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City of Sydney Youth Alcohol Strategy
- Background
In Australia, alcohol use is socially acceptable and is considered as an intrinsic part of the Australian culture. Thus, young people are pressured and expected to drink alcohol to keep up with the norms. For most of the teenagers, alcohol is perceived as a critical part of their transition to adult life. However, over the years, alcohol misuse among young people of Australia has recorded exponential negative impact to their health and safety. In 2016, the New South Wales Police Force, in their website, named Alcohol as the major influence to the top causes of mortalities including unintentional injury, suicide and murder among Australian adolescents. In detail, the local government of City of Sydney, which is composed of 33 suburbs, has identified alcohol abuse among teenagers as a worrying and alarming issue in the community. This is supported by statistics presented by NSW Bureau of Crime Statistics and Research which recorded 930 assault cases involving teenagers in 2013 in the City of Sydney, particularly in pubs and hotels located in Oxford Street, George Street and other areas of Sydney Central Business District (CBD) (New South Wales Legislative Council, 2013). This paper aims to come up with a health promotion proposal to combat the detrimental effects of teenage alcohol drinking in the City of Sydney. Moreover, short and long-term objectives and sound strategies to be incorporated in the proposal will be thoroughly discussed. Also, a comprehensive implementation plan for the project will be presented highlighting the resources needed for the realisation of the project. An evaluation plan will also be presented to assess the success of the proposal in the future. Furthermore, a teaching plan, an evaluation strategy example, two campaign posters directed to young people and parents, and a directory poster will be included in the appendices section of this paper.
- Program Development and Planning
About the Program
There are myriad of reasons that prompted the creation of this health proposal. Firstly, while there are previously initiated federal and state programs focused on Youth Alcoholism in Australia, alcohol use among teenagers is still widely visible in the City of Sydney (New South Wales Legislative Council, 2013). Furthermore, teenagers practising harmful alcohol consumption are at high risk of detrimental health consequence such as cardiovascular disease and harmful effects on teenagers’ brain development (Williams, Mohsin, Weber, Jalaludin, & Crozier, 2010). Moreover, risky alcohol drinking among teenagers results in high rate of alcohol-related accidents, self-harm and acts of violence (Australian Drug Foundation, 2016). Therefore, a sound health promoting initiative should be employed specifically designed for the City of Sydney in order to mitigate the growing problem caused by teenage alcohol use. The programme will be titled as “City of Sydney Youth Alcohol Strategy” with a principal goal of reducing teenager alcohol drinking in the City of Sydney. Moreover, this program will specifically target the youth aged 12-24 years old residing in all suburbs under the local government of the City of Sydney and also the parents of young people aged 12-24 years old as the key partner for this initiative.
Key People and Sectors
According to Jolley (2014), in order to realise a successful health initiative, it requires a dedicated workforce that will implement the set goals and objectives. There are various people and key sectors that will be involved in the City of Sydney Youth Alcohol Strategy. Firstly, the City of Sydney Local Council will spearhead the said health promoting campaign. Secondly, the parents of 12-24 years old youth living in the City of Sydney will also have a fundamental role in this initiative. Finally, relevant partner sectors and organisations such as local high schools, NSW police force, NSW Department of Education and Training and other private organisations will be involved.
Timeline
One of the important features of a good plan is being a time-bound plan (Kaufman, 2012). The goals and objectives of City of Sydney Youth Alcohol Strategy will be implemented in a span of one year that could be extended depending on evaluation results and recommendations. The planning phase will run for a month (November, 2016). On the other hand, the implementation stage, will roll out in the remaining months of the timeline (December, 2016- December, 2017). Finally, an evaluation will be made utilising a sound evaluation strategy at the end of the project timeline.
Program Objectives
Gerber (2012) described planning as a collaborative effort among the implementers detailing the goals and objectives of the initiative to tackle a specific issue requiring change in the community. The following are the short and long-term objectives of the City of Sydney Youth Alcohol Strategy:
Long-term Objective
- Decrease alcohol-related injuries, incidence of self-harm and violence among the youth of City of Sydney.
