The ARA’s mission is to reduce alcohol-related harm through combating the misuse and abuse of alcohol beverages and promoting only their responsible use.
Campaign Communicating Dangers of Alcohol Abuse in the Western Cape
Background of Campaign:
- White Paper on Liquor Bill: A Liquor Policy for the Western Cape (March 2005)
- Integrating issues associated with alcohol abuse & Association for Responsible Alcohol Use (ARA) Code of Business Practice into education & training for liquor licensees
- ARA Code of Business Practice “Minimise the abuse of alcohol beverages and to promote responsible attitudes towards the supply, sale, promotion and consumption of alcoholic beverages”
- Objectives of Licensee Training Programme(Source: White Paper Mar 2005)
- to empower license holders with knowledge of their legal and social obligationsso that expectations of compliance on their part are fair and reasonable
- to enlighten license holders of the responsibilities that business enterprises have to the societythat permits their existence, and to demonstrate that discharging those responsibilities is in their own interest
- Chapter 12: Addressing the negative consequences of the abuse of alcohol
- White Paper intended to become an Act of Western Cape Legislature
Objectives of Campaign:
COMSTRAT proposed prevention campaign intended to:
- Primary Objective:
To minimise the negative consequences associated with the abuse of alcohol, consistent with theLicensee Training Programme & White Paper on Liquor Bill - This can be achieved by creating an awareness of the dangers of alcohol abuse:
Amongst communitiesin the Western Cape province, specifically targeting those in immediate vicinity of vendors
Amongst vendors (including shebeens, taverners & retailers), specifically informing them about the importance of responsible trading practices, and the impact it can have on the community - Awareness of dangers of alcohol abuse & role of liquor licensees amongst communities in which they operate
- Community Policing’ –holding liquor retailers more accountable
- Consistent with iKapa Elihlumayo strategy of PGWC (Growing the Cape)
- Strengthens coordination between Provincial & Local spheres of government
Prepared for:
Provincial Government Western Cape (PGWC)
Department of Economic Development & Tourism Directorate: Liquor Regulation
& Industry Association for Responsible Alcohol Use (ARA)
Prepared by:
COMStrat (CommunicationStrategists)
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