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One Nation, Alcohol-Free Campaign

 

ONE ISLAND, ONE NATION: Guam’s Alcohol-Free Movement

Controlling alcohol abuse and its consequences on Guam presents both a public health and a cultural challenge. Data from the State Epidemiological Outcomes Workgroup (SEOW) reveals that both heavy drinking and binge drinking are significantly higher among adults on Guam as compared to the US. Almost 1 in 5 adults, and 1 in 7 youth are binge drinkers. Alcohol-related motor vehicle crashes remain the most visible social consequence of alcohol abuse. Implementation of evidence-based environmental strategies to address alcohol use and abuse among youth and adults, using multiple strategies that include mass social and media marketing campaigns are needed.





To reduce the social acceptability and norm that alcohol is part of the Guam or Pacific island culture, the Guam Behavioral Health and Wellness Center - Prevention & Training Branch (PEACE office) continues to implement a strategic Alcohol Prevention Social Marketing Campaign that proposes to reclaim the Pacific Island cultural values of respect and family using a positive optimistic approach. The One Nation Campaign was launched in 2010 through various partners such as Youth for Youth LIVE! Guam, Department of Youth Affairs, Department of Public Health and Social Services, and Foremost Foods Inc.
 
Since its inception, One Nation Guam through its partners had surpassed various milestones -- successes that moves Guam forward to a healthier, alcohol-free community. Featured in this video are those successes.
 
Special thanks to all those who were part in the production of this video. Because of you and your commitment, we are able to share Guam's prevention story.
* To request copies, provide feedback or get more information about this film, contact Sara Dimla at (671) 477-2301 or sara.dimla@mail.dmhsa.guam.gov. (Link: P&T Services Request Form)
 

Campaign Goals:

The ultimate goal of this campaign is to promote healthy behaviors and alcohol-free, tobacco- free and other drug-free lifestyles on Guam and the outer islands.  The approach and execution of the ONE NATION campaign will be done in a more positive light, unlike other current alcohol awareness public service campaigns.

Our short-term goal is to capture the essence of our island culture featuring local people that embrace our cultural values of family, respect, identity and that live a healthy and alcohol-free lifestyle that could be modeled by others.

Our long-term goal is to extend the One Nation campaign with the outer islands as a Pacific Island Campaign pledging to live a healthy and alcohol- free lifestyles.
 

Target Demographics:

  • Middle/High School Youth Ages 11-17 years old
  • College Student/ Young Adults Ages 18-30 years old
  • Parents /Adults of all ethnicities
  • Chamorro and other Micronesian (FSM) Ethnicitie

One Nation Poster Abstract to be presented at:

  • SAMHSA's Underage Drinking Prevention Regional Discussion on August 4 & 5, 2011 at Seattle, Washington.
  • Fifth Annual National Conference on Health Communication, Marketing, and Media on August 9 - 11, 2011 in Atlanta, Georgia

LIBERATION DAY CAMPAIGN…
View our Liberation Day Family Photos



Partners:

  • Guam Behavioral Health and Wellness Center, Prevention & Training
  • Department of Youth Affairs
  • PBS Guam
  • Foremost Foods, Inc.
  • Mayor’s Council of Guam
  • Youth for Youth LIVE! Guam
  • Department of Parks and Recreation


PEACE Coalitions:

  • Community Services Resources
  • Magof Health Coalition
  • Oasis Empowerment Prevention Network
  • Sanctuary, Inc.


Private Business Partners:

  • Bank of Guam
  • PayLess Supermarkets
  • Carmen’s Restaurant
  • Capriciossa, Tony Roma’s
  • Sheraton Laguna Guam Resort
  • Sandcastle
  • Ocean Jet Club
  • Hilton Guam Resort and Spa
  • McDonald’s of Guam
  • Hyatt Regency Guam
  • Paradise Fitness
 

DOWNLOADABLES…
 


Posters:



Vertical Banners:

 
 
ALCOHOL ABUSE ON GUAM…
How Serious is Alcohol Abuse on Guam?
 
Controlling alcohol abuse and its consequences on Guam presents both a public health and a cultural challenge.  Data from the Behavioral Risk Factor Surveillance System (BRFSS) reveals that both heavy drinking and binge drinking are significantly higher among adults on Guam as compared to the US. Heavy drinking among Guam males is almost double that of US males (10.7% vs. 5.6%), while binge drinking among Guam males is 65% higher (34.5% vs. 20.9%).  About 25% of heavy drinkers and 20% of binge drinkers are aged 18-24.  Half of all heavy drinkers and 40% of binge drinkers are under the age of 35. Alcohol-related motor vehicle crashes remain the most visible social consequence of alcohol abuse.   Implementation of evidence-based environmental strategies to address alcohol use and abuse among youth and adults, using multiple strategies that include mass social and media marketing campaigns are needed.

According to Guam’s Substance Abuse Epidemiological Profile (2007), Youth on Guam reportedly drink as early as 13 years old; 36% of high school youth on Guam are current drinkers and about 19% engage in binge drinking – with Chamorro and other Micronesian Islander youth having the highest rate.  43% of adults on Guam are current drinkers; with males drinking more than females; and alcohol is implicated in close to one-third of all suicide-related incidents - suicide is prevalent on Guam, with an average of one suicide death occurring every two weeks;

To reduce the social acceptability and norm that alcohol is part of the Guam or Pacific island culture, the Department of Mental Health & Substance Abuse, Prevention & Training (PEACE) will be implementing a strategic Alcohol Prevention Social Marketing Campaign that proposes to reclaim the Pacific Island cultural values of respect and family using a positive optimistic approach.
 

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