPMENT
DIALOGUE WITH PUBLIC HEALTH
1. Regular contact with national and provincial govt. officialsand departments on relevant issues e.g. legislation; transport, social & health matters etc.
2. Regular liaison with alcohol research and public health community e.g. SAIMR (now NHLS), WHO, SAR-PSA, SAAPSA, FARR
3. Liaison with NGOs e.g. IHTD, SANCA, ADAPRRC
4. Participation in national and international conferences e.g. ICAP, ICAA, RSA, SAAPSA, IMAG, TAG
COMMUNITY & OTHER STAKEHOLDERS
PROMOTE
MAJOR RESEARCH INITIATIVES:
- Adult life skills education- Alcohol cost-benefit study- Alcohol in pregnancy (FARR)
ALCOHOL RELATED RESEARCH
PROMOTE
MAJOR RESEARCH INITIATIVES:
CAPACITY DEVELOPMENT:
- Institute for Health Training & Development (IHTD) for the training of trainers.
- Alcohol & Drug Abuse Prevention, Rehabilitation & Research Centre (ADAPRRC) under direction of Prof Solly Rataemane.
- FARR (Foundation for Alcohol Related Research) under chairmanship of Prof Denis Viljoen.
- Post-graduate Research Fellowships at FARR since 1998.
ALCOHOL RELATED RESEARCH
FOUNDATION
HISTORY OF ASSOCIATION:
1995 – funded FAS epidemiological study in W Cape
1996 – established FARR with ongoing commitment on admin. costs
1996 – NIAAA sponsored site visit of eminent alcohol scientists
1997 – 5 research projects launched
1997 – ARA Postgraduate Research Fellowship launched
FOR ALCOHOL RELATED RESEARCH (FARR)
FOUNDATION
HISTORY OF ASSOCIATION: CURRENT STATUS:
- 17 research projects running or near completion
- Dr Nat Khaole and Dr Louisa Bhengu completed p-g studies
FOR ALCOHOL RELATED RESEARCH (FARR)
FOUNDATION
CURRENT PARTNERS / FUNDERS IN RESEARCH / PREVENTION:
- NIAAA – National Institute on Alcohol Abuse & Alcoholism- University of Cape Town Medical School - University of Stellenbosch Medical School- NHLS – National Health Laboratory Services- MRC – Medical Research Council- DoH – Mental Health & Substance Abuse Directorate- Provincial DoH – W Cape, Gauteng, N Cape, E Cape- CDC – Centers for Disease Control- SAWIT – SA Wine Industry Trust- Kaiser Family Foundation- University of New Mexico- Indiana University School of Medicine- Wayne State University- University of Wisconsin
FOR ALCOHOL RELATED RESEARCH (FARR)
ENSURE RESPONSIBLE MARKETING
1. ARA Marketing Code: Advertising, Packaging, Promotion and Media rules
2. ARA Code of Business Practice3. Licensee Training programme:
curriculum development phase
4. Responsible Drinking campaign – radio medium
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Responsible DrinkingRadio Campaign
Morning after
Morning after
Morning after
Fireman
We get the message
Can’t stop the bum rush
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Morning after
Morning after
ENSURE RESPONSIBLE MARKETING
1. ARA Marketing Code: Advertising, Packaging, Promotion and Media rules
2. ARA Code of Business Practice
3. Licensee Training programme: curriculum development phase
4. Responsible Drinking campaign – radio medium
5. Focus on underage drinking: Voluntary adoption of line:“Not for sale to persons under the age of 18” on all advertisements
6. Multimedia campaign in preparation
ADVERTISING CAMPAIGN(in progress)
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Television Adverts
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sleep
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surf
Pedestrian
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Fight
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MESSAGES ON LABELSARA POSITION:
Alcohol warnings and warning labels: an examination of alternative alcohol warning messages and perceived effectiveness
De Carlo, T.E., R. Parrott, R. Rody and R.D. Winsor. J of Consumer Marketing 1997, 14/6: 448-62
Compared with the influence of family and friends plus the impact of popular entertainment, advertising is of secondary importance for drinking and drug taking behaviour
Social judgement theory and marketing practice: consumers divide into three categories- those inclined to decide in your favour;- those inclined to decide against; - the uncommitted
MESSAGES ON LABELSARA POSITION:
The Australia & New Zealand Food Authority’s reasons for rejecting an application requiring labelling of alcoholic beverages with a warning statement
Does not necessarily change behaviour in “at risk” group
Statements difficult to devise given complexity of issues and known benefits of moderate consumption
Simple direct comparison with tobacco not valid
Far better to target “at risk” groups with campaigns aimed at reducing alcohol-related harm
MESSAGES ON LABELSARA POSITION:
The defeat of the ‘Dianne Yates Bill’ on health warnings in New Zealand
“At risk” groups are least likely to heed warnings
Warnings may contribute to increased abuse through “forbidden fruit” mentality
Ineffective in terms of chief purpose,viz., discourage excessive drinking
Better ways of educating people about alcohol that specifically target “at risk” groups
ARA POSITION:
Extensive RSA based research fails to identifylack of warnings / messages on labels as a risk factor
FARR:
MESSAGES ON LABELS
binge drinking smoking
high parity poor nutrition
poor education poverty
MESSAGES ON LABELSARA POSITION:
ANC Youth League Policy on Substance Abuse does not identify lack of warnings / messages on labels as a risk factor
Developed over the period October 1998 and January 2001
Formally adopted in April 2001
Policy focuses on- education to enable awareness of all aspects- training- early identification- research
MESSAGES ON LABELSARA POSITION:
Held in October 2000 under the auspices of SAWIT
Risk factors identified similar to previously mentioned
Interestingly, in needs and gap analysis, identified need for roll out of priorities and objectives of National Drug Master Plan
Workshop on alcohol abuse issues affecting wine farm workers - did not identify lack of warnings / messages on labels as a risk factor
Thank you