- Achieve a City of Sydney free from teenagers consuming alcoholic drinks.
Strategy
To achieve the long-term objectives, all the short-term objectives should be achieved as it will contribute directly to the long-term vision of this health proposal.
Short-term Objectives
| OBJECTIVE |
STRATEGIES |
| 1) Raise awareness about the corresponding risks and fines in supplying alcoholic drinks to the youth in City of Sydney.
|
· Promotion of alcohol-free occasions and events in Sydney
· Encouragement of licensed premises of strict refusal of under-age sales
· Reinforcement of the Proof of Age Scheme
· Support of tougher penalties and sanctions for those who breach licensing terms and conditions
· Promotion of Sports and Recreational Clubs for the Youth |
| 2) Discourage the youth from drinking alcoholic drinks |
· Increase awareness of young people about the harmful effects to their health and safety· Alcohol awareness campaign through partnership to high schools in Sydney area.
· Community education campaign |
| 3) Increase knowledge and awareness of parents about alcohol-induced problems of young people |
· Workshops and Seminars helping parents develop skills and awareness in preventing or at least delaying the introduction of alcohol· Increase awareness of parents about the alcohol-related programs and services dedicated to young people.
· Information dissemination |
| 4) Boost and improve ongoing funds and support aiming for the success of Youth Alcohol Campaign initiatives |
· Advocating to state and federal governments the strengthening of the ongoing funding to support initiatives about youth alcoholism |
The implementation of the City of Sydney Youth Alcohol Strategy will focus on the four objectives mentioned to be realised with the use of key strategies and appropriate resources guided by a timeframe. Moreover, this section of the paper will discuss the action plan of the health promoting initiative as well as the people or organisations tasked to carry out respective actions.
An Action Plan will be adopted in this proposal which is defined as a plan that lists detailed strategies to successfully attain desired objectives while identifying the resources needed to achieve the said goal and timeline required (Concepts, 2013). The World Health Organization (2016) defined strategies as the approaches and means to be utilised in attaining objectives and goals of a health proposal. Moreover, the implementation of this health initiative will adopt the Harm Minimisation Approach which is a strategy specifically used in health promotion programs tackling alcohol and other drug issues, that aims to minimise and lessen the detrimental effects of the identified substance on individuals (Department of Health, 2014).
To achieve the identified objectives, there are sound strategies suggested in the action plan to be carried out. One of the strategies in this youth alcohol campaign is the utilisation of social media. Chandy (2014) argues that the use of social media to advocate a cause is an effective means of conveying a message to the youth since it is widely used in myriad of platforms reaching a vast audience. Another strategy to be used in this health initiative is the increasing of “no alcohol” signage prohibiting underage drinkers to licensed premises which is a highly effective approach to visually enforce the alcohol policies in public places (Queensland Government, 2016). It has also been proven that the promotion of sports and other recreational activities, which is advocated in this proposal, has a positive impact on healthy decisions of young people towards alcohol use, as these activities serve as diversional activities (Kwan, Bobko, Faulkner, Donnelly, & Cairney, 2014). Next, despite drawing myriad of criticisms because of its non-conventional approach, fear-based or scare campaign through posters and other relevant platforms are going to be utilised in this project, as it has been proven to have enormous success in numerous alcohol abuse and other substance use campaigns (Hutchins, 2015). Lastly, education campaign through workshops, seminars, symposiums and information drive will also be adopted in the action plan due to its proven success in conveying the message and lesson of previous campaigns in all sorts of health issues (Hutchins, 2015; Kwan et al., 2014).
