Parents? Are you your child's...Primary Influence? [Sept. 2003]

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produced by ImageMaster Productions, Inc. for the Children and Youth Coordinating Council ICYCC) that explains the critical role parents play i n influencing their children to avoid underaqe alcohol use.
~ r i A a r yInfluence exposes the devastating effects of underage drinking, showing how significant, tragic and costly the problem truly is t o Society. Most important, the film addresses why it is critical for young people t o postpone alcohol use.
"Families throughout the nation are struggling t o cope with the tragic results of underage drinking," said Governor Roy E. Barnes. 'Young lives are being destroyed leaving families and communitiis shattered forever.
"In Georgia, we are mobilizing our law enforcement community and enlisting the help of parents, teachers, and local community coalitions t o assure that we enforce underage drinking laws, and educate youth and parents alike about the serious dangem of underage drinking.
"Of everything we are doing, parents will play the most important role of ail in Georgia's battle against underage drinking, As Prhary fnfl~effceclearly points out, parents are the first and foremost influence in their children's lives. Parents are in the best position to positively impact the decisions made by their children."
Primary Influence introduces viewers t o Brian and Allison, two kids who made the mistake of drinking at an
- early age. The story they tell is dramatic and the message is
clear the attitude and conduct of parents will affect the
- decisions and choices of their children good or bad.
Primary Jnfbenceexplores some of the techniques and efforts of law enforcement t o decrease underage drinking in
- local communities. But the message from law enforcement is
also very clear enforcement without parental involvement will never be successful.
Primary Influence is about the time and love that is required t o give children the direction they need and desire. The goal of the video is to inspire dialogue, action and desire on behalf of parents t o become their child's primary influence.
Primary influence shows how and why time and attention are the responsibility of parents during the crucial preteen and teen years. If a parent takes the time and accepts the responsibifiiy of parenthood, the rewards are significant, the implications are enormous, and the results can cause momentous, positive change for society, Primary /nf/uence won three Television Emmys in 2001.

For kids, alcohol is 'still the one." Alcohol i s the most

widely used and abused drug among youth. It kills more teens than all other drugs combined, and is a factor in the three

leading causes of death among 15-24 year olds: accidents,

homicides, and suicides. Nearly four million young people suffer from alcohol
- dependency accounting for over one-fifth of all alcohol

dependent people. Alcohol can cause serious and potentially

life threatening problems for children and adolescents. It can

also be a precursor t o other drug use. The average age at which children begln t o drink is about
1 3 years OM. After having reached a low point in the early 1990s, the percentage of 8th. 10th and 12th graders who report having had a drink in the past 30 days, or who have been drunk in the past t w o weeks, has been rising steadily.

The latest release of the National Household Survey on

Drug Abuse shows that current illicit drug use reported by 1 2

t o 1 7 year olds declined slightly between 1997 and 1998, but

binge drinking rose by more than 10percent during the same

period.

* * trkuc ham 01tids pmw by c u m WM*I ~kw

b,remrt. AuSJm 19991

Parentst Face the Facts

J Research links alcohol use by youth t o a wide range

of negative consequences: impaired health, risky

sexual behavior, problems in school, and drinking and

driving. IFaca and Statiniw, L

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@ The primary reason kids drink i s t o get drunk. (Factsend

*Lfier, Leedersh@to Keep m~kltwAl bahd m)

@ Alcohol is the easiest drug for youth t o obtain.t~x~.~t

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3 Forty percent of youth who begin drinking before

the age o f 1 5 wilt become alcoholks at some point in

their lives. Fmn~d Statiatiu, ~.rkn&bom I*

fnrl

J Positive parenting methods, such as setting clear

expectations, consistent discipline, and parental

involvement with the child, can inhibit adolescent

alcohol use.mts and ~lOti&2

to KW ch~dnn~ k o h d ~ n r l

@ Alcohol use among adolescents has been associated

with considering, planning, and artampting suicide.t~w*
'I & S t 8 6 1 m k r m k r L ~ t o K . 4 t ~ ~ k o i V Recent advertising expenditures in the United States

for beer, wine, and liquor combined ($1 billion) totaled

more than 1 0 times the amount spent on milk ads

($70.5 millionl.re~aand sutww.

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purchase, attempt to purchase. or knowingly possess any
'aalcoholic beverage. It is unlawful for anyone to knowingFy or intentionally
act as an agent to purchase or acquire any alcoholic
beverage for or on behslf of a person under 27 years of age. It i s ut-tJawfu1for anyone under the age of 21 to misrep-
resent'ks or her identity Or use any false identification for the purpose of purchasing or obtaining alcohol.

PRODUCE0 BYz lrnageMaster Productions, Inc. Dan Johnson, President (Praducer) Judy Neal, lExeeutlve Producer)
PRODUCED t O k Chlldren and Yourh Coordinating Councll
& Alebama Office of the Governor Department of Children's Affalrs
CCOUClA rlNANQAL PARTNERS; State of Alabama
Governor's OfF~ceof Highway Safety (Georgia)

sell ar take orders for any alcoholic beverages.

KDUCATlONAL Y1DEO SERlESt Multiple Choice (Juvenile Crime Preventlon) Ultimate Choice {Teen Pregnency Prevention)
Driving Ambition (Teen Driving Laws) The Parenting Arlncrjlfe (Parenting)
Primary Inftuenee (Underage Drinking Enforcement) F ~ i aAl ddiction (Tobacco Prevention)
For information on Georgia's underage drinking InltlatIvs tontact Clarise Jackson-Hall. EUDL Coordinator, (404) 5086579 or clariseieckson-hall~cvcc.state.~l~,u~~

T'o oorder Primery Influence or any

CYCC educationd

products, please contact CYCC I4041 5056574. Vmlt CYCC"s web

&He a? www.cvec,stete&am M
*.www .~rima~nfIuence.com.
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Media Messaqes Affect Your Child's Perception of AfcohoE Use

The media's glamorous portreysl d alcohol encourages

many teens to believe rhat drinking will make.them popular,

attractive, happy, and cool. Research showa that teens who

expect such positive effects are more llkely to drlnk at early

ages. Howevet, you can hefp to combat these dangerous

myths by watchlng T V shows and movies wfth your child, then

discussing how alcohol ia portrayed In them. For example,

television advertisements for beer often show young people

having an uproariousfy good dm%, as though drinking dwayu

- puts people In a terrific mood. Watchlng such s commerctal
with your thlld can affect peopb in soma cases bringhg on

feelings OF sadness or anger rather than carefree high spirhs.

1. Agree on a guest list with your teen - and don't admft party
crashers. Invite only age appropriate teens whom you know. Consider totleering written invitations at the door. 2. Discuss ground rules before the party. and set start and end limes. 3. Ask relatives or other parents to sewe as security for tha party andlar hire security guards.
4. Require? all guesISt o enter and exh ~hroughthe front door, placingI security at other entry and sxh points.
5. Do not allow gulests to t~rtivewith any drink container. 6. Serve C.- ~r l- lIc- u , *I r.r# rurr I ~-*le-rlL~ u r i ~dlriin~ks Instead of punch. 7. Secure or remove any alcohalic beverages from p a w
location.
B. Be visible and available but don't jch the pafly.