Creating a Pro-Drug Environment

So, those of you who know me, know that I work in Prevention. I run Friday Night Live, a youth leadership club dedicated to preventing alcohol, tobacco and drugs and their related problems like teen pregnancy and violence. We work on projects that we call "environmental prevention." Essentially, EP projects challenge the cultural norms that drinking/drug use are necessary to having a good time, or somehow essential to our community and cultural celebrations. We have worked on projects aimed at using events like Cinco de Mayo as an excuse to drink. Many alcohol/tobacco companies co-opt these events, which originally have strong cultural meanings (like Cinco de Mayo) and make them the debauchery holidays. They pollute our community landscape, and give youth the impression that drinking/smoking are the only things to do in such situations.

Thus is the case with the Red Bluff Round Up. Our rodeo is a longstanding tradition of tough men and women competing in a tough sport (not my thing, but very popular nonetheless). Somehow, this sport has become synonymous with chewing tobacco and beer. So much so, that the scoreboard is sponsored by a smokeless tobacco company, one of the large sponsors is a beer company, and barriers and barrels, decorations, etc. are covered in these advertisements. Those in attendance cannot get away from the ads. We are essentially telling kids who like rodeo that you can't participate in this sport without these products, creating a community and social norm that it is the thing to use when you watch or compete in rodeo. And we wonder why kids use these substances?

The smokeless tobacco companies go a step further, and during major fairgrounds events like the Round Up, will erect these pop-up tents at nearby convenience stores to give away product coupons. Doesn't sound too bad, right? A coupon that, in order to receive it, you must show proof of age, a coupon which will save you a dollar on a product that you were going to buy anyway, right? Sure, except that the law prohibits the giving away of these products, or the giving of "coupons" for the full amount of the product. The coupons are required to be used one per purchase. But the company folks come in and tell the store owner "they can use multiple coupons for one can" or the like, so folks are getting free product. They also are required by law to post a licensed security guard at the tent to check ID, but rarely do so. They also have their product name emblazoned on their tent, so thousands of passersby get a view of their logo.

These companies also will tell store owners where to place their products for maximum sales, fully ignoring state laws in the process. In California, tobacco products are prohibited from being self service. They must be behind the counter and the clerk must get it for you. The companies will insist that they place them in prohibited locations, sometimes offering incentives to stores that give the product/product ads prime in-store real estate.

I just warn parents to talk to their kids about alcohol and tobacco, to refrain from using these things in front of their kids, and to counter the social norm that alcohol and tobacco use are okay.