………. Youth Alcohol Strategy – ACTION PLAN
| STRATEGY |
ACTION/RESOURCES |
PEOPLE/AGENCY INVOLVED |
TIMEFRAME |
| Objective 1: Raise awareness about the corresponding risks and fines in supplying alcoholic drinks to the youth inCity of Sydney. |
| · Promotion of alcohol-free occasions and events in Sydney
· Encourage licensed premises of strict refusal of under-age sales
· Reinforcement of the Proof of Age Scheme
· Support of tougher penalties and sanctions for those who breach licensing terms and conditions
· Promotion of Sports and Recreational Clubs for the Youth
|
Utilisation of social media (e.g. Facebook, Twitter, Instagram)
Media releases
Posting of “No Alcohol” signage to venues
Information dissemination of the possible penalties and risks of selling alcohol to young people
Increase visibility of signage about restriction of under-age alcohol consumption in the premises
Random checks and constant encouragement of the use of the scheme
Increase awareness of alcohol merchants about the possible penalties of selling alcohol drinks to under-age people through information campaign
Encourage existing sports and recreational clubs to join the initiative to encourage other youth to engage in more productive and healthy activities |
City of Sydney
City of Sydney
City of Sydney
NSW Police Force
City of Sydney
NSW Police
Media
Existing sports and recreational clubs in City of Sydney
City of Sydney
|
every event
On-going
December, 2016 – December, 2017
January, 2017 onwards
December, 2017 onwards |
| Objective 2: Discourage the youth from drinking alcoholic drinks. |
| · Increase awareness of young people about the harmful effects to their health and safety
· Alcohol awareness campaign through partnership to high schools in Sydney area.
· Community education campaign
|
Anti-alcohol advertisements (scare campaign) that highlights the adverse effects of alcohol to teenager health and safety (e.g. print advertisements, social media use, television and radio)
Hold symposiums, seminars and forums to high schools that will highlight alcohol abuse
Reinforce the knowledge and information by the teaching staff about alcohol use among teenagers and promote inclusion of the topic to their lessons
Workshops and seminars in each suburb about alcohol abuse among teenagers |
City of Sydney
Media
High School Administrators
City of Sydney
NSW Department of Education
City of Sydney
Local Councils |
February 2017 onwards
December 2016, to be done monthly
March, 2017
|
| Objective 3: Increase knowledge and awareness of parents about alcohol-induced problems of young people. |
| · Workshops and Seminars helping parents develop skills and awareness in preventing or at least delaying the introduction of alcohol
· Increase awareness of parents about the alcohol-related programs and services dedicated to young people.
· Information dissemination |
Organisation of workshops and seminars inviting parents who have teenagers in their family to equip them with knowledge and skills on how to deal with alcohol usage.
Make directory of services accessible through advertisements and home distributions
Use of posters, websites, newsletters and social media strategy |
Parents of teenagers
City of Sydney
Parents of teenagers
City of Sydney
Parents of teenagers
City of Sydney
|
Immediately
December, 2017 onwards
Immediately |
| Objective 4: Boost and improve ongoing funds and support aiming for the success of Youth Alcohol Campaign initiatives. |
| Advocating to state and federal governments the strengthening of the ongoing funding to support initiatives about youth alcoholism |
Make an appeal to the state and federal governments through legislative actions presenting facts and data about the worrying issue |
New South Wales GovernmentFederal Government
City of Sydney |
Immediately |
- Evaluation
Evaluation is one of the significant components of a program which aims to have a critical examination of the effectiveness of the program and whether the identified strategies and objectives were achieved (Department of Planning and Community Development, 2014). Flood (2009) added that the evaluation phase involves collecting data resulting from the interventions made to a particular community as a basis to identify the success of the program. This health proposal will adopt an Outcome Evaluation type of evaluation as it deals more with quantitative data. Outcome Evaluation is the measurement of how the target population and their situation changes after the application of identified interventions and strategies of the program initiated (Yates, 2013).
