Cinco de Mayo celebrates a battle in which an army of Mexican peasants defeated the highly trained invading French forces on May 5, 1862, in Puebla, Mexico. It is the story of the successful underdog and a way to honor a nation's heritage and culture. It is not, despite the best effort of the alcohol industry, a reason to get drunk.
Alcohol advertisements weeks leading up to Cinco de Mayo (May 5) are all similar with party images: limes, bottles of beer, fiesta hats, & beautiful young people ready for a good time. All of these ads are prompting consumers the age old question "Are You Ready for Cinco de Mayo?" This is all under the sole assumption that Cinco de Mayo is nothing but a time to get totally wasted. However, Marin community coalitions and groups like San Rafael Alcohol Compliance Team (SR ACT) know that the alcohol industry is targeting folks, usually youth, to use holidays as a reason to drink.
Reports by the Center on Alcohol Marketing and Youth (CAMY) document that young people in general, and young Latinos in particular, are exposed to more alcohol advertising than adults. CAMY found that, youths saw 21% more magazine advertising for alcohol than did adults. Hispanic youth were even more overexposed than other youth. Major alcohol companies spent $23.6 million on commercials that targeted 12 of the 15 TV programs most popular with Latino youth. The health impact of alcohol use on youth, and Latino youth in particular, is disturbing. CAMY cites studies that found that those who drink before age 15 are four times more likely to develop alcohol dependence than those who wait until age 21.
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The San Rafael Police Department is partnering with other Marin jurisdictions through the Avoid the Marin 13 program to enforce DUIs this Cinco de Mayo weekend. However, SR ACT wants to remind everyone that DUIs are being enforced all year, not just during holiday weekends that have become drinking celebrations.
Local coalitions and collectives are engaging local parents, law enforcement, schools, businesses, elected officials and others in efforts to reduce underage alcohol and drug use. Together we can change the culture of substance use in Marin County and help our youth and adults reach their full potential. For more information about how to get involved or to learn more about underage alcohol use, please visit the following:
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The Healthy Novato Project
The Mill Valley Healthy Living Community Coalition
The Novato Blue Ribbon Coalition for Youth
The San Rafael Alcohol and Drug Coalition
The San Rafael Alcohol Compliance Team
The Twin Cities Coalition for Healthy Youth
The Youth Leadership Institute
The West Marin Community Coalition
Learn more about the San Rafael Social Host Ordinance
English - http://www.scribd.com/doc/180037937/FINAL-ACT-palm-card-pdf
Spanish - http://www.scribd.com/doc/189075792/ACT-Palm-Card-en-Espanol-in-Spanish
You can learn more about what we are doing and how you can get involved by contacting Kristen Law at the Marin County Prevention Hub.
The San Rafael Alcohol Compliance Team (ACT) has been created through a partnership with the San Rafael Police Department and the Marin County Department of Health & Human Services to reduce underage and excessive drinking in youth ages 12 – 25.
