LCAT Announces new Website

LCAT Announces new Website

LCAT is happy to announce the launch of our new website, still at the same address, but updated with a fresh look. Our website provides more information about who we are, what we stand for, and what we do.  It also provides more information on the issues facing our community in Lodiincluding how we are working together to create a healthy environment for our youth. 

The Frog in the Pond

As we think about and have conversations regarding youth alcohol and other drug abuse, we cannot have a clear idea of the scope of the issue without looking at all of the variables that affect young people today. The best illustration is to imagine a frog getting sick as he sits in his pond. Now, our first task would be to take the frog and examine him closely. Is he taking care of himself the best he can? Eating well? Getting enough rest? Does he have all the information he can to keep himself away from things that can do him harm? How can that frog get better educated? The next step would be to look at the pond that he is sitting in. Are there toxins in the pond? Is he surrounded by pollution, poor water quality or a lack of food? Finding what is making the frog sick probably does not have one answer, but is part of a complex web of solutions all coming together to do their part to create a healthy frog.

One reason for the complexity in finding a solution to youth alcohol and other drug use and abuse is that it is not one solution, but a complex web that has to all work together in a community for success. The community as a whole needs to believe that each piece will indeed serve its role to create success.

LCAT works to serve youth by helping to strengthen curriculum, develop youth leadership skills and provide opportunities for community involvement. LCAT works to strengthen “the pond” by educating parents, working to connect adults with youth, providing a way for neighborhoods to gather and get to know each other, supporting law enforcement efforts, and supporting legislation that looks at our Wisconsin Alcohol Culture and realizes the negative effects on young people some of our social norms have. According to the Surgeon’s General National Prevention Strategy Report in 2011, “ Exposure to alcohol marketing may increase the likelihood that young people will start drinking or drink more; therefore reducing youth exposure to alcohol marketing can change attitudes toward drinking." Studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if already drinking, drink more. 

No one solution will solve the issue. But by working as a community and putting each piece together we will create an environment, a safe pond, where youth flourish. On February 11th at 6:30 PM is a Public Hearing at City Hall on an ordinance to reduce some of the banners and exterior signs youth see every day that advertise alcohol and tobacco products. Will less advertisement solve youth using alcohol and drugs? Not alone, no it won’t. But as a piece of the whole, removing some of the ads will work to decrease exposure to alcohol. As citizens of Lodi you can attend the public hearing and represent a culture that will benefit the youth today and in the future.

To view a recent news story on this ordinance, please click here to visit the NBC 15 website.

Open House and Panel Discussion with FLYY

On behalf of our friends and colleagues at FLYY, we would like to invite you to join us on Tuesday October 8th at FLYY, (Forward Learning Youth and Young Adults) for an Open House and Panel Discussion with FLYY Students and Parents.
3 Marsh Court, Madison, WI 53718
Come and learn about FLYY’s unique approach to services for teens and families.
- Learn more about FLYY below and on their website at
On Tuesday, October 8th:
5 - 6:30 PM: Open House – tour the facility and meet the staff, families, and stakeholders.
6:30 – 8 PM: There will be a talk given by some students and parents about their experiences with FLYY along with an opportunity to ask questions enjoy a discussion.
Attending this program will give you an idea of the mission and work of FLYY and the skills learned by its participants. You may go forward inspired, able to incorporate some of FLYY’s excellent spirit into your own life and work.
FLYY is a non-profit, community-based, experiential education organization offering expeditions for people ages 14 to 18 and 18 to 30 who are under served, overlooked, or seeking inspiration and hope.  FLYY is a youth and family-serving organization that seeks to prevent at-risk and adjudicated teens and young adults from becoming chronic offenders, substance abusers, truants, or dropouts.
FLYY’s strength-based approach includes wilderness expeditions, community service, parent/guardian and family involvement, and guidance for the transition home along with ongoing aftercare. Studies consistently indicated that prevention and experiential efforts are superior in effectiveness and less costly than many traditional methods incorporated in juvenile justice. Lower rates of incarceration and recidivism are also seen when prevention/intervention efforts are utilized.
FLYY staff members provide incredible support while youth engage in a lifestyle change emphasizing self-analysis, cooperation, and reflection. Expeditions help youth find new strengths and pride while offering unique opportunities to escape from technology, societal pressure, and natural tendencies to prefer immediate gratification. Families gain skills and knowledge that them create more positive futures together.

