NCJ Number
139362
Date Published
1991
Length
43 pages
Annotation
This handbook provides guidance for communities on how to limit or eliminate the use of billboards to advertise alcoholic beverages in their neighborhoods.
Abstract
The suggestions are based on the experience of a predominantly black community in which public drunkenness, street corner drug sales, and credit for "rot gut" liquor at corner grocery and liquor stores are standard. The first chapter provides information on billboard use to advertise alcoholic beverages as well as the impact and costs of such advertising. Also discussed are the relationship between alcoholism and advertising and the targeting of black populations for alcoholic beverage advertising. The second chapter focuses on the development of an action plan against alcoholic beverage billboard advertising. It consists of the identification of community resources (people, organizations, and political interests); an understanding of vested interests (law enforcement, other administrative agencies, interest groups, political parties, and communications media); the identification and overcoming of impediments; and a stepwise action plan that provides flexibility. The third chapter discusses the mobilization of resources; networking within the community; the initiation of the action plan; and the revision, remobilization, and maintenance of momentum. The concluding chapter addresses vested interest feedback, use of the media, community networking, and compliance assurance (publicity and city ordinance support). A list of 10 references and resources