for COI and DCSF

1
for COI and DCSF
Use of alcohol among children young people
Summary of Findings National Alcohol
Conference November 2008
2
Structure of the Presentation
Introduction
Main Findings
Interventions?
3
Method Overlapping

• Design based on need to
• approach from every angle
• see how data map into and/or challenge each other

In Home Observation Interview
In-field Observation
Creative Conferences
Interactive Galleries
4
Research Programme

• 2 x stakeholder groups
• 7 x stakeholder Interviews
• 3 x expert Interviews
• 1½ hour duration
• Representative of range of roles perspectives
• 26 respondents

Stakeholder interviews

• 16 x in-home observations
• 16 x Accompanied Shops
• 8 x Observed Drinks
• CYP / PC split
• Range of regions, SEGs and drinking behaviours
  covered
• 40 respondents

• 10 x 2 hour conferences
• 239 respondents participated
• Split by age and gender
• 8 x CYP workshops
• 2 x PC workshops
• Range of regions, SEGs and drinking behaviours
  covered

Observation Sessions
Creative Conferences

• Split into two exhibitions ? CYP artworks and PC
  artworks
• Include CYPs, PCs, Stakeholders
• Pairs, trios, depths
• 78 respondents participated overall

Interactive Gallery
Fresh sample at every stage Fieldwork period
February to April 2008
5
2. Main Findings
6
The Issue of Youth Drinking
Parents Role Modelling
Media and Celebrity Reports
Alcohol Embedded in National Psyche
Alcohol Sales and Marketing
Nation Drinking
Drugs arent branded
Alcohol is not a drug
Fragmentation of Support Structures
Learn by your own mistakes
A Youth Culture in Crisis
A Raft of Myths to Cling to
Young Person identity
Peer Parenting And Tribal Rules
Alcohol lite is fine
All kids will
I am not at risk
Urban Out-Planning
Over-parenting kills
I know my limits
The worst that can happen Is
Each component is vast, recognised and
experienced - but difficult (not possible) for
the general public to fully articulate. Without
help to form an aerial view from which to
consider underage drinking, audiences slip around
the edges of the debate and then switch-off.
7
The Big Myths
A Raft of Myths to Cling to
How can it be a drug if its legal, an industry,
and I (and everyone) use it ???
1. Alcohol is not a drug
Widespread vested interest in a social myth that
alcohol is not really a drug. The reality is
unpalatable. However, a reminder not to forget
can prompt some to reflect and re-appraise if
other information closely supports.
8
The Big Myths
A Raft of Myths to Cling to
Theres a HUGE difference between people who
drink a bit (of wine, beer and alcopops) versus
those who drink loads (and the hard stuff)
2. Alcohol lite is fine
For Young People in particular, a perception of
graduated manageability exists (as grow in
experience, and against type of drink). This
mapping of the market results in a perception of
low risk/no damage or dependency issues at the
beginner end, but also a desire for some to move
from beginner level to more mature levels
quickly.
9
The Big Myths
A Raft of Myths to Cling to
Theres only one way to learn find out what
your limit is, and how horrible it is if you pass
it
3 Learn by Own Mistakes
This myth is a strong driver to drink early (to
excess). Parental response to early negative
effects in YPs is resigned and assumes control is
being gained at least theyll know now. To
counter this, all negative events need to be
reframed - as damaging impact at cellular and
at psychological level is currently ignored.
10
The Big Myths
A Raft of Myths to Cling to
Yeah but Im not a piss-head, I wont have an
accident and Ive got years ahead of me so Im
hardly gonna get ill am I ?

