ARA

Education

• Education is a tool that is frequently and effectively used to address dietary and lifestyle concerns to promote public health around the world. Alcohol education can be highly effective in helping influence attitudes and behaviors about drinking. Although certain researchers have suggested that, compared to other alcohol policy initiatives, education is less effective, this position is plainly contradicted by the scientific evidence about a wide range of educational programs.1 2
  
  Alcohol producers believe that people generally make responsible choices about drinking when they are fully informed of the potential risks and benefits associated with different patterns of alcohol consumption. Accordingly, we strongly support alcohol education programs, regardless of whether they are programs that we sponsor. 
  
  
• Alcohol education has three goals that may work in synergy, but also may be independent aims in their own right: (1) providing information, (2) raising awareness, and (3) promoting responsible behaviors.
  
  Programs may be designed to achieve any or all of these goals. Alcohol education should enable people to make informed choices about drinking or not drinking, through increased awareness and knowledge, about alcohol consumption in general and drinking patterns that will and will not pose risks of harm.3 4 Alcohol education includes information about the health effects of alcohol consumption, underage drinking, and alcohol abuse.5
  
  
• Successful alcohol education clearly depends on a comprehensive approach and is a fundamental adjunct to other policy and prevention efforts.6 7 Alcohol education should be developed and implemented in the context of societal trends and cultural norms.8 9 As demonstrated by public programs in all areas of human health, multifaceted approaches undoubtedly can contribute to healthier lifestyles and responsible decisions about drinking or not drinking.10 Public Education
  
  
• Broad-based education initiatives can effectively target the public at large or an identified segment of it. Many such programs are implemented by public health agencies, government bodies, non-governmental organizations, industry and others, and generally include information about drinking or avoiding particular harmful patterns of consumption. Public Service Announcements (PSA’s) are one such program that is used by both governments and industry to promote responsible behavior, such as “designated driver” programsand respect for the drink-drive laws. 
  
  
• Experts have emphasized that these efforts increase awareness on the issues surrounding irresponsible behavior and potential harm.11 12 13 In addition, some experts have pointed out that public education efforts have shown promising results with educating parents on ways to prevent underage drinking by their children.14 Many experts have urged that these public education efforts should be used more broadly.15
  
  
• Another population-level education tool is labeling that includes information or health warnings, which a number of governments require by law.16 The labels may be placed on beverage alcohol packaging and advertisements and may include the beverage’s alcohol content.17 18 19
  
  Other labels alert consumers to potential adverse effects of alcohol consumption on health, such as drinking during pregnancy, or drinking and driving or operating machinery. Although evidence from some countries suggests some limitations to the effectiveness of health warning labels, labels do seem to increase awareness, with more modest changes in behavior.20 Targeted Education Programs
  
  
• Population-level education about alcohol is only one facet of education in promoting public health. Education programs tailored to targeted audiences also are necessary to reach those who are at risk for alcohol-related harm, such as young people, pregnant women, and those at risk of alcohol abuse.21 These targeted approaches often are aimed at particular drinking patterns that can cause harm, such as binge drinking, intoxication, or driving while intoxicated. The goal is to prevent and discourage those risky behaviors through improved knowledge. Targeted education programs aimed at reducing youth drinking have shown particular promise.
  
  
• Governments, public policy and education groups, and industry have initiated a wide variety of alcohol education programs that raise young people’s awareness about alcohol issues and encourage responsible decisions about alcohol. These approaches can be implemented formally – such as through classes or programs at school –and informally, such as discussions initiated by family, peers and other influential social connections.
  
  
• School-based programs. School-based initiatives are intended to change adolescent expectations, beliefs, attitudes, and behaviors regarding alcohol. They also are intended to modify factors –such as general social skills and self-esteem –that are believed to impact adolescent drinking. Regardless of whether the programs recommend abstinence until reaching the legal drinking age or trying to reduce the risk of harm while acknowledging that a certain portion of the population drinks underage, these programs have had some successes.22 23 24 Each approach does, however, have its critics.25 But developing evidence from around the world demonstrates that certain school-based measures can be effective by raising awareness and changing behavior, at least in the short-term.26
  
  
• Life Skills Programs. The life skills approach teaches a range of skills that address decision-making, communication, and handling emotions in general.27 28 29 Such programs have been used successfully across the globe, including in Australia, Belgium, the United Kingdom, and the United States,30 and have been particularly effective in addressing excessive drinking by improving coping and refusal skills and by changing perceptions of harm and peer norms.31 Life skills programs even have proven effective for maintaining abstinence when used with young children.32 Such programs may be particularly useful in developing countries.
  
  
• Equipping Parents and Family Members. Early education programs that involve parents in their children’s behavioral and skill development also have proven effective.33 Such programs include as one element training for parents and family members regarding their impact on young people’s decision-making about alcohol.34 35 36
  
  Alcohol producers have produced a number of programs aimed at equipping parents with tools for discussing alcohol, its effects, and parental expectations with their children.37
  
  
• Social Norming Initiatives. Young people’s perceptions of their peers’ attitudes about alcohol are a primary influence on their behavior towards alcohol, both positive and negative.38
  
  "Social norming theory" is premised on the notion that young people overestimate the amount of their peers who drink and how much they drink, and may behave to fit the perceived norm. Social norming interventions thus attempt to change young people’s perceptions and behaviors regarding alcohol by educating them about the facts involving their peer group.39 40 41
  
  The social norms approach relies largely on intensive publicity campaigns on university campuses in an effort to correct existing misperceptions. These programs have demonstrated significant reductions in both the amount of alcohol consumed and the consequences associated with harmful alcohol consumption.42
  
  
• Creative Uses of Technology. Some creative attempts at combining formal and informal approaches through internet and computer-based programs also have been found to be effective, especially with young people.43 Recent articles report that such programs include assessment questions and provision of personalized drinking feedback or other information that is customized to each user. Further research on these programs is necessary, but they appear to have a number of advantages and successes.44 45 46
  
  
• Alcohol education works best where there is a multi-level, integrated approach to the issue. Thus, programs to reduce youth drinking need to involve schools, parents, peers and the wider community using a combined approach of information campaigns, life skills education, parent training, and peer leadership. Such an integrated approach can produce positive results on attitudes, knowledge, and behavior related to drinking.47 These multi-level, integrated approaches are not, however, a one-time inoculation against alcohol-related harm. To be truly effective in the long-term, they must be sustained.

 

POLICY CONSIDERATIONS

• It would be wrong to ignore alcohol education programs or dismiss them as ineffective. Informing the public of the risks and benefits of various behaviors has always been an important part of fighting threats to public health, from sexually-transmitted diseases, to obesity, to alcohol abuse. And early interventions to promote healthy choices can be cost-effective in both the longterm and the short-term.48
  
  
• Alcohol education achieves maximum effect where there is a sustained, multifaceted program targeting the various people who may influence the desired behavior. For example, it is not enough to inform young people of the risks of underage drinking and alcohol abuse. Family members, teachers, and peers also must be educated about the ways they can encourage youth to make responsible decisions about alcohol.
  
  
• The need for a multi-faceted approach highlights the need for cooperation among governments, non-governmental organizations, educational organizations, and alcohol producers. Each has valuable resources, creativity, and expertise to bring to bear on problem drinking, and through coordination they can better ensure that no facets are neglected.
  
  
• Alcohol education complements a “systems approach”that includes stricter law enforcement, legislation, prevention and certain targeted intervention measures. All of these components are important and need to be considered when applying educational approaches that will lead to successful outcomes.
  
  

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