More than ever, public health advocates need to speak out about adult responsible use of alcohol. Shifting national opinions about alcohol use have increased the opportunity to present new problem prevention and health promotion messages.

Drinking and driving has received much attention. The new .08 alcohol concentration initiative is redefining a legal level of intoxication closer to the point of impairment. The initiative is gaining national momentum. Links between alcohol abuse and community violence and domestic abuse are being carefully examined. Research continues to find evidence of young people drinking earlier and binge drinking continuing on college campuses.

The alcohol industry has developed meaningful advertisements to promote personal responsibility and discourage underage drinking. However, the industry's sometimes catchy slogans such as "Know When to Say When" all begin with the assumption that the viewer needs to consume alcohol in the first place.

Attempts to create specific alcohol use standards have been hampered by society's lack of agreement about norms regarding alcohol use and abuse. The FDA's 1996 Dietary Guidelines are countered by other governmental and professional announcements that confuse rather than clarify.

By providing local communities with information and resources, public health and prevention professionals and volunteers can begin to clearly and effectively reach out with easy-to-use guidelines for decisions about adult alcohol use.

[Same five messages appear here as stated in the Why Beacause It Matters? article.]

Excerpt from the Because It Matters campaign, 1998; intended for public health advocates.