• 4 I am not at risk

This myth is critical but relies for credibility
on a sense of risk - that can only be generated
by undermining assumption of control via the
other, bigger myths.
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Supporting Myths
A Raft of Myths to Cling to

• All kids will.
• Over-parenting kills
• The worst that can happen is
• Drugs arent branded!
• I know my limits

He likes a drink but
The odd drink here and there
A very light drinker
Were not big drinkers
We drink very little
On the weekend, we might have a bottle of wine
I know my limits
My kids dont see me the worse for wear
I drink socially
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Whose Problem Anyway?
Alcohol Embedded in National Psyche
I influence my child BUT I am not a cause of
this behaviour AND I cannot influence this
behaviour AND I dont want Government meddling
in my affairs AND I dont want to change
myself BUT I want something to change
PARENT PUZZLE

• Across the sample, we considered three audience
  groups
• Parents
• Young People
• Stakeholders
• In seeing themselves as a discrete group
  separated by age and by status from the young
  drinkers, many PARENTS quickly find permission
  to disassociate themselves from a societal
  conundrum that exhausts even them

(AND, BUT, AND, BUT, YEAH, BUT, NO, BUT)
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The Parenting Trap Parents as Parents
Alcohol Embedded in National Psyche
Drinkers
Passive Drinkers
Find Your Own Way Round (I did) My kids drinking
is not my business Facilitating access not
engaging in education Turning blind eye to
effects Perceive YP should learn by own
mistakes YP unparented
Not an issue for us (were lucky) Do not feel
there is an issue in their family Not educating
because assume YP has internalised rules and
understands risks May not have information or
true picture (of YP) YP uninformed
Parents as Parents
Parents as Parents
Stay Out, Dont Touch! Do not engage with alcohol
education at all Believe in protecting - very
rigid rules (alcohol not allowed till 18) Will
pick up and taxi young people to and from venues
and will vet events to ensure rules policed Often
believe that their YP is above and beyond the
mainstream YP uninformed
Continental Model (the only way)
Continental model Slight push towards
controlled first drink PLUS desire to moderate
ongoing drinking by facilitating to minimise
risks Hazy on exact process and not aware of
differences in lifestyle context between
Continent and UK Believe they are educating YP
introduced early
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Role Modelling and Alcohol
Alcohol Embedded in National Psyche
Seems parents are less strict about alcohol and
drinking. I think this could be why YPs are
drinking alcohol Parent, Midlands
If you have kids and they see you do that, they
think its ok Parent, Midlands
I have work colleagues who finish work and really
need a drink Parent, Midlands
If you have a parent who is constantly drinking,
the kids will pick up on that Parent, Midlands
I went to the park and drank a bottle of cider,
so my kids do the same Parent, North
They get home from work and the first thing they
do is have a glass of wine Parent, North
My father likes a drink so my brother likes a
drink, my mother didnt so I dont Parent,
Midlands
Young People dont listen and you cant make
them Parent, Midlands
Kids at school will make up excuses for parents
who drink because they are embarrassed my
clothes are dirty because the washing machine
broke Parent, Midlands
I am more like be careful than dont Parent,
Midlands
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Parents as Pushers
Alcohol Embedded in National Psyche
Until a YP has experienced excess alcohol, they
wont understand. So its about making it safer
as YPs are going to drink anyway Parent, Midlands
On holiday, there are different rules. Let them
try alcohol Parent, Midlands
I dont think children shouldnt be allowed to
drink. I think they should be allowed to have a
little bit and understand the idea of alcohol at
a young age Parent, London
If I didnt let them taste it, they would just
help themselves Parent, Midlands
A drinking parent who likes a drink might not see
the dangers for their young person Stakeholder,
North
Even now I still drink in excess occasionally. I
dont think that will ever go away Parent, North
and we still do, we buy 10 bottles a week, and
they drink that. and weve always instilled in
them be careful what you do, dont drink spirits
and I know they dont Parent, Midlands
You really need to let young people get really
drunk so they can feel how bad the hangover
is Parent, North
I have friends who dont touch alcohol. Church
people. But they dont seem to have fun Parent,
Midlands
We have WKD and Bacardi Breezer. We have a bottle
each YPs, 12, 13, 14 - North
Just like the French Parent, London
16
A Youth Culture in Crisis
A Youth Culture in Crisis
Newer and increasingly aggressive strains of
influence
Background risk factors
Skunk on streets, drugs declassified
Inner-city gang culture
US gun-toting and gangsta roles
Gender role models Aggressive and sexualised
Inter-generational drinkers
Waiting for a drink is a worry but these days you
dont have to wait Parent, North
Binge drinking media
24 hour availability of alcohol
Pub culture
Mainstream drama pushing limits
24 hour cities
Week/weekend split not (continental)
agricultural model
Cheap alcohol
Hands-off parenting style
Parentlessness
Continental model (for wines
and beers?)
Home drinking
Play-station babysitter
Long working hours/high financial pressures
