In 1994, California enacted a strict law that permits the revocation of an alcohol retail license if the licensee is caught selling alcohol to minors three times in a three-year period. Since then, local alcohol policy activists, law enforcement agencies, and local policy makers have used the law to either close or reform the practices of problem alcohol outlets in their communities. However, in 1998 the alcohol industry introduced SB 1696 in the California State Legislature to significantly dilute the 1994 law. The campaign to defeat SB 1696 combined grassroots organizing, statewide lobbying, and media advocacy. This presentation describes a case study of the campaign in which 20 key players were interviewed to: (1) describe the background, key events and outcome of the SB1696 campaign; (2) review who opposed and supported the legislation; (3) analyze the lessons learned; and (4) make recommendations for future action. California alcohol policy activists succeeded in protecting the important "three strikes" provision of the state's sales to minors laws. In addition, California legislators and lobbyists are now more careful to include alcohol policy activists in discussions on legislation affecting alcohol control policies in the state.
Learning Objectives: At the conclusion of the presentation, participants will be able to: (1) describe in detail a successful statewide alcohol policy campaign; (2) assess the role of media advocacy, community organizing, and lobbying in developing alcohol policy initiatives; and (3) articulate key components of a successful media advocacy campaign
Keywords: Alcohol, Advocacy
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.