Generation+whY+are+we+drinking+so+much?+We+obviously+don’t+know+our+limits

Name: Bridget Reddan Student number: n8305081 Tutor: Judith Meiklejohn

**ARTEFACT**  []

**PRESENT YOUR ARTEFACT** My artefact is a television ad, produced by the joint Department of Health and Home Office of the United Kingdom government. The //Know Your Limits// campaign was launched in 2006, and aimed to teach young people to learn their limit when consuming alcohol (Alcohol Policy UK, 2006). The ad features a teenage girl, getting ready for a night out. The girl smears her makeup, tears and soils her clothing and completely destroys her appearance. The campaign uses the slogan ‘You wouldn’t start a night like this so why end it that way?’ which is shown on the screen at the conclusion on the video. This campaign was aimed at eighteen to twenty-four year olds. A version of this ad featuring a young male was also created. **NAME THE PUBLIC HEALTH ISSUE** The public health issue that this artefact represents is the binge drinking culture that is evident in Generation Y. In 2007, in the age group of 18-24 year olds, 19 per cent and 16 per cent of men and women respectively were consuming alcohol at a risky level (Australian Bureau of Statistics, 2008). According to the Australian Bureau of Statistics, a ‘risky’ level of alcohol consumed is more than seven standard drinks for men, and more than five standard drinks for women (Australian Bureau of Statistics, 2008). Constant attention from governments and a variety media outlets has made the matter of teenage binge drinking a very public, health issue.

**LITERATURE REVIEW** As the most “widely used recreational drug”, there is a large drinking culture within our society, in all age groups (ReachOut, 2011). Binge drinking is defined as “drinking heavily on a single occasion, or drinking continuously over a number of days or weeks” (ReachOut, 2011). It is estimated that over 90 per cent of people over the age of 14 have experimented with alcohol at least once in their lifetime (Better Health Channel, 2010). According to the Australian Bureau of Statistics (ABS), in 2004 around 25 per cent of young people aged 14 – 19 consumed alcohol on a daily or weekly basis (Australian Bureau of Statistics, 2006). A UK study found that 48 per cent of students aged 15 and 16 years had drunk in binges in the previous 30 days (Afitska, Miller, Plant, Plant, and Weir, 2008). If these statistics do not make it clear enough that binge drinking is a serious public health issue, the realities of the consequences most definitely do.

It is not unusual for newspapers and television news show headlines to include a horrific story of four young people who have died while behind the wheel after a night out. In 2005, the ABS found that almost 33, 000 Australians over the age of 14 had died due to actions that were a result of high risk alcohol consumption (Australian Bureau of Statistics, 2009). In 2004 over 4,500 children were hospitalised due to alcohol related illness in the United Kingdom ( Rise in teens hospitalised as a result of binge drinking, 2005 ). Paul Burstow, a health spokesperson for the Liberal Democrats commented on the statistics, “the number of children being admitted to hospital for alcohol-related disease is shocking and shows that binge drinking among teenagers is completely out of control” ( Rise in teens hospitalised as a result of binge drinking, 2005 ). Arata, Stafford and Tims found that males reported more aversive consequences with problem drinking than females (2003). The same study found that there were a variety of situations that alcohol consumption had led to, that respondents would not normally be in, including; getting into fights (33 per cent), neglecting responsibilities (41 per cent), passing out (23 per cent), drunk driving (20 per cent), and engaging in unwanted sexual behaviour (23 per cent) (Arata, Stafford and Tims, 2003). Despite the aforementioned aversive effects of alcohol consumption, there are multiple reasons why young people drink alcohol including; to feel more relaxed in a social setting, to be a part of a group, to portray a certain image to others, and the influence of peers and parents (Women’s and Children’s Health Network, 2005).

McCrindle established that young people are more likely to make decisions based on the influences of peers because they are so concerned with their personal image and the way they portray themselves to others (n.d). Bobo and Husten recognised that alcohol consumption of adolescents’ are highly associated with the alcohol consumption of friends, parents and siblings (2000). There is also a strong association between parental awareness and concern, and teenage binge drinking (Beck, KH., Crump, AD., Haynie, D., Shattuck, T., and Simons-Morton, B, 1999).

 According to the ABS, the highest incidence of drinking at risky levels came from “the middle age groups and this proportion has increased over time ” (Australian Bureau of Statistics, 2006). With parental behaviours having a large influence on young people, it is no wonder the rates of binge drinking in young people are also on the rise ((Australian Bureau of Statistics, 2006).

<span style="font-family: Arial,Helvetica,sans-serif;">Although the strong link between the attitudes of parents and attitudes of teens when it comes to alcohol, it would seem that a large proportion of parents underestimate their child’s involvement and experience with alcohol (Beck et al, 1999). Beck, Shattuck, Haynie, Crump and Simons-Morton reported that 71 per cent of teens said they had been to places where there was alcohol but only 54 per cent of parents were aware of this (1999). This evidence would suggest that parents lack awareness in regards to teenage binge drinking and education is necessary.