Status of Drunk Driving Penalties Legislation

I recently received an email on the current status of drunk driving penalties legislation from Health First Wisconsin.  Please read below for information and links to the bills.  It is important to know what is happening in our state!

Hello fellow advocates and friends,

It is always important to us to keep everyone informed of the current status of legislation here in Madison.  Today, three of the bills put forward by Senator Alberta Darling (R-River Hills) and Representative Jim Ott (R-Mequon) will have a public hearing.  You can get more information on each of the bills from the links below.  All of the bills aim to curb drunk driving by addressing the penalties for drunk driving.

Health First Wisconsin focuses on evidence-based policies that will impact the alcohol issues faces Wisconsin.  Penalties alone will not solve the problem.  That said, stronger penalties can be part of the solution and this is why we will continue to monitor these bills and continue to let everyone know where they stand.

AB 69 – Sets minimum sentences for causing injuring due to OWI

AB 70 – Sets minimum sentences for homicide due to OWI

AB 71 – Makes a 3rd OWI a felony

Paul Krupski

Policy Director- Alcohol Prevention

Health First Wisconsin

(608) 268-2620

Prescription Pain Relievers and Heroin Use

A few days ago, the Substance Abuse and Mental Health Services Administration (SAMHSA) shared an interested article.  The article focuses on how using prescription pain relievers nonmedically contributes to a higher risk of starting heroin.  There are many statistics which state how heroin use is steadily rising; we have seen this happening in our area and other areas nearby.  For more information, please read the article below.

SAMHSA News Release

Date: 8/22/2013 12:05 AM Media Contact: SAMHSA Press Office Telephone: 240-276-2130

Nonmedical use of prescription pain relievers may raise the risk of turning to heroin use

Report shows rise in the overall use of heroin as well as shifts in initiation patterns

A new report by the Substance Abuse and Mental Health Services Administration (SAMHSA) shows that people aged 12 to 49 who had used prescription pain relievers nonmedically were 19 times more likely to have initiated heroin use recently (within the past 12 months of being interviewed) than others in that age group (0.39 percent  versus 0.02 percent). The report also shows that four out of five recent heroin initiates (79.5 percent) had previously used prescription pain relievers nonmedically.

While the report shows that people using prescription pain relievers nonmedically were at greater risk of later starting heroin, it also shows that the vast majority of people using prescription pain relievers nonmedically did not start using heroin. In fact, only 3.6 percent of the people who initiated the nonmedical use pain relievers went on to use heroin within five years.

“Prescription pain relievers when used properly for their intended purpose can be of enormous benefit to patients, but their nonmedical use can lead to addiction, serious physical harm and even death,” said Dr. Peter Delany, director of SAMHSA’s Center for Behavioral Health Statistics and Quality. “This report shows that it can also greatly increase an individual’s risk of turning to heroin use – thus adding a new dimension of potential harm.”

The report’s examination of the association between the nonmedical use of prescription pain relievers and the initiation of heroin use is part of SAMHSA’s efforts to identify some of the factors which may explain the rise in the rates of heroin use, dependence and initiation that have occurred in the past few years.

The number of people reporting that they have used heroin in the past 12 months rose from 373,000 people in 2007 to 620,000 people in 2011. Similarly, the number of people dependent on heroin in the past 12 months climbed from 179,000 people in 2007 to 369,000 people in 2011. The number of people starting to use heroin the first time in the past 12 months also increased from 106,000 people to 178,000 people during the same period.