In this country people live to work. If people
didnt have to worry about work, they might have
more time to spend on the family
group Stakeholder, Midlands
Kids are growing up quicker and need more
stimulus. Kids are left to their own
devices. Parent, Midlands
While youth has always been a time of angst,
there is proof that the pressures are worse, or
sufficiently different, to warrant concern about
this evolved environment.
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Ten Young People Audience Segments
A Youth Culture in Crisis
Alcohol ve
Sophisti -Kates
Rugby boys
Park Boys
Main Shop
Drinkers
Non-drinkers
Mainstream Experimentation
PSHE believers
Star Junior
Denials
Alcoholics child
Religious/cultural
Alcohol -ve
18
Umbrella group Experienced regulars
A Youth Culture in Crisis
Alcohol ve
Sophisti -Kates
Rugby boys
Park Boys
Family Drinkers
Drinkers
Non-drinkers
Mainstream Experimentation
PSHE believers
StarJunior
Denials
Alcoholics child
Religious/cultural
Alcohol -ve
19
Umbrella Group Age Stage Drinkers
A Youth Culture in Crisis
Alcohol ve
Sophisti -Kates
Sophisti -Kates
Rugby boys
Park Boys
Family Drinkers
Drinkers
Non-drinkers
Mainstream Experimentation
PSHE believers
Star Junior
Denials
Alcoholics child
Alcoholics child
Religious/cultural
Religious/cultural
Alcohol -ve
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Umbrella Group Conscious non-drinkers
A Youth Culture in Crisis
Alcohol ve
Sophisti -Kates
Rugby boys
Park Boys
Family Drinkers
Drinkers
Non-drinkers
Mainstream Experimentation
PSHE believers
Star Junior
Denials
Alcoholics child
Religious/cultural
Alcohol -ve
21
My dad died from alcoholyes, I used to
drink...when I first started drinking I was
drinking way too much. Be like literally the
whole bottle of vodka in one night...as much as I
could but Ive stopped now mainly because I dont
have money but if I did have money Id probably
be drinking just as much... ...hasnt really
changed how I think because I always knew I was
going to drink... Boys, 18, ABC1, London
Umbrella Trigger Drinkers
Alcohol ve
Sophisti -Kates
Rugby boys
Park Boys
Family Drinkers
Drinkers
Non-drinkers
Mainstream Experimentation
PSHE believers
Star Junior
Denials
Alcoholics child
Religious/cultural
Alcohol -ve
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The Youth Audience Early Alcohol Identity
A Youth Culture in Crisis
Drinkers
Passive Drinkers
All Older Youth From 15 onwards At parties and in
park Offering to share and to buy for
youngers Allowing youngers to drink to
excess Drinking to excess themselves and
including youngers in the conversation YP -
initiated into alcohol
Religious Belief Muslim, Hindu, Sikh In
community No alcohol access and no alcohol
modelling Separate from mainstream
experimentation Currently not influencing debate
because own convictions already separate YP -
un-influenced
Main Shop Across SEG Parental shopping includes
alcohol as a weekly matter of course High levels
of access and early opportunity to
experiment Continental Model but also stealing
mixes YP very early facilitation
Star Junior Early-goal orientated And goal
excludes alcohol impact or drinking events Strong
parental commitment and involvement Timetable
organised and full Alcohol avoidance dependent on
goal-seeking behaviour YP not me
Beckham Junior
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The Youth Audience Early Alcohol Dependence
A Youth Culture in Crisis
Drinkers
Passive Drinkers
Sophisti-Kates Females and males from 14 and 15
onwards Mid to higher SEGs Continental Model
strongly influencing In home and out of home
consumption Mini-disasters comedic Money and
events provided YP alcohol as glamour
Alcoholics Child/Denials Alcohol avoided as
subject No education or modelling of controlled
drinking Self-identity formed as alcohol
excluding YP uninformed and open to
rebellion/anger triggers
Beckham Junior
Park Life Low SEG from 12, 13, 14 Alcohol in
home parents drinking to excess WKD, Breezer,
Cider, Stella Olders purchasing for outdoor
drinking School exclusion and smoking Dependent
on peer group YP peer-parented
Rugby Boys Event-led, high volume model Connected
with social approval and high positive emotional
state All encouraged to go beyond personal
limit Self-identity not centred on alcohol, so
concerns low YP pushed to join in
Beckham Junior
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The Youth Audience Early Alcohol Drinking
A Youth Culture in Crisis
Drinkers
Passive Drinkers
Mainstream Experimentation Females and males from
14 and 15 onwards Across the SEGs All parental
models esp. Continental Model and Find Your Own
Way (I did) Seen as normal teen behaviour. Few
concerns YP alcohol as non-drug
PHSE Believers Alcohol avoided as subject No
education or modelling of controlled
drinking Self-identity formed as alcohol
excluding But seeing evidence of alcohol as
non-drug norms undermining PHSE belief and
leaving open goal YP Teachers/schools not
reliable
Beckham Junior
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A Youth Culture in Crisis
She was out cold on the bench again she is most
nights we go out. She got home alright shell
be moaning today though YP, female, 15, London
I know a guy whose daughter is an alcoholic. He
gave her 10 for a joint of meat for Sunday lunch
and she spent it on vodka Parent, South
One time another friend mixed alcohol and she
ended up just collapsed on floor (at friends
house), she was unconscious on the floor. Her dad
came and took her away YP, female, 16, North
London
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So what, us?