<span style="font-family: Arial,Helvetica,sans-serif;">After extensive research, it is clear that the current literature regarding teenage binge drinking effectively describes the current nature of the issue. Although these studies are resourceful now, researchers are yet to accurately predict the future nature of the issue, and what the future consequences will be for the teens already immersed in Australia’s heavy social drinking culture.

<span style="font-family: Arial,Helvetica,sans-serif;">The fact that thousands of studies have been conducted in this area, and produced relatively negative results, that is high incidence of teen binge drinking and aversive consequences, is reason enough to suggest that this is an important public health issue which requires immediate attention.These studies and the large media attention prove that the issue is well comprehended. It has fallen to all levels of governments to tackle the current issue and so have created a multitude of campaigns targeting a younger audience, that aim to highlight the aversive physical, emotional and social effects of binge drinking.

<span style="font-family: Arial,Helvetica,sans-serif;">**CULTURAL AND SOCIAL ANALYSIS** <span style="font-family: Arial,Helvetica,sans-serif;">Our society is the largest influence on the culture of alcohol consumption in Australia. The people we surround ourselves with (peers and family) have the biggest influence on the lifestyle decisions we make including how much and how often we consume alcohol. Albert Bandura’s theory of Social Learning can explain this influence “individuals will base personal beliefs and behaviours on what is modelled to them in a social setting” (Eitel, Escobar-Chaves, Low Markham, Thickstun, Tortolero, 2005, p307).

<span style="font-family: Arial,Helvetica,sans-serif;">In an applied situation it can be said that if parents consume alcohol on a regular basis, it is more likely that children will have similar attitudes toward alcohol and begin using it themselves. Similarly if peers use alcohol frequently, positive reinforcement will be established within the social group encouraging the use of alcohol (Bahr, SJ., Hoffmann, JP., and Yang, X, 2005).

<span style="font-family: Arial,Helvetica,sans-serif;">Travis Hirschi’s Social Control theory can also explain the current trends in teenage binge drinking. Social control theory explains that delinquent behaviour is caused by a lack of social ties to society (Psychology Glossary, 2011). Social Learning theory explains how an individual upholds morals and standards, Social Control theory aims to explain the lack of morals an individual may possess.

<span style="font-family: Arial,Helvetica,sans-serif;">It is fair to say the most widely affected population group of teenage binge drinking is the teenagers indulging in that behaviour. This can be seen especially in the annual Schoolies celebrations. Symbolic of freedom and adulthood, the Schoolies celebration is a weeklong party, free of parental supervision, for those students rejoicing the end of their schooling careers. Over 70 and 60 per cent of male and female school leavers respectively, report being “drunk on most or all days or nights of their ‘schoolies week’” (Better Health Channel, 2010). These alarming statistics indicate that awareness of the effects of excessive alcohol consumption need to be made more apparent to school leavers.

<span style="font-family: Arial,Helvetica,sans-serif;">Adversely to Schoolies week, Ocsober is a fundraising event in which participants remain sober for the entire month of October (Ocsober, 2011). Ocsober aims to raise money for Life Education, an organisation that educates young children on how to lead a healthy lifestyle and avoid alcohol and drug abuse (Ocsober, 2011). Ocsober and Life Education are aiming to change the current drinking culture in Australia, alcohol is something that should be reserved for special social occasions and only consumed in moderation (Ocsober, 2011).

<span style="font-family: Arial,Helvetica,sans-serif;">With similar intentions to Life Education and Ocsober, there are multiple government ad campaigns across the globe raising awareness of the harmful effects of binge drinking; Don’t Turn a Night Out Into a Nightmare (Australia) (Department of Health and Ageing, 2008), Ease Up on the Drink (New Zealand) (Alcohol Advisory Council of New Zealand, n.d.) and Know Your Limits (United Kingdom) (Sheffield Drugs and Alcohol Action Team, 2009).

<span style="font-family: Arial,Helvetica,sans-serif;">With the amount of literature, studies, media attention and government campaigns surrounding alcohol consumption, it is vital that the public is aware of the current issue, before anything productive can be done to eliminate the aversive consequences. It is important for public health experts to focus on educating the population, so everyone can understand just how crucial our society and culture is when it comes to the culture of teenage binge drinking.

<span style="font-family: Arial,Helvetica,sans-serif;">**ANALYSIS OF ARTEFACT** <span style="font-family: Arial,Helvetica,sans-serif;">The television ad for the Know Your Limits campaign is an excellent ‘case in point’ in the subject of teenage binge drinking. The makers of this ad were aware of the fact that young people are concerned with personal image and the way they are seen by others more than anything else. They have then used this fact to create an image that is the opposite of ideal for young people on a night out and highlighted the link between this image as a result of binge drinking. Personally, I take pride in my appearance and would never want to portray myself in the same way the girl in this advertisement does. The question posed at the end of the ad does make me think “You wouldn’t start a night like this, so why end it that way”.