The report also found significant shift between 2008 and 2011 in heroin initiation levels and patterns. For example, although overall heroin initiation rose among all 12 to 49 year olds, these increases were only seen among adults aged 18 to 25 and 26 to 49, with no change in the rate among youths aged 12 to 17.  Heroin initiation among people with annual incomes less than $20,000 or $20,000-$49,999 also increased during this time period.

Past-year heroin initiation rates went up sharply in all regions of the nation during this period except the South where the rate stayed lowest in country. Heroin initiation rates were also lower among Blacks than among other racial and ethnic groups.

SAMHSA funds projects which focus on preventing prescription drug misuse and abuse. For example, SAMHSA’s Prevention of Prescription Drug Abuse in the Workplace provides work-based educational materials and other resources and supports to preventing drug misuse and abuse.  SAMHSA also offers a number of web-based and print materials to educate patients, the public, and providers about prescription drug abuse, including the Not Worth the Risk, Even If It’s Legal campaign and the Prescribers’ Clinical Support System for Opioid Therapies , which provides support, training, and mentoring services to a variety of healthcare providers on the safe and appropriate prescribing of opioids.

The report, Associations of Nonmedical Pain Reliever Use and Initiation of Heroin Use in the United States, is based on data from SAMHSA’s National Survey on Drug Use and Health (NSDUH), covering the period of 2002 to 2011. NSDUH is  a national survey of over 67,500 people age 12 and older. The complete report findings are available on the SAMHSA web site at:

For more information about SAMHSA visit:

The Substance Abuse and Mental Health Services Administration (SAMHSA) is the agency within the U.S. Department of Health and Human Services that leads public health efforts to advance the behavioral health of the nation. SAMHSA's mission is to reduce the impact of substance abuse and mental illness on America's communities.

Teens Addicted to Gambling?

Is it possible for teens to become addicted to gambling?  Yes, it is very possible!  Gambling is one type of addiction that is not mentioned very often.  We hear about all other kinds of addictions related to alcohol and other drugs, among many other addictions, but I thought it would be useful to bring awareness to this important topic. According to, "For some people, gambling can become as serious an addiction as drugs, tobacco, or alcohol."  This is a very real addiction and it can be very stressful to have a family member or friend with this addiction.

To read more about gambling addiction in teens, please visit


What is Teens' Perception of Marijuana?

A few months ago, this article was sent to LCAT from Lisa Lee, a parent in the Lodi community.  The article is titled, "Turns Out Teens Know Smoking Kills, but They Don't Know Jack About Weed."  A recent survey pointed out that "teens get that tobacco is bad, but they don't feel the same about pot."  Teens may not know the risks of using marijuana and that it can hurt their learning and memory.  Read this interesting article to find out more about teens' perception of marijuana. Source: (sent from CADCA)

Date of Article: April 10, 2013

Author of Article: Shari Roan

Preparing for Summer with Teens

Although we are in the midst of summer, below is a helpful article on how to survive the summer with your teen.  Summer can be a great time for your teen to relax or get a job.  However, teens also have more free time in the summer which can lead to risky behavior.  Here are some tips on how you can help your teen this summer.  Enjoy! Article Title: Preparing for Summer with Teens

Author: Amity Chandler, former Drug Free Charlotte County (DFCC) Executive Director, Port Charlotte, FL

Article Date: May 29, 2013

At a recent community presentation of primarily retired individuals, I mentioned that we like to remind parents that have students at home during the summer to throw out the left-over liquor bottles from holiday celebrations. The retired individuals promptly noted that they would take those “donations,” as their children were already raised and out of the home. Whether you “donate” your lingering supply to a teen-free neighbor, or simply dump it, here are some tips to navigate summer with your teen: First, let’s debunk summer. There is nothing magical about it, except that teens tend to have more free time and there is a strong correlation between free time and risk-taking among teens. This could mean riding their bike into the pool, walking through the drive-thru, or an all-nighter of the Jersey Shore.  It could also mean the temptation to experiment with alcohol, marijuana or sexual activity. Short of locking them up, there is no silver bullet to prevent any of the above, and I often joke with my friends that as parents of teens, we have a 100% chance of something going awry. It does not however, have to be as a result of a lack of planning.