For the long-term goals, statistics from the State Government, alcohol and drug agencies, NSW Police and hospital reports will be utilised as a basis if alcohol-related injuries, incidence of self-harm and violence among the youth significantly decreased in the City of Sydney.
| OBJECTIVE |
EXPECTED OUTCOME |
MODES OF MEASUREMENT |
| 1. Raise awareness about the corresponding risks and fines in supplying alcoholic drinks to the youth in City of Sydney. |
Increased awareness of licensed premises and the target population about the risks and fines of supplying alcoholic drinks |
· Number of signage and other resources disseminated to alcohol premises
· Before and after photos of licensed premises with the promotional materials
· NSW Police Statistics
· Registration of young people in sports and recreational clubs
· Attendance of youth in alcohol-free occasions and events |
| 2. Discourage the youth from drinking alcoholic drinks. |
Decreased number of youth drinking alcoholic drinks |
· Photos of “scare campaign” posters (including the number of materials reproduced)· Lesson plan of high school teachers
· Health Teaching Plan
· Record of symposiums, workshops and seminars in high school
· Statistics from licensed premises |
| 3. Increase knowledge and awareness of parents about alcohol-induced problems of young people. |
Well-informed parents about handling teenagers in the family with issues regarding alcohol use |
· Number of directory dispensed and downloaded· Workshop and seminar attendance
· Community feedback (surveys)
· List of venues of workshops |
| 4. Boost and improve ongoing funds and support aiming for the success of Youth Alcohol Campaign initiatives.
|
Sufficient fund to implement Youth Alcohol campaigns |
· Budget Approval documents
· Number of active programs in the City of Sydney
|
Appendix A – Sample Health Teaching Plan for High School Students
| OBJECTIVE |
CONTENT |
METHODOLOGY |
EVALUATION |
| General Objective:
After one hour of lecture and discussion, the participating high school students will be able to gain knowledge and positive attitude towards responsible alcohol use.
Specific Objectives:
After one hour of lecture and discussion, the participating high school students will be able to:
1. Understand alcohol abuse among teenagers
2. Enumerate the harmful effects of Alcohol Abuse among teenagers to their health and safety
3. Identify regulations and laws that are relevant to alcohol abuse among teenagers
4. Recognise agencies and institutions offering services for the youth experiencing alcohol problems
|
Background of Alcohol abuse by teenagers in Australia
Young people are pressured and expected to drink alcohol to cope with the norms. For most of the teenagers, alcohol is perceived as a critical part of their transition to adult life. However, over the years, alcohol misuse among young people of Australia has recorded exponential negative impact to their health and safety.
· Stroke
· Cancer of the mouth
· Breast Cancer (women)
· Cardiovascular diseases
· Liver diseases and cancer
· Bowel cancer
· Alcohol-related injuries
· Vehicular accidents
· Self-harm
· Violence
Discuss applicable laws
· NSW Liquor Act 2007
· NSW Local Government Act 1993
· Alcohol Free Zones
· Other relevant Laws and regulations
Identify the institutions and discuss each services offered and their contact numbers
· Drug & Alcohol Multicultural Ethnic Centre
· Youth counselling
· Crisis Counselling
· Alcohol and Drug Information Service
· Parentline
· City of Sydney Local Council
|
Visual Aid
Informal discussion
Leaflet
PowerPoint presentation
Electronic Posters
Lecture
Statistics from relevant agencies
PowerPoint Presentation
Leaflet
Discussion
Distribute directory
Discussion
Leaflet
|
|
Appendix B – An Evaluation Form to be used in workshops and seminars targeting parents with teenagers in the family utilising a Likert Scale
