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APHA Scientific Session and Event Listing

Gary M. Najarian, MSW and Catherine Condon, MPH. Department of Health and Human Services, County of Marin, Division of Alcohol, Drug and Tobacco Programs, 10 North San Pedro Road, Suite 1013, San Rafael, CA 94903, 4154994230, gnajarian@co.marin.ca.us

The Marin County Department of Health and Human Services, Division of Alcohol, Drug and Tobacco Programs, in conjunction with several dozen local community organizations and individuals developed a Prevention Strategic Plan for 2004-2009. The planning process, which utilized the Strategic Prevention Framework, focused on identifying environmental prevention strategies to reduce the types and consequences of youth alcohol and drug use among teens, adults and seniors in Marin County, California. A key element of the plan was an effort to reduce alcohol sponsorship and promotion at the County Fair and local community festivals. Beginning with the Plan's inception in 2004, a group of concerned organizations formed a collaborative called Play Fair and replaced Miller Brewing Company as the title sponsor of the Fair. The group secured an additional sponsorship in 2005, removing Coors' sponsorship of the "dining tent", effectively ending major alcohol sponsorship of the Fair. Simultaneous to this effort, the Play Fair group initiated a Responsible Beverage Service training component for local community groups and volunteers serving/selling alcohol at the Fair and a group of youth leaders began a process to introduce a County ordinance to prohibit future alcohol sponsorship at the Fair. As a result of the success of the youth and community members involved in Play Fair, an ordinance has been presented to the Marin County Board of Supervisors prohibiting future alcohol sponsorship at the Fair and four local community festivals have agreed to reduce alcohol sponsorship and enhance Responsible Beverage Service training for sellers/servers of alcohol.

Learning Objectives:

• Describe the Prevention Strategic Planning process with an emphasis on utilizing the Strategic Prevention Framework
• Discuss the problem of youth exposure to alcohol marketing and promotion and the links to perceptions, attitudes and the likelihood of drinking
• Discuss environmental prevention strategies and their application to the reduction of youth exposure to alcohol marketing and promotion
• Identify steps that States, Counties and communities can take to reduce and replace alcohol sponsorship at local events and festivals
• Describe the content and process of a County ordinance to prohibit alcohol sponsorship
• Discuss media and public relations opportunities

Keywords: Alcohol, Public Policy

Presenting author's disclosure statement:

Not Answered