Alcohol Misuse (Introduction)

Many social issues, including misuse of alcohol, negatively affect the Australian population. Many community organisations play into reducing misuse of alcohol. The main aim of this research is to shape the issues and ideas that I have for a promotional clip.

Excessive alcohol consumption, including beer, wine, and spirits, is prevalent within the population, but can be dangerous. It can adversely affect individuals’ physical, mental, social as well as cultural well-being if they over indulge. For example, alcohol abuse or addiction can lead to diseases, accidents and disturbances in family life.

Government and social organizations offer many solutions through the development and implementation of national information and education campaigns. Such solutions can reduce the risks and consequences of drinking alcohol in excess. This research paper will discuss problems and solutions for misuse of alcohol in Australian society. 

 

 

Alcohol Misuse (Literature Review)

Alcohol misuse is common in Australia today. While moderate drinking might not pose health hazards, excessive drinking has a number of negative effects. As a result, a number of policy assessments have been developed to evaluate the current drinking “culture” in Australia (Winstanley et al., 2011). In addition, alcohol misuse is one of the main causes of death, illness and injury in Australia (Petrie, 2007).

People who excessively use alcohol are at risk for a number of negative health effects. For example, alcohol misuse can lead to obesity, greater body mass and cancers of the esophagus, kidney, bowel, pancreas and endometrial (Winstanley et al., 2011). In fact, Winstanley and colleagues (2011) suggest that any level of alcohol use is associated with increased risk of cancer. In addition, alcohol consumption negatively affects sleep quality. (Selvan & Williamson, 2012). Therefore, researchers advise that is best to avoid drinking alcohol before going to bed (Selvan & Williamson, 2012). Due to these negative effects, the increased per capita consumption (PCC) of alcohol is worrying, especially in the face of increased attention within the community to these problems (Chikritzhs et al., 2011).

The misuse of alcohol and other drugs has also been associated with harmful effects on the brain (Brown & Kelly, 2012). Alcohol abuse is also linked to impulsivity, aggression and inhibition of social rules, bad judgment and dulling of the senses (Shahid et al., 2013). Additionally, alcohol use is associated with lack of social support, a sense of isolation, suicide attempts, incarceration, family history of mental disorders and substance abuse as well as major medical illnesses such as cancer (Shahid et al., 2013).

Research undertaken across a range of fields, including economics, criminology, and public health, indicate a possible relationship between alcohol availability, alcohol consumption and criminal behaviour such as driving under the influence (DUI) of alcohol (Christopher & Dobkin, 2010). Additionally, Cook and Moore (1993) suggests that increasing beer tax the rate of criminal activity has been shown to decrease.

Researchers have also investigated links among siblings with respect to alcohol (McAndrewr et al., 2010). The results indicated that siblings of the same gender were concordant in their alcohol use; however, siblings of different genders were not similar (McAndrew et al., 2010). This confirms that genetics relationships can play an important role in alcohol-related behaviours (McAndrew et al., 2010). This link might be due to genetics or parenting (McAndrew et al., 2010).

Alcohol consumption in Australia became an important issue in 1991. As a result, a number of taxes have been levied. For example, an excise tax on ready-to-drink spirits (“alcopops tax”) was imposed in 2008 (Chikritzhs et al., 2010). However, these taxes do not appear to have completely alleviated the problem (Chikritzhs et al., 2010). Thus, it is important that policy be informed by accurate data on the issue from Australian society (Chikritzhs et al., 2010).

When considering what these policies might be, it is important to understand the harms that alcohol can have within Australian society. The negative effect of alcohol-related harms to Australian society are considerable, with approximately 75% of adult Australians affected negatively by someone else’s drinking of alcohol (Chikritzhs et al., 2010). These analyses suggest that the health sector is unable to significantly reduce drinking among medium-risk and high-risk drinkers. However, enforcement of liquor licensing rules, policies and injury reduction plans might be solutions (Petrie, 2007).

For many, consuming alcohol is enjoyable within Australian culture. For example, Selvanathan and Selvanathan (2005) concluded that alcohol is important within Australian culture. This suggests that social drinking facilitated the enjoyment of holiday and special events (Inderbitzen, 2010).

Alcohol Misuse (Methodology)

This research focused on reviewing the effects of alcohol misuse. In particular, the work examined the effects of alcohol on society, culture and health. To conduct the research, I employed keyword searches such as alcohol misuse to find books, journals, studies, websites and government papers. I considered when the data was collected and the comparability of the findings regarding alcohol misuse.