Appendix C – …….. Youth Alcohol Strategy Health Campaign Poster for the Youth
Appendix D – …… Youth Alcohol Strategy Health Campaign Poster for Parents
Appendix E – ……. Youth Alcohol Strategy Online resource for Parents (directory of helpline)
REFERENCE LIST
Australian Drug Foundation. (2016). Statistics – Drug Prevention & Alcohol Facts – DrugInfo. Druginfo.adf.org.au. Retrieved 8 October 2016, from http://www.druginfo.adf.org.au/topics/quick-statistics
Chandy, R. (2014). Making Your Social Media Strategy Work. Business Strategy Review, 25(1), 77-77. http://dx.doi.org/10.1111/j.1467-8616.2014.01035.x
Concepts, L. (2013). Action plan definition. The glossary of education reform. Retrieved 16 October 2016, from http://edglossary.org/action-plan/
Department of Health. (2014). What is harm minimisation?. Health.gov.au. Retrieved 5 October 2016, from http://www.health.gov.au/internet/
publications/publishing.nsf/Content/drugtreat-pubs-front5-wk-toc~drugtreat-pubs-front5-wk-secb~drugtreat-pubs-front5-wk-secb-6~drugtreat-pubs-front5-wk-secb-6-1
Department of Planning and Community Development. (2014). Evaluation step by step guide. Retrieved 12 October 2016, from http://www.dhs.vic.gov
.au/__data/assets/pdf_file/0011/769943/Evaluation-Step-by-Step-Guide.pdf
Flood, B. (2009). Process evaluation. Oxha.org. Retrieved 11 October 2016, from http://www.oxha.org/cih_manual/index.php/process-evaluation
Gerber, L. (2012). Community health nursing: A partnership of care. Nursing, 42, 19. http://dx.doi.org/10.1097/01.nurse.0000408204.21279.8c
Hutchins, L. (2015). Lessons for alcohol campaigns from an unlikely source | Drink Tank. Drinktank.org.au. Retrieved 9 October 2016, from http://drinktank.org.au/2015/12/lessons-for-alcohol-campaigns-from-an-unlikely-sourceIInquiryReport/ReportAcrobat/5863/Final%20
Report%20-%20Strategies%20to%20reduce%20%20.pdf
Jolley, G. (2014). Evaluating complex community-based health promotion: Addressing the challenges. Evaluation And Program Planning, 45, 71-81. http://dx.doi.org/10.1016/j.evalprogplan.2014.03.006
Kaufman, C. (2012). Designing a nursing care plan for a lifetime. Nursing, 42(7), 54-60. http://dx.doi.org/10.1097/01.nurse.0000414628.00260.02
Kwan, M., Bobko, S., Faulkner, G., Donnelly, P., & Cairney, J. (2014). Sport participation and alcohol and illicit drug use in adolescents and young adults: A systematic review of longitudinal studies. Addictive Behaviors, 39(3), 497-506. http://dx.doi.org/10.1016/j.addbeh.2013.11.006
New South Wales Legislative Council. (2013). Strategies to reduce alcohol abuse among young people in New South Wales. Retrieved 5 October 2016, from https://www.parliament.nsw.gov.au/committees/DBAssets/
New South Wales Police Force. (2016). Young people & alcohol – NSW Police Online. Retrieved 1 October 2016, from http://www.police.
nsw.gov.au/community_issues/alcohol/supply_means_supply
Queensland Government. (2016). Business.qld.gov.au. Retrieved 8 October 2016, from https://www.business.qld.gov.au/industry/liquor-gaming/liquor/compliance-licensees/compliance-signage
techguidance/tools/manuals/who_field_handbook/6/en/index2.html
Williams, M., Mohsin, M., Weber, D., Jalaludin, B., & Crozier, J. (2010). Alcohol consumption and injury risk: A case-crossover study in Sydney, Australia. Drug and Alcohol Review, 30(4), 344-354. http://dx.doi.
org/10.1111/j.1465-3362.2010.00226.x
World Health Organization. (2016). Defining Objectives and preparing an Action Plan. Retrieved 10 October 2016, from http://www.who.int/hac/
Yates, C. (2013). Evidence-Based Practice: The Components, History, and Process. Counseling Outcome Research And Evaluation, 4(1), 41-54.
Yates, C. (2013). Evidence-Based Practice: The components, history, and process. Counseling Outcome Research And Evaluation, 4(1), 41-54. http://dx.doi.org/10.1177/2150137812472193
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