Plan 1. Throw out the left-over liquor bottles that are sitting around from the holiday parties. Bigger is not better in this case, and your teens weren’t hatched yesterday. If they’re going to experiment, it will be with the stuff you’re least likely to look at or touch. This also means old prescriptions and the cigarettes you might have quit a month ago. Also consider most Florida teens say when they drink they do so at another friend’s home. There is a parent somewhere that hasn’t gotten the’s time for us to start talking to the parents of our friends and asking direct questions, such as, does my teen have access to alcohol in your home? Worst-case scenario is you’ll embarrass your teen. Let’s just say it won’t be the first or last time.

Plan 2. Prepare for boredom. Actually, don’t fall victim to the “I’m bored” routine. Before you know it, they’ll be calling you on the phone while you’re at work asking to go to place A, with friend B, whom you’ve actually never met, but is a friend of friend C, whom you know quite well. And oh by the way, they’ll be home before you get home, and they’ll keep their cell phone on. Don’t get me wrong, I believe most teens are inherently honest and good – I am their biggest cheerleader. But I’ve noticed they can smell weakness. If they can get their otherwise logical parent who normally would insist on all facts and details with 24-hour notice to budge in this one moment, the door is open for compromise. Work with your teen to make plans in advance and stick with the 24-hour notice rule for activity outside of the home. If friend B is really that important to your teen, they’ll make plans within your guidelines.

Plan 3. A summer job is not a barrier to experimentation. In fact, in can be a gateway. Summer jobs are great for teaching responsibility, earning money and other life lessons. Summer jobs can also result in relationships between your teen and older, legal drinking-age individuals. Plan on talking to your teen about work relationships, new friends and your expectations of them while they are working for the summer, including curfews and work hours.

Plan 4. Plan for fun and down time. Endless surveys of teenagers show that they are often more worried, more stressed and more over-extended than any other teen generation that has come before them. Sleeping a few days away is not going to be the end of your bright-eyed sassy teenager. Hanging aimlessly at the beach with an approved list of friends may be just what they need to decompress and refocus. Plan in advance for ways that you and your teenager can do just that – relax. There is no need for summer vacation to be any more onerous than any other period should be while raising teens. At the end of the day, we’re still a parent, and they’re still a teenager. Have a safe, well-planned summer.

About Drug Free Charlotte County, 2012 Coalition of the Year Drug Free Charlotte County (DFCC) is a non-profit community organization based in Port Charlotte, Florida dedicated to reducing alcohol, tobacco and drug use among youths in Charlotte County. The coalition was founded in 2000 after a state survey indicated that Charlotte County had one of the highest underage usage rates in Florida. The coalition embarked on a mission to reduce these rates by conducting various social marketing campaigns in area schools and throughout the community, using primarily a social norms approach. Today, DFCC has succeeded in significantly reducing underage alcohol, tobacco and drug use in the county. In 2012, DFCC was recognized as the Coalition of the Year by the Community Anti-Drug Coalitions of America (CADCA).

We have various awareness campaigns available for licensing, including our popular Be theWall parent campaign! For more info, visit, email us ( or call Chrissy Bynum at(941) 255-0808, ext. 3205. All proceeds from the sale of these campaigns are used toward continuing our prevention efforts in Charlotte County.

Copyright 2013 Drug Free Charlotte County. Be the Wall is a registered trademark.