 

 

Alcohol misuse (Results)

         There are at least four key factors that must be taken into account when considering the results of this investigation. First, the society must be considered. This includes the government, families, friends and organizations. Second, the effects on mental and physical health must be considered.

Third, the importance of alcohol to social events must be considered, as well as its contribution to culture. Finally, the problems that alcohol use can lead to, including criminal activity, must be evaluated.

Discussion

           Media campaigns can positively affect the public’s attitude towards an issue. For example, television, radio advertisements, YouTube and Facebook can all be influential—especially for youth. Campaigns conducted by the media can have a positive impact on the attitudes of youth and lead them to openly discussion issues and changing their behaviour (Henry 2012).

        Increasing awareness of alcohol-related harm in the community is linked to positive views of alcohol control (Christopher & Dobkin, 2010). Thus, increasing awareness of alcohol-related harm and improved controls for alcohol is required to avoid alcohol misuse (Christopher & Dobkin, 2010).

Alcohol misuse (Conclusion and Implications)

        This research paper discussed the problems and solutions of excessive alcohol consumption among Australians. Additionally, it discussed issues that shaped the ideas for my promotional clip. The paper considered of the physical and mental aspects of alcohol consumption on social issues, culture and health. The research also identified several risks associated with alcohol misuse, such as illness, accidents and the impact of alcohol on children and families.

 The research also highlights the role of not-for-profit organisations in addressing this issue and strategies for minimising the consequences and risks to individuals’ lives. The implications of this work could be of use to community organizations in their efforts to reduce alcohol consumption among excessive users.

Storyboard 1

Storyboard 2

Storyboard 3

Solutions to avoid alcohol damage

         Government and social organizations offer many solutions through the development and implementation of national information and education campaigns. Such solutions can reduce the risks and consequences of drinking alcohol in excess.

          However, enforcement of liquor licensing rules, policies and injury reduction plans might be solutions.

Many community organisations play into reducing misuse of alcohol. 

Treatment: Alcohol Misuse

The alcohol industry established DrinkWise Australia in 2005. It is an independent, not-for-profit organisation that seeks to promote change toward a healthier and safer drinking culture in Australia. This is a good organisation for this promotional clip, which aims to effect generational change in the ways that all Australians consume alcohol. DrinkWise also aims to increase the age at which young Australians are first introduced to alcohol, as evidence emerges that alcohol has a strong impact on developing adolescent brains.

         The clip will begin with young people spending time with friends after college. Jayson, an 18-year-old male, is talking with his three friends Sam, Boniface and Erick. Their conversation centres on the fact that Jayson, the main character, has never drank alcohol. Finally, Jayson agrees to go out on a drinking spree to prove that he is a man.

The next scene shows Jayson and his friends partying at a nightclub. Jayson parts ways with his friends and is shown drinking over the whole night.

In the next scene, Jayson leaves the nightclub and heads home. When he reaches home, he is shown staggering after drinking and deciding to make food. However, he falls asleep due to the effects of alcohol and the house catches on fire. The whole house burns down and he cannot escape. Additionally, the fire spreads to several houses in the neighbourhood, and many lives and much property is lost. 

In the next scene, the camera moves toward Jayson’s grave, showing that he has lost his life.

The screen is then filled with the words ‘Volunteer and capitalise on touching a life and tapping into new opportunities’.

The last part of the clip contains a list of the organisations participating in the volunteer efforts of the DrinkWise Australia. These include:

- Aldi Stores
- Accolade Wines Australia Ltd
- Bacardi Lion Pty Ltd
- Beam Global Australia Pty Ltd
- Brown-Forman Australia Pty Ltd
- Coles Group Ltd
- Coopers Brewery Ltd
- Diageo Australia Ltd
- Carlton United Breweries
- Lion (Lion-Beer, Spirits & Wine Pty Ltd)
- Moet Hennessy Australia Pty Ltd
- Premium Wine Brands Pty Ltd
- Suntory Australia Pty Ltd
- Treasury Wine Estates Ltd
- Woolworths Ltd

Music, animation and effect will be used to help transition from one scene to another, throughout the clip and at its end. It will emphasise the obvious negative effects of consuming too much alcohol by using sad and death music.

Images will be used to help to smoothly transition from one scene to another. Text will be used to help connect the scenes, to help individuals who have hearing disabilities and to attract attention. The text will appear in intensely bright colours that prompt attention. In addition, the text will help the viewer to connect to the flow of the story.