Alcohol Awareness Week
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Why have an Alcohol Awareness Week?
In Germany too much alcohol is consumed6 million people in Germany between the ages of 18 and 69 have a problem with alcohol consumption1.7 million people are harmed by alcohol consumption1.7 million people are addicted to alcohol74,000 people die every year due to alcoholconsumptionEvery year 20,000 children are born with disabilities dueto alcohol misuse during the pregancy
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Aim - raising public awareness about the harm caused by alcohol
To raise awareness of alcoholconsumption related problemsTo promote sensitive and responsiblehandling of alcoholic drinksTo reduce alcohol intakeTo overcome the stigmatisation of peoplewith alcohol related problemsTo increase the target audience and rangeTo turn the awareness week into a national event
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Generally explain more about the dangersinvolved
Increase the tax on alcohol
Ban the advertising of alcohol
A campaign against alcohol with youngpeople
Impose a zero-tolerance approach on theroad
Attach a warning to bottlescontaining alcohol similar to that on
cigarette packets
Ban alcohol consumption in public places
87%
84%
75%
65%
49%
47%
59%
0% 20% 40% 60% 80% 100%
EMNID-Survey 2007: several possibilities of how to reduce alcohol consumption among youngpeople have been discussed. Here are a few of them. Which of these measures do youconsider to be successful?
Acceptance
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To appear at unusual places under the theme of We‘re going out
This means confronting people with the subject of alcohol in unexpected places, for example
in department storeson playing fieldsin market placesin theatres and cabaretsin art galleriesin churchesin town hallsin restaurantsin companiesin universities and high schools
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Organisation
Implementation at Federal State levelwith their own steering committees
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Federal Centre for Health Education (BZgA)Federal State Drug Commissioner‘s Office
German Centre for Addiction Issues (DHS)
Central Medical Association - BundesärztekammerMunicipal Organisations - Kommunale Spitzenverbände
Association for Education and Health PromotionGerman Pension Alliance – Rentenversicherung BundRegional Drug Commissioners
Professionals for Education issuesState Health Insurance
Regional Offices for Addiction Issues - Landesstellen
Care System for addicted People - SuchtkrankenhilfeSystem of Self-Help Associations - Suchtselbsthilfe
Steering committee
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Partner
Federal Union of German Associations of PharmacistsECE–Holding HamburgState Pension and Health Insurance(non-alcoholic) Industrie Other …
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Working planes
National level Central planningCentral public relationsInternet presenceContact switchboardProduction of reading material
Regional states Launch eventsContact switchboardRegional public relations
Municipal level(City, social systems, Communities)
Local working communities
Strategic recommendations: Focus on events with a large number of participantsprepare long-term press
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Module
2007Get the campaign going
2009Demand material distribution
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Modules
2007Self-help only
2009 Working group
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Modules
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Alcohol-free Sports Weekend
Patron: The President of the German Olympic Sportsteam(DOSB) Dr. Thomas Bach
Participating:BZgADOSBNational Sports AssociationSports clubs
Dates: 13 and 14 June 200920 and 21 June 2009
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Material
Campaign newsletterPostersProgrammeSports campaign packageBZgA information pack DHS information pack
Test yourselfZ CardsTable setsPrinted artworkCampaign newsletterInternet
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New
Cooperation with well-known peopleJoint order form for the complete information
packtailored campaign package for sale(with stamp on account)
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Public Relations
Support for organisers and regional partnersArticle service (in Internet)Radio and TV contacts
placement in national brodcasting
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www.aktionswoche-alkohol.de
General information for the Alcohol Awareness Week
For participentsEnrolmentUseful adviceDownload area
For visitorsWhere and when are the events taking placeDownload area
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Events in ECE shopping centres
in Germany
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Approach2007 three ECE shopping centres –
Hamburg, Berlin und Munich
2009 13 Federal states28 shopping centres in 24 cities altogether
Vantage Concentrate many events in one place with a high visitorfrequency on busy shopping days during the weekAreas will be made available cost freetables, chairs, partitions, counters, technical equipmentfor the stage, for example, will be provided at the venueAn inhouse technician will be on locationParticipation with some stores is possibleCost per centre for ECE approx. 10,000 Euro Sponsoring approx. 300,000 Euro altogether
No events to be held at competitors‘ locations e.g. KarstadtOfficial opening with representatives from the community and the mediaAttraktive programme with interactive games for the whole family
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Federal State participants
Baden-WürttembergBavariaBerlin BrandenburgHamburg HesseMecklenburg-Western PommeraniaLower SaxonyNorth Rhine-WestphaliaSaxonySaxony-AnhaltSchleswig-HolsteinThuringia
No participants from Bremen, Saarland and Rhineland-Palatinate have beenregistered from the central office in Hamburg.
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Useful advice
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With support from the Drug Commissioner
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Zeitungen
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This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.
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