Community-based Efforts
The Rural Initiative grant ended 9/30/09. It funded enforcement and environmental strategies that have been shown to be effective in reducing underage drinking. Strategies included retail compliance checks, an increased law enforcement effort to cite those who provide alcohol to minors, and working with community leaders to change the social perceptions that underage drinking is a "rite of passage."
Media was also a major component of these grants. Not only did each recipient involve their local newspaper in getting the word out about their activities, e.g., which stores sold to minors during the compliance checks, but also they used social marketing materials (Start Talking developed by the Ad Council) aimed at parents and other adults designed to get them to change their behavior with respect to underage alcohol use and access.
Research is being conducted to determine the effectiveness of the strategies in rural communities.
