Collaboration across sectors: A Canadian example of advocacy towards policy change

Background: A grassroots group, including school administrators, teachers, community health boards, health professionals and a cross section of government departments, were concerned about an alcohol “harm reduction” program in Nova Scotia elementary and junior high schools run by the provincial alcohol monopoly. The “Colourful Messages” program asked that children in grades 4-8 draw “responsible use” pictures and messages on paper bags to be distributed at alcohol retail outlets. This technique of alcohol normalization is one commonly used by the alcohol industry. Methods: Research was undertaken to look at the best practices in prevention, health promotion and harm reduction related to alcohol use for school-aged children. Information was disseminated among health professionals, school administrators, concerned community members and other stakeholders. Results: Even though this program contained none of the benchmark factors for success, it continued in the school system because it was initiated by and had strong support from the alcohol industry, offered incentives, and was never really questioned - until two years ago. At that time, it was determined that the program was in fact increasing the harms associated with alcohol use as opposed to reducing them. Through effective network building, collaboration and information dissemination, the grassroots group was successful in ending this program that had been in place for ten years. Conclusions: Coordination and collaboration at the individual, organizational and system levels were integral to the success of this policy change. It is crucial for public health professionals to work with non-traditional partners to ensure evidence-based practice.