• Underage drinking is a recognised issue (not a
  spontaneously reported problem)
• Respondents see visible evidence of harm arising
  from underage drinking social nuisance,
  accidents
• And media reports of a UK binge-drinking youth
• HOWEVER
• Social and practical problems arising from the
  issue are other peoples ? not me/us/mine
• Responsibility for issue also other people ?
  not me/us/mine
• Personal defence is easy and natural
• a) For adults in a parenting mindset
• Core reasons from elsewhere believed to underpin
  the issue, e.g.
• youth culture in crisis
• legal/sales framework which facilitates drinking,
  role modelling by celebrity culture, etc
• Latent acknowledgement that alcohol is a drug
  which needs to be controlled/managed
• leads to under-claiming, careful rationalisation
  and denial about own beliefs and behaviour
• b) For all

Reasons to connect personally and to consider
consciously are currently missing.
27
So if you help me I can sort of see

• Understanding the bigger picture can motivate
  interest ? in terms of long term effects/outcomes
  
• More interesting for PCs, low interest for many,
  but not all, YPs
• But the territory is SO difficult to get an
  aerial view of or to navigate, that it is hard
  for even the most motivated to engage for long
  and with focus
• It is of primary importance, therefore, to offer
  a simple reason for respondents to try (hard) to
  reconsider and be open to new information about
  risk
• This could come from Government or from another
  high status and serious source (independent
  Health Watchdog/NHS/Cross-organisation Review
  Body?)
• Either way, and critically, there is no current
  perception of a Government standpoint on the
  subject or any considered strategy to deal with
  the substance and its impact (in fact, there is
  evidence to suggest that the Government is not
  taking a stand to manage the issue of alcohol in
  society)

