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MEDIA ADVOCACY AND POLICIES Controls on alcohol advertising have been found to have an effect on attitudes toward alcohol and intentions to use alcohol. More efforts need to be made to develop wntten media policies that control the acceptance of advertising dollars from the alcohol industry in Hawaii Media campaigns have been found to be very important components of enforcement efforts, greatly magnif}nng their effectiveness. Counter-advertising may be effective in reducing use of alcohol. These types of media advocacy and policies wtll prevent teens from being exposed to verbal messages that encourage the consumption of alcohol. MEDIA ADVOCACY AND POLICY -GOAL Increase media coverage of the harmful consequences associated with underage alcohol consumption and build on positive community responses related to the issue. OBJECTIVE #1 lacrease the number of media campaigns related to alcohol rue to reach larger audiences. OBJECTIVE #2 Be instrumental in developing new policies and strengthen laws related to underage dnrtkmg in ~Iawaii. ACTIVITIES I. Encourage•the media (radio, newspaper, television) to commit to responsible ainng of alcohol related commercials. 2. Develop guidelines or a set of ethics for alcohol advertising. 3. Persuade legislators to pass laws to discourage the advemsmg of alcohol m public azeas and facilities. 4. Coordinate efforts between enforcement and media to provide regular awazeness messages to the public. 5. Make available public sernce announcements [PSA's) to raise awazeness on the peaalaes for selling or supplying alcohol to minors. 6. Develop "counter-advertising" to combat liquor industry advemsemcats. 7 Pass laws demanding more significant penalties for manufacttirmg and selling fake ID's. 8. Educate legislators and fudges about the need for strong taws and penalties for underage drinking.