Lodi Teens and the Early Release

Over the last several weeks I have received emails and phone calls from concerned parents asking if the Lodi Community Action Team (LCAT) is also concerned with the early release schedule recently adopted by the School District of Lodi.  For those of you that may not have been informed yet, the Lodi School Board adopted the calendar and schedule for the 2013-14 school year including a two hour early release, every other Wednesday.  The specific question being asked is, “Aren't we concerned with having the community’s teenagers on the streets for two more hours, unsupervised?”  The simple answer is, “Yes, of course.  However, we are no more concerned than we already are about the time these kids have unsupervised time on the other days of the week between the hours of 3 and 5 p.m.” Before I explain LCAT’s position any further, let me explain that my family is also directly impacted by this schedule change.  We have one son who is starting high school next year and another starting kindergarten.  My wife and I both work outside of the Lodi community, which means this schedule change also has an impact on us, our family, and the time our teenager has unsupervised.  From a parent’s view, yes this schedule change is adding two additional hours of unsupervised time when our kid could take risks.  Is it an inconvenience?  Absolutely!  Does it concern me?  Absolutely!  However, this situation really isn’t any more or less of a parenting risk than we already take any other day of the week from 3 to 5 p.m.

So, we need to take a moment to educate ourselves.  Why is the district moving forward with this inconvenience schedule change?  This is what we have learned. Over the last several years the School District of Lodi, like many school districts, has been coping with ever decreasing state and federal funding, increased expenses, and new requirements from both the state and federal governments that require additional instruction for teachers and staff.  During this time, to mitigate some of the short falls, the district has made the difficult decision to reduce its employee count through non-renewals, cutting expenses, and eliminating programs.  Many of these have resulted with no additional monetary burden placed on the parents or tax payers of this community.

Starting in 2014, the state has increased the amount of in-service training required by the teaching staff, which has to be done during the regular schedule as there is no additional funding available for overtime.  With no funding for overtime and increased demand for teacher training, the only viable option was to use the time that teachers are already working.  So, here comes the hurt.  I suppose you can guess the ultimate result is that, as parents, we will pay a price of inconvenience, worry, and maybe extra daycare time for our younger kids, but most importantly our kids will pay a price of inconvenience, less instruction time, and more time to take risks.  I suppose the truth is, as parents and concerned advocates for our children, we need to take a more active role in voting and voicing our opinions to our legislatures.  Only when we get “skin in the game” will we be able to affect change.

So what is LCAT’s position on this issue?  It is unfortunate but true that we do not have alternatives.  Instead, we believe this is the perfect opportunity for the community to rally around our youth and create healthy opportunities for them to be engaged in during these hours when they will be alternatively unsupervised. We need the community to get “skin in the game” and provide organized, supported, and funded activities for these kids.  The School District is working with C.R.E.W. to make their facilities available after school activities.  The community needs to come together and volunteer, be a mentor, be a tutor and lead activities.  Churches should come together as a community and connect with more youth.  Parents should work together to create even more opportunities either with these other groups or just take turns to hang out or provide a safe “supervised” place for your kid and their friends to be when they would otherwise be unsupervised.  You see, when we come together and put “skin in the game,” think about what should be most important to you, the possibilities are endless.  Be a part of your community and help to create that ideal community that really cares about our youth.

As a parent of a teen who has unsupervised time, here are some things you can personally do:

  1. Teenagers are looking for some responsibility and some control.  Make sure you allow them some freedom and a healthy way to make some of their own choices.  You have to give them some praise, a pat on the back, and say, “Hey kid, I proud of you.”  Tell them when they do well.
  2. Make sure there are rules and guidelines.  Follow through on them.
  3. Give them structure and boundaries.  Make sure they have a standard check in time so you know exactly where they are, what they are doing, and very importantly, who they are with.
  4. Teens should always help with family chores.  We all tend to take more pride in something we ourselves have worked for.
  5. Set rules for how many, if any, friends can be together without parental supervision.
  6. Make certain that all medications, guns and alcohol are stored and locked in a responsible manner.  Even though you may trust your teenager, do you also hold that same level of trust in the friends they bring over?  Are you willing to risk their life on that trust?
  7. Create a web of adults who will look out for your teenager. Talk to your neighbors, friends, coaches and mentors.  Tell them you want to know if they notice when something is going on that is unlike your child.  Be in tune with all aspects and don’t be too quick to brush off a situation that arises.  Address these situations and open up a line of communication with your child.  Let them know that they are cared for by many.  They are valued.

