C
ontrol states regulate alcohol licensing and
enforce a wide range of policies, but perhaps
their top priority is serving the public. Social
responsibility issues make up a large portion of
every state's overall initiatives. But how do control states
go about getting their messages across, and how do
they ensure that they do so effectively?
Looking at several states across the
country, StateWays noticed several trends.
Some states are implementing comprehensive
long-term action plans in an effort to reduce
and potentially eliminate underage drinking.
Young people continue to be the focus of
many responsible drinking campaigns, while
parents are the primary audience of others.
Additionally, many states have proven successful when
partnering with external community groups in order to
widen their audience and maximize available resources.
EMPOWERING YOUTH TO TAKE ACTION
A
number of states are stressing the importance
of focusing on the college-aged population
and responsible drinking initiatives during the
upcoming year. Through interactive programming
and empowering young people to instigate change in
their own communities, control states are successfully
coordinating student ambassadors to broadcast their
social responsibility messages.
Several agencies have assisted in the creation of
conferences designed to raise awareness about social
SOCIAL
RESPONSIBILITY
IN THE CONTROL
STATES
StateWays Q www.stateways.com Q March/April 2014 28
THROUGHOUT THE CONTROL STATES,
CREATING INNOVATIVE BEVERAGE
ALCOHOL RESPONSIBILITY CAMPAIGNS
IS A KEY PART OF SERVING THE PUBLIC.
BY MELISSA NIKSIC
The Virginia Department of Alcoholic Beverage
Control has several ongoing responsible
drinking initiatives. One of them, termed Project
Sticker Shock, uses red Stop sign stickers
to remind buyers that it is illegal to provide
alcohol to minors. Above, volunteers in Virginia
attaching Project Sticker Shock Stop decals to
beverage alcohol products.
e
ers