Alcohol Awareness Month takes place every April and was developed to increase awareness and understanding of the causes and treatment of one of our nation’s top public health concerns: alcoholism.

While national figures show a decline in alcohol use among young people, alcohol remains the number one drug of choice for America’s youth, according to the Centers for Disease Control and Prevention. That’s why it is important to participate in Alcohol Awareness Month, observed annually throughout April.

Safe Schools aims to raise awareness among parents and caregivers while equipping the community with the knowledge needed to prevent substance abuse

Adolescence is a critical time for our youth as their brain is still developing - through the age of twenty-five.

Alcohol and drugs can interfere with the natural development of the brain.

Research indicates exposure to drugs of abuse in adolescence significantly increases youth vulnerability to drugs’ effects because of all the changes occurring in the brain (Nora D. Volkow, M.D., NIDA).

When children begin using alcohol or drugs before the age of fifteen, it increases their likelihood of alcohol or drug dependence into adulthood (NIDA).

Social media plays a significant role in shaping drinking behaviors, particularly among young audiences. Here are some key ways in which it persuades its followers:

• Advertising: Alcohol companies have largely shifted their advertising budgets from television and print media to social media platforms. Digital advertising now represents the largest portion of their budget as they aim to reach a younger demographic. These companies collaborate with marketing partners to create highly stylized posts and stories on Instagram and Facebook that appeal to young audiences.
• Influencers: Famous celebrities, musicians and athletes have a great deal of influence over their followers, especially young people who may idolize these figures. When they see their favorite actors or musicians showcasing a new drink or enjoying the alcohol-fuelled club scene, it portrays a powerful message. Popular social media influencers who have hundreds of thousands of TikTok or Instagram followers also regularly share videos of their alcohol-infused partying or creative new drink recipes.
• Contests: Some alcohol companies are going all out to attract more followers (and more revenue) via social media. They are coming up with some very creative giveaways and contests to draw followers into their brand. Some, such as Coors Brewing Company, have developed apps for customers to earn points after entering codes printed on the 12-packs, which they can trade for tickets to sports events.

This is a brand that have strong loyalty among the population that’s not supposed to drink. This is allowing alcohol producers to take advantage of the brand loyalty that Dunkin’ has built up among teenagers.

Binge drinking is defined as consuming 5 or more drinks on an occasion for men or 4 or more drinks on an occasion for women.

• Around 90% of underage drinking is binge drinking.
• Because most underage drinking is binge drinking, young people are more likely to experience alcohol poisoning.
• Youth don’t drink as often as adults do, but when they have access to alcohol, they usually drink more than an adult would.
• Binge drinking lowers inhibitions at a time when young people are already eager to take risks.

There’s no getting away from the fact that your children will see alcohol in the world around them. Even if you don’t drink yourself, they can see alcohol in shops, on social media, or on TV. In fact, research shows 10-15 year-olds are now more exposed to TV advertising for alcohol than their parents.

Make it a conversation rather than a lecture, and listen as much as you talk.

1. Show you disapprove of underage drinking and other drug misuse.

Over 80 percent of young people ages 10–18 say their parents are the leading influence on their decision whether to drink. Send a clear and strong message that you disapprove of underage drinking and misuse of other drugs.

2. Show you care about your child’s health, wellness, and success.

Young people are more likely to listen when they know you’re on their side. Reinforce why you don’t want your child to drink or use other drugs—because you want your child to be happy and safe. The conversation will go a lot better if you’re open and you show concern.

3. Show you’re a good source of information about alcohol and other drugs.

You want your child to make informed decisions about alcohol and other drugs with reliable information about their dangers. You don’t want your child to learn about alcohol and other drugs from unreliable sources. Establish yourself as a trustworthy source of information.

4. Show you’re paying attention and you’ll discourage risky behaviors.

Show you’re aware of what your child is up to, as young people are more likely to drink or use other drugs if they think no one will notice. Do this in a subtle way, without prying.

5. Build your child’s skills and strategies for avoiding underage drinking and drug use.

Even if you don’t think your child wants to drink or try other drugs, peer pressure is a powerful thing. Having a plan to avoid alcohol and drug use can help children make better choices. Talk with your child about what they would do if faced with a decision about alcohol and drugs, such as texting a code word to a family member or practicing how they’ll say “no thanks.”

While parent–child conversations about not drinking are essential, talking isn’t enough—you also need to take concrete action to help your child resist alcohol. Research strongly shows that active, supportive involvement by parents and guardians can help teens avoid underage drinking and prevent later alcohol misuse.

Monitor Alcohol Use in Your Home

If you keep alcohol in your home, keep track of the supply.

Talk to Your Kids and Monitor Social Media Use

Set clear expectations and guidelines, know what platforms they use, follow them on social media, use parental control tools, monitor privacy settings and encourage positive online behavior.

Connect with Other Parents

Getting to know other parents and guardians can help you stay more informed about your child’s activities. Maintaining friendly relationships makes it easier to contact the parent of a teen hosting a party to ensure that a responsible adult will be present and that alcohol will not be available.

Keep Track of Your Child’s Activities

Be aware of your teen’s plans and whereabouts. In general, children are more open to parental supervision when they feel it comes from a place of care rather than distrust.

Set a Good Example

Parents and guardians serve as important role models for their children—even as they approach their teenage years. Studies indicate that children of parents who drink alcohol are more likely to drink as well.

Help Your Child Build Healthy Friendships

If your child’s friends use alcohol, your child is more likely to drink too. Encouraging friendships with peers who do not drink and who have a positive influence can help guide your child toward healthier choices.

Encourage Healthy Alternatives to Alcohol

One reason kids drink is boredom. Encouraging your child to participate in supervised after-school and weekend activities that are both engaging and fun can provide a great alternative.

https://www.samhsa.gov/talk-they-hear-you

SAMHSA’s national substance use prevention campaign helps parents and caregivers, educators, and community members get informed, be prepared, and take action.

safeschools@durantisd.org 580-924-1276

The mission of the Safe and Drug-Free Schools program is to help ensure that children are mentally and physically ready to learn and have healthy and supportive families, and to promote a safe community by equipping individuals with skills, knowledge, standards, and resources to live healthy lives.