<span style="font-family: Arial,Helvetica,sans-serif;">Through my extensive research on the topic of teenage binge drinking, I have concluded that this truly is an important public health issue that requires immediate attention. Only through education of the entire population, can the high incidence alcohol induced illness and injury begin to diminish. Parents need to be aware of the influence they have on children, and children need to be aware of the aversive consequences that are associated binge drinking before they decide to engage in that type of risky behaviour, especially school leavers who are attending schoolies celebrations. This assessment has allowed me to research extensively the consequences of binge drinking. With this knowledge in future, I can make appropriate lifestyle decisions.

It is obvious a lot of effort has gone into this assessment piece. A great insight to a large variety of health issues currently affecting Gen Y in the literature review, and all the statistics have been integrated very well. The analysis section is interesting and very informative. I agree with the viewpoint you have presented in the learning reflection, and that Offline Facebook party does seem like a positive step in the right direction to get Gen Y’s off the computer, out there and socialising in the real world!
 * REFLECTIVE TASK**
 * In Response to //Generation Y - Are we clicking our lives away?//**

An excellent artefact to depict the ‘reality’ of teenage life. Your chosen theory, and analysis of this is well constructed and an interesting read. I agree fully with viewpoint established in the reflection. I am also a member of Gen Y, and have been questioned before and given strange looks at my personal choice to remain sober at social gatherings. I agree that Skins is a perfect example of the binge drinking culture, yet I think it is sad this is the representation of Gen Y that the world is accepting. A very interesting and informative essay! Good Work!
 * In Response to //Generation Y, skins, and the issue that is 'binge' drinking// (student number n7559534)**

<span style="font-family: Arial,Helvetica,sans-serif;">**REFERENCE LIST**

<span style="font-family: Arial,Helvetica,sans-serif;">Afitska, N., Miller, P., Plant, MA., Plant, ML., and Weir, I. (2008). The relationship between teenage 'binge' drinking, age of first alcohol consumption and intoxication.//Journal of Substance Use,////13//(3), 205-218. <span style="font-family: Arial,Helvetica,sans-serif;">DOI: 10.1080/1465989070174066 <span style="font-family: Arial,Helvetica,sans-serif;">Alcohol Advisory Council of New Zealand. (n.d.). Ease up. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Alcohol Policy UK. (2006). Know Your Limits alcohol campaign launched by government. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Arata, CM., Stafford, J., Tims, MS. (2003). High school drinking and its consequences. //Adolesence, 38//(151), 567-579. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Australian Bureau of Statistics. (2006).Alcohol Consumption in Australia: A Snapshot, 2004-05. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Australian Bureau of Statistics. (2009). Australian Social Trends, Dec 2009. Retrieved from <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">[]

<span style="font-family: Arial,Helvetica,sans-serif;">Australian Bureau of Statistics. (2008). Children and youth news, Nov 2008. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Australian Government, Department of Health and Ageing. (2008). Drinking nightmare. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Bahr, SJ., Hoffmann, JP., and Yang, X. (2005). Parental and peer inﬂuences on the risk of adolescent drug use. //The Journal of Primary Prevention, 26//(6), 529-551. DOI: 10.1007/s10935-005-0014-

<span style="font-family: Arial,Helvetica,sans-serif;">Beck, KH., Crump, AD., Haynie, D., Shattuck, T., and Simons-Morton, B. (1999). Associations between parent awareness, monitoring, enforcement and adolescent involvement with alcohol. //Health Education Research, 14//(6), 765-775. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Better Health Channel. (2010). Alcohol – teenagers. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Bobo, JK., Husten, C. (2000). Sociocultural influences on smoking and drinking. //Alcohol Research and Health, 24//(4), 225-232. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Eitel, P., Escobar-Chaves, S.L., Low B.J., Markham, C.M., Thickstun, P., Tortolero, S.R. (2005). Impact of the Media on Adolescent Sexual Attitudes and Behavior. //Official Journal of the American Academy of Pediatricsm,// 116, 303-327. DOI: 10.1542/peds.2005-0355D.

<span style="font-family: Arial,Helvetica,sans-serif;">McCrindle, M. (n.d.) Understanding generation y. Retrieved from http://www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf

<span style="font-family: Arial,Helvetica,sans-serif;">Ocsober. (2011). About. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Ocsober. (2011). What is ocsober. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Psychology Glossary. (2011). Social control theory. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">ReachOut. (2011). Binge Drinking. Retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif;">Rise in teens hospitalised as a result of binge drinking. (2005). //Community Practitioner, 78//(9), 306. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Sheffield Drugs and Alcohol Action Team. (2009). Alcohol – Know your limits. Retrieved from [] <span style="font-family: Arial,Helvetica,sans-serif;">Women’s and Children’s Health Network. (2005). Why do young people drink alcohol?. Retrieved from []