Without a Government voice sponsoring the
message, any invitation to reconsider behaviour
is likely to be lost - whats the point?, can
it be true? and current habits/momentum likely
to be retained.
28
So embedded in National Psyche (1)
I go out for a pint every night to make sure I am
not the last person on earth Stakeholder, South

• Historical consumption is firmly embedded in the
  national psyche
• This is not a new substance or phenomenon
• We are a nation where alcohol has always had a
  place from the top of the hierarchy downwards
• There are a wide variety of positions and
  socially acceptable standpoints from which to
  defend and maintain its continued use
  (traditional and historic)
• Supportive discourses range from HEALTH a glass
  of wine is good for you, to SOCIAL Its good
  for me to get out and meet people, to
  PSYCHOLOGICAL a drink helps you to unwind and
  to deal with stress evidence against all those
  discourses is not readily available or understood
• Alcohol education is gathered by osmosis
• Information is all around from multiple sources
  and time periods
• From variety of vested interest and objective
  informers
• Messages come from brands, pubs, people, walking
  down the street, television, all around
• Large amounts of finance seen to be pumped in
  which maintain the marketplace alcohol
  manufacturers and advertisers, St Patricks Day,
  comedy drinking stuff, drinking accessories, wine
  stoppers, birthday cards, stag events, etc, etc

29
So embedded in National Psyche (2)

• Exercising choice around drinking (yes or no) is
  not on the radar, choice is about which brands
  you drink alcohol is a given
• extent of historical embedding means alcohol is
  not questioned spontaneously (by the overwhelming
  majority of the audience)
• The alcohol bond goes across ages, stages, gender
  and social class
• There is a tipple to suit everyone brand and
  product proliferation working hard to ensure that
  every personality facet, mood and situation is
  provided for alcohol is inescapable
• Legitimising language encourages lack of interest
  in portion control
• mainstream alcohol story-lines and settings
  (advertising and drama)
• Public (pub) consumption not strongly monitored
  assume no need (!) to control mere social
  drinking in-home alcohol does not come with
  measures
• firm ground on which to stand and view the
  alcohol territory is scarce (and presumed to be
  occupied by moralists) alcohol is included in
  event

High level of comfort and familiarity, and
underlying recognition that availability and
variety have changed (global marketplace, venue
differentiation, brands, etc). These are embraced
by consumers, but there is latent, low-conscious
concern for some as whether all is under control.
30
3. Interventions?
31
If becoming a problem, then (I suppose)
interventions are necessary

• Alcohol rejection is very far away from cultural
  norms
• In helping the audiences to reframe alcohol
  management knowledge and goals and encourage
  consumption (habit) at a level which is
  biologically safe, five specific themes arise
• POWER OF the DRUG - Harness the latent awareness
  of alcohol as drug (increase sense of modern
  unmanageability)
• ALL-COHOLIC- Anyone can be vulnerable to the
  effects of alcohol
• MEASURE Inform people clearly what their limit
  really is
• PUNITIVE Make consequences of unsafe alcohol
  consumption higher
• ASPIRE Recalibrate the cultural benchmark for
  successful alcohol management

Artworks aimed at raising these options were
created with greater and lesser success for
audiences.
32
Interventions POWERFUL DRUG

• As part of alcohol being reframed as a powerful
  drug, a modern and legitimate Government stance
  needs to be established
• Legislative change in licensing lacks an overt
  drug management explanation 24-hour alcohol
  access is believed to be the best way to
  discourage binge drinking and alcoholism
• This is a hard sell since it is seen to be
  disproving itself as a mechanism

• However, it can be aligned with an attempt to
  follow a Continental model which many parents
  strongly buy into
• An understanding of the aim and objective which
  was intended is (we would suggest) necessary in
  order to regain trust in a Government which cares
  and which is trying to help manage the problem
• (most suspicious believe 24 hour access an
  attempt to raise revenue through increased
  alcohol sales)