Raising the Beer Tax - Let's Look at the Facts

The last time Wisconsin’s beer tax was raised, Neil Armstrong was walking on the moon. Wisconsin’s beer tax is the second lowest in the nation. A few years ago when Rep. Terese Berceau (D-Madison) asked lawmakers to consider supporting a bill to raise the beer tax in Wisconsin, it received little support, opposition stating that raising the beer tax is unlike when we raised the cigarette tax because there isn’t a public health risk to someone enjoying a beer. Hmmm. According to Sunday’s Wisconsin State Journal, excessive alcohol use in Wisconsin in ONE SINGLE YEAR results is: *1,529 premature deaths *48,578 hospitalizations *60,221 arrests *5,721 motor vehicle crashes

I would agree those numbers do not represent a public health, in fact what it does represent is a public health crisis. Add to that greater health care costs, substance abuse treatment, law enforcement, incarceration and other expenses and Wisconsin has a public health risk that is costing our state government nearly $3 billion per year. I applaud the Wisconsin State journal for bringing the article to our attention. Let us know what you think; should the state raise its tax on alcohol to help combat the causes and effects of alcohol abuse?

To view the article, please visit Article courtesy of the Wisconsin State Journal, Sunday Opinion column, March 24, 2013

Urgent vs. Engagement

This past weekend with all the snow melt and rain we received here, we ended up having leaks in our basement.  When we bought this house, the inspector pointed out some cracks in the foundation and said that it appeared to have leaked in the past, but was dry now. He said that if we buy the house we should look at having them patched. We did buy the house and since it wasn't leaking it never came up again. Last year, we discovered after a big melt that we had water coming into the garage through holes in the foundation left by tie rods through the concrete. This was an easy fix by just filling the holes with concrete caulk. Even with these warnings, I never took the time to fix the cracks. Now, this weekend not only did the visible cracks start to leak, but unseen cracks behind the basement walls also started leaking which ultimately ruined the carpet and the walls in the basement. Now it will take hours and hours of my time and thousands of dollars to repair. It now has become urgent. If I would have engaged the problem before, it would have been about $100.00 and a couple of hours of my time.

Why is it so hard to engage in some issues before they are urgent? For me, I think it has to do with the perception of work. To fix a crack in the foundation for me is unknown and scary, so I put it off. A bandaid fix seems easier even though it won't last.  

Now that I have done some research on foundation repair, I know that my problem can be fixed with $60.00 of material and about two hours. Unfortunately for me, I learned this lesson too late.  Now I will have to spend six to seven thousand dollars and all my weekends for the next few months rebuilding the basement.

What does this have to do with LCAT?  Well, it's one thing to not engage with issues around the house, but when we do it with teenagers the consequences can be much more disastrous.  We all need to take the time to engage with our kids now. For one thing, we already have so little time left with them before friends, collage, and life take over. For another, they need us. They are still growing and learning and despite how they may act or what they may say, they still want mom, dad, grandma, grandpa and others in their life. We want them to be responsible and stand on their own, but when we use this as an excuse to disengage, to move on with our own lives, we are risking a lot. We don't have to be overprotective and nosey, we just need to show them that we are there when they need us.  

A phrase that I am really starting to like is "show them that you are a partner in this journey." I think that sums it up pretty well.

Toward a Smarter Drug Policy

Recently, I came across an article titled "Toward a Smarter Drug Policy" from the Office of National Drug Control Policy at The article challenges how we think in America about our nation's criminal justice and drug control policies. The article points out some interesting statistics about incarceration for drug arrests that should not be taken lightly. There is also a true story featured in the beginning that explains how a man who suffered with a substance abuse disorder and many other issues was given a second chance by a judge in Los Angeles. The man was able to turn his life around in to something positive.

To read the full article, please click here.

Alcohol Demerit System Passed!

