StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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decided to incorporate the ���be a good friend��� philosophy into the initial campaign advertisement. That angle is also being used for some of the more recent incarnations of the campaign, which are featured on the ControlTonight.com Web site. New scenarios include a group of friends pressuring an intoxicated person to drive, and a young intoxicated woman accidentally sending a message meant for her boyfriend to a large group of people, including her boss and coworkers. ���The idea is to feature scenarios that resonate with our target demographic, that show examples of bad decisions that have happened quite frequently and that can have very serious ramifications, both at the time they are made and also in the aftermath,��� Kriedeman explains. Video Advertisements ideo advertisements in general, whether aired as television spots or distributed solely online, have proven to be a popular and effective method of spreading responsible drinking messages, especially because social media makes it so easy to disseminate and share video content. The Oregon Liquor Control Commission (OLCC) recently produced an eight-minute video titled It���s Your Business, which was pushed out through various social media channels and listservs. ���This video was created to give the public, including our own employees and state legislators, a general idea of what the OLCC does, and to share our concerns about alcohol abuse,��� says Cass Skinner, Chair of the Board of the OLCC. Skinner reports that the video was well-received by various audiences. Not all responsible drinking campaigns are solely directed at members of the general public. Virginia���s Department of Alcoholic Beverage Control (ABC) recently implemented a large-scale enforcement program for alcohol licensees. The campaign featured prevention compliance posters displayed in store areas trafficked by customers to raise awareness and promote safety. Two ongoing compliance training programs, Managers Alcohol Responsibility Training (MART) and Responsible Selling and Serving: Virginia���s Program (RSVP), provide in-person training to individuals regarding serving and selling responsibilities, how to recognize fake I.D.s, etc. Automation is a current priority of the Virginia ABC, which is working to increase the availability of materials online such as videos and PDFs. The department is also hoping to implement an online component to the server training program by the end of the year. V Forming Effective Partnerships hile many states are spearheading their own responsible drinking initiatives, a number of them are also joining forces with external organizations in an effort to share resources and reach a larger number of people. The two words that stick out when describing Virginia ABC���s education programs are empowerment and collaboration. Many of the division���s various initiatives focus on encouraging people to take the lead on spreading alcohol awareness messages to members of their own communities. The state also recognizes the benefits and effectiveness of partnering with external organizations in an effort to accomplish as much as possible with limited resources. ���From a strategic perspective, we are focused on strengthening relationships and partnering with grassroots organizations combating W Examples of social responsibility display materials from the Virginia Department of Alcoholic Beverage Control. 32 StateWays I www.stateways.com I March/April 2013