33
Interventions POWERFUL DRUG
Stop all happy hours and deals 3 bottles for a
tenner Nurse, Midlands
I think they should be spoken to about it the way
people speak about drugs. They should mention
alcohol, not the same sort of level but warning
them Mum, C2, London

• Interventions aimed at controlling and monitoring
  consumption (from multiple sources) then have a
  supported place at the debating table
• suggestions for alcohol stamps on hands at
  clubs/pubs
• suggestions to raise buying age to 21 at least
• suggestions to reduce deals and booze pushing
  make sense
• suggestions for scale or traffic lights to
  classify as A B or C grade

• The question is to consider whether we want or
  are able to position alcohol as a drug
• it is doubtful whether this will be believable
  for majority
• FRANKs message is extremely even-handed and is
  in danger of seeming diluted if it begins to
  encompass non-drugs such as alcohol
• perception of other drugs also potentially
  diluted in xxxxxx presented on xxxxxx scale
• other drugs have much more worrying effects for
  parents and they want the ability to trade-off
  booze permissions against cannabis or worse
• what are the legitimacy implications of allowing
  drugs to be licensed and to be sold in
  supermarkets?

• There is no doubt that alcohol is a
  self-medicating substance
• it is likely that its place is secure in British
  culture
• how is it managed, what does the right way look
  and feel like how and why to avoid excessive use
  or overdose?
• these are topics for education to parents, young
  people, drinkers and non-drinkers to support
  campaign messaging?

34
Interventions ALL-COHOLIC
Needs to be the scaremongering Stakeholder,
Midlands
Loss of physical attractiveness. That they dont
care, getting in trouble with the parents.
Getting mugged or raped they dont think will
happen to them. Getting pregnant and STIs they
dont care either Mum, C1, London

• YPs cannot see the harm for themselves
• drinking switches off cognitive capacity
• hard facts and stats are not easy to come by
• current levels of consumption have not yet
  returned a mass-population effect that might
  deter
• parents and YPs do not want to discuss the
  potential for alcoholism not me/not us no
  personal and objective advice on the signs

• Process of gradual damage not visible
• liver inside increased tolerance seen as
  improvement in strength
• brain perceived to be only temporarily affected
  ends with end of hangover
• pickling effects of alcohol similar to
  methantethamines impact on addicts

However, some recognition of potential personal
long term low which can be harnessed if delivered
with enough conviction, e.g. Road Safety campaign.
35
Interventions ALL-COHOLIC
Becoming violent would be quite a big issue for
me Boys, 18, ABC1, London

• Suggestions for longer-term dependents profile
• at current levels of consumption
• including brain and liver aging
• shock and highly visual imagery (Honey Were
  Killing the Kids)
• complexity of message and personal regrets of
  alcoholics passive drinkers observing them
  (SMOKING KILLS campaign)
• Suggestions for alcohol line
• YPS to access information and advice
• PCs to access information and advice
• online presence and consumption quiz related to
  building of cellular-level dependency outcomes
  (rather than are you an alcoholic now?)

...the ones that people will listen to are things
of like loss of physical attractivenessIve had
a lot of personal issues that links with like
mental health but then people see that as a
rarity Boys, 18, ABC1, London
Needs to be linked with upward trajectory.
36
Interventions MEASURE

• As has been seen, there is interest in on-pack
  information being more present
• how many units is this drink?
• how many cans/bottles of it can I have in one
  night?
• how many cans/bottles of it can I have in one
  week?
• Very low level knowledge about personal limits
  for adults
• know that being male or female makes a difference
• not certain if thats because of size or weight
  or what?
• no awareness of limits for YPs
• again, size of YP must also make a difference,
  mustnt it? (but not considered spontaneously)

• Because alcohol is bought in public, the social
  opprobrium around over-buying will have some
  impact here even for the at-home drinkers
• Suggestions for enforcement of the limits are few
• on-hand indelible stamps
• beer tickets and tokens
• taking alcohol off people who have drunk too many
• Wider information and alcohol measurement is of
  interest
• others tell me if I am over the limit disposable
  and personal breathalysers are a good idea
• strategies for acceptable DRINK SPACING useful
  esp. for the 17-25 audience who need to socialise
  (and thus want to retain some level of control)
• Booze Pushing Tricks (buying in rounds, buying
  whole bottles, happy hour, alcopops) need to be
  addressed