After many months of hard work by parties on all sides the Lodi City Council Passed the Alcohol Demerit ordinance in an unanimous vote on Tuesday night.  The process that was undertaken to get to this point was an example for all on how the democratic process should be undertaken.  It started with Paul Fisk presenting an ordinance adopted by other municipalities as a recommendation for adoption by the Lodi City Council.  The council decided to conduct a public hearing before making any decisions.   At the open hearing there were local citizens and business owners who all provided very good input.   Through this hearing several issues with the ordinance as presenter were found and the council sent the ordinance to committee.  Again, the committee meetings were conducted in a very open and fair manor.   The end result of many committee meetings is an ordinance that we believe is fair for all. Lodi can truly say that we want the best for our kids and we are willing to make some hard decisions to get there.   Thanks especially to Paul Fisk, Paula Enger and all those that wrote letters to the paper and add ended various meetings to make this happen.   I would also like to thank the owners of Dolphin's and Lloyd's for the time and attention that they gave to this ordinance.   I believe that their input made this better.



Our Youths Top 10 Super Bowl Commercials


America's Youth Have Voted!

Number of sixth through twelfth grade students across the nation participating in this year’s Big Bowl Vote: 40,000 (and counting)

Number of participating states: 42

Top 10 FAVORITE Commercials

Middle School Students (6th-8th grade)

1. M&M’s: Just My Shell

2. Doritos: Dog Buries Cat

3. Doritos: Sling Shot Baby

4. Bud Light: Rescue Dog Wego

5. Skechers: Dog Race

6. Coca-Cola: Fingers Crossed

8. Chevy: Apocolypse

9. VW: Dog Strikes Back

10. Dannon: John Stamos

High School Students (9th-12th grade)

1. M&M’s: Just My Shell

2. Doritos: Dog Buries Cat

3. Doritos: Sling Shot Baby

4. Bud Light: Rescue Dog Wego

5. Skechers: Dog Race

6. Chevy: Apocolypse

7. VW: Dog Strikes Back

8. Dannon: John Stamos

9. E*Trade: Fatherhood

10. Coca-Cola: Nice Catch

Top 10 Most RECALLED Commercials

Middle School Students (6th-8th grade)

1. Doritos

2. M&M’s

3. Bud Light

4. Coca-Cola

5. Pepsi

6. Chevy

7. NFL

8. Movie Trailers

9. GoDaddy

10. E*Trade

High School Students (9th-12th grade)

1. Doritos

2. Bud Light

3. M&M’s

4. Coca-Cola

5. Chevy

6. Pepsi

7. Skechers

8. E*Trade

9. VW

10. GoDaddy

Neilsen reports that a record-breaking 111.3 million viewers watched this year’s Super Bowl. Also, according to Neilsen, about half of those viewers likely tuned in more for the high-priced commercials ($3.5 million per 30 second slot) than the game itself.

While snacks beat out beverages and a candy treat took top spot, alcohol once again surfaced as a Big Bowl Vote favorite; appealing to both middle and high school students.

What does this mean? Research reveals that young people are drawn to advertising that features animal and people characters, tells a story and makes them laugh. If the target demographic for M&M’s is middle and high school aged youth, the advertiser was right on mark. What tween/teen wouldn’t appreciate a comedic chocolate character, who breaks into dance to, “I’m sexy and I know it,” a song that is all the rage among youth right now?

But what about the cute little rescue pup who fetches beer for his owner’s pool party guests? Wouldn’t the obviously savvy advertisers surely realize this too would be appealing to underage Americans?  Of course they did.

Does this mean more kids will now start drinking alcohol because they liked the ad? Maybe. According to a study where researchers investigated alcohol advertising to learn what makes it attractive to youth; the alcohol ads that young people found to be appealing were more likely to elicit responses from them saying they wanted to purchase the brand and products advertised.We also know that the more youth are exposed to alcohol advertising, the more likely they are to drink (drink to excess and drink more often). Research clearly indicates that while parents and peers have significant influence on a child’s decision to drink, so too does alcohol advertising and marketing.