37
Interventions PUNITIVE (1)

• Strategies for accessing alcohol under-age are
  very well-known
• In-home
• Stealing from parents/others
• Being bought alcohol as a treat or as a Christmas
  gift
• Spending pocket money and dinner money on booze
• Staying over-night at friends houses
• In shop
• Targeting known sellers
• Flirting with shopkeepers (girls pulling tops
  lower to reveal cleavage)
• Buying in shops when no-one else is in there
  (more likely to say yes)
• Buying booze that is closest to shopkeepers hand
  (reduced time-to-bag)
• Palming ID card to shop cameras (using Oyster
  card or other as substitute)
• Getting adult strangers to buy (keep the change!)
• In venues
• Fake IDs bought online (for ten pounds)
• Flirting with older men to get them to buy the
  drinks

38
Interventions PUNITIVE (2)

• Suggestions for intervention mainly address the
  In-shop access.
• prosecutions for selling
• one ID card for under 21s that can log details of
  when and where used
• only selling alcohol by card and checking
  signature
• stickers on the bottles that can be traced
• plea-bargaining for YPs (to nominate the shops
  who sold) was suggested by a minority
• In-home supply and facilitation by older adults
  is not addressed.
• however, the legal or recommended drinking age is
  ???? - clarity around this issue would enable
  those who are wavering to stand on firmer ground
• re-categorising those that supply alcohol to
  under 18s as booze pushers would also help
  dilute the practice for those on the edge
• it was suggested though not massively taken up
  that parents should be more responsible in law
  for young people. This addresses only part of the
  issue (the visible harm picture)
• In-venue supply (bought by or for young people)
  needs to be cut off
• age limit raised to 21 was seriously suggested
• as were youth clubs with no booze rules
• and Yoof clubs where low booze limits were
  set
• issues of ID were again covered

39
Interventions ASPIRE (1)

• While not the favourite of the sample, prevalence
  of strategies for personal dissociation and
  defence indicate the lines for alcohol and
  drinking do need to be redrawn
• early, in and out of home and with a life frame
  of reference
• An essential part of this is in the role that
  parents adopt for the YPs in relation to alcohol
• e.g. Shifting away from best friend tactics, or
  being liberal long-suffering chauffeurs!

• Part will lie in redefining the national drinking
  psyche and starting to create a stronger UK model
  for alcohol
• we are not on the Continent (that is a holiday
  mentality for the middle classes)
• we do not have an agricultural weekly timetable
  (we work Monday to Friday as a rule and we work
  very long hours). The French leisurely lunchtime
  bottles become our Friday night binge drinking
  all compressed into one evening
• our youngsters are not parented in
  multi-generational, sunny, café culture we
  socialise indoors in pubs, clubs and around
  alcohol
• our youngsters do not drink wine and beer for
  life alcopops and spirits are introduced very
  early
• the myth that there are no alcoholics on the
  Continent needs to be firmly and completely
  busted for the UK parenting audience
• we are more similar to the Scandinavians
  (alcoholism figures are high) - there is a problem

40
Interventions ASPIRE (2)

• Suggestions to take action to redress the
  prominence of alcohol in UK Youth Culture also
  needs to be redressed
• Natural High, Skaterboi, T-kids and Straight-Edge
  identity potential
• vouchers for other events and activities
  (bowling, skating, cinema cheaper entry-level
  and more social/passive not necessarily sports)
• need for role models with different set of
  behaviours (does not make good news for many, but
  helps legitimise behaviour or those who are
  wavering and the minority(?) who are committed to
  a non or low drinking path

I think if it came back in and a movement as big
as it was then... Boys, 18, ABC1, London
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