“Though the Super Bowl itself is likely gone from most young people’s thoughts, the commercials will linger on, as they continue to pop up on our televisions and computers for months to come,” says Marcie Seidel, Drug Free Action Alliance Executive Director. “While we cannot possibly shield our children from every alcohol advertisement, we can make it a Teachable Moment, by helping them to decode the message through Media Literacy.”

Whether they are tuning in to their favorite TV show, listening to their iPod or socializing online, youth are flooded with a mix of media messages every day. Simply put, Media Literacy is the ability to read between the lines to recognize the influence of media messages. Children who are media literate can look and listen with a critical eye and ear, helping them to make healthier lifestyle choices and avoid the pressures fueled by media messages to drink, smoke or use other drugs.

PARENTS ARE ENCOURAGED TO TRY THIS: Watch any TV show with your tween/teen. When the commercials come on, ask your child to pay close attention, then pose these questions to help decode the message:

·         Who do you think created this commercial?

·         What techniques did they use to get your attention?

·         What do they want you to do after seeing their message?

·         Would this be a healthy choice for you?

·         Do you think your health and safety are important to the ad sponsor?

·         How do you feel about it now?

Another great opportunity for a similar conversation is in the car with a captive audience. When an advertisement comes on the radio, listen together and then break it down to figure out the real message.

It doesn’t have to be an alcohol advertisement to be a learning experience. The key is to teach your child that no matter the product being promoted, there is an advertiser with an intended message. It is up to your child to think critically to interpret that message and apply it to his/her life appropriately.

For additional information and resources, please visit Drug Free Action Alliance

Sources: DFAA Big Bowl Vote, Neilsen Company, Center for Media Literacy. M.J. Chen, J.W. Grube, M. Bersamin, E. Waiters, and D.B. Keefe, "Alcohol Advertising: What Makes It Attractive to Youth?," Journal of Health Communication, 2005.

Big Bowl Vote Contact: Michelle Morse (614) 540-9985 x14

Lodi Community Action Team Coalition October 20th Meeting

In attendance: Steven Ricks, Lisa Lee, Mike Lee, Jennifer Gorman, Paula Enger Discussion was held as to what needs to be done to satisfy DFC grant requirements as well as what needs to be done to maintain the LCAT vision that gathered all of the people at the table in the first place.

Need an Adult Liaison to establish and work with a youth group in Lodi. The liaison will receive a $2200 stipend for this commitment. Liaison needs to be determined by next meeting.

By-Laws approved: Motion was made by Mike Lee and seconded by Lisa Lee to approve the By-Laws with the changes made during the discussion.  The Motion carried. Steven Ricks will make the changes to the By-Laws and send out an electronic copy to the group.  Hard copies will be distributed at the next meeting.

The LCAT Logo was decided on. Steven will send Paula an electronic copy. Paula/Jennifer will create letterhead and orientation packets using letterhead.

Discussion was held as to how to create a sense of urgency or “buzz” around the LCAT. We need to get out “the story”, create excitement and create a media campaign for LCAT.

Contacts would include:  Mike Powers from 102.5/Doug Steel from 106.9 and Zac Schultz from the local news network.

Conversation started on a “BEST” campaign where we possibly put up ads, flyers, posters, etc. asking the questions:





Very important discussion and plan was made for the upcoming Public Hearing at City Hall on November 1st at 7:00 PM.  There will be two Ordinances that LCAT is sponsoring: Social Host ordinance and an Alcohol License Demerit ordinance.  It is critical that members in support of the mission of LCAT attend and show support for these two ordinances.

Steven will contact all those who signed on to be a sector representative for LCAT including the new youth pastor who took Blake Severson’s place.  He will encourage them to attend as well as remind them of their commitment to LCAT.  Contact Jennifer at the paper.

Paula will contact the Sheriff’s office, CCC staff, Julia Sherman (already done and she is not able to be there) and other key leaders to try to get their support in being there.

The ordinance is available for inspection by going to the Lodi Clerk.

Meeting adjourned at 7:00 PM

Paula Enger

Project Coordinator

Lodi Community Action Team