big bowl vote 2019 playbook · 1. read this playbook and put together your big bowl vote plan. 2....
TRANSCRIPT
BIG BOWL VOTE 2019
PLAYBOOK
2
Prevention Action Alliance created the Big Bowl Vote in response to the vast amount of alcohol ads marketing to youth during the Super Bowl Wersquore a nonprofit based in Columbus Ohio thatrsquos dedicated to preventing substance misuse and promoting mental health wellness We work with and are largely funded by state and federal government agencies that are also aligned with that mission
Advertisers are responsible for the content that they create and alcohol advertisers have at best indiscriminately exposed millions of young people to alcohol and contributed to underage drinking At worst these companies have specifically targeted young people with ads designed to make them associate alcohol with fun games and puppies
The Big Bowl Vote and this Playbook help teachers and community advocates shine a light on the unhealthy advertising practices of alcohol companies teach children to critically examine the ads they see and hear and urge communities to reexamine their relationship with alcohol
3
Table of Contents
Get Ready for Kickoff
Flag on the Play Alcohol Targets Youth
Media Literacy Making Sense of Ads
Your Game Plan for Victory
The Big Bowl Vote Survey
Referee the Debate
Extra Point Attempts
Works Cited
4
5
6
7
8
10
11
14
4
Last year 1034 million people watched the Super Bowl including millions of young people who watch the game and ads for chips cars and even alcohol
With millions of young people watching ads for alcohol we have to ask What effect do all these alcohol ads have on those teens
According to the Johns Hopkins Bloomberg School of Health Center on Alcohol Marketing and Youth those ads influence young people to view alcohol more favorably and to drink more of it
Alcohol companies know this Thatrsquos why they spend tens of millions of dollars per year advertising their products especially on sports TV The ads we watch during the Super Bowl contribute to underage drinking throughout the country
The Big Bowl Vote raises awareness about unscrupulous advertising and calls on parents teachers and communities to discuss media literacy with their young people
This year wersquore bringing back the Big Bowl Vote and creating resources to enhance media literacy to help parents teachers and communities prepare youth to thrive in a world where companies advertise addictive age-restricted products to them
Wersquore making the survey easier to administer and tally and wersquore expanding the questions to get students thinking about how advertising influences them and measure how media literate they are
This Big Bowl Vote Playbook includes everything you need to administer your survey start important conversations around media literacy raise awareness about alcoholrsquos youth appeal and support underage drinking prevention in your community
Get Ready for Kickoff
By teaching our kids to analyze ads and how they affect us we can reduce the impact they have on our young people and reduce underage and binge drinking
5
Youth today see an average of 23 alcohol-related ads per month Those ads make alcohol appear less dangerous and more glamorous to young people In turn this increases underage drinking
Alcohol companies know that if they can attract customers younger theyrsquoll have customers for longer which will improve the companyrsquos revenue and profitability Thatrsquos why they advertise so heavily in college sports games on social media and in other media forms that attract younger consumers
Take for instance Texas AampM University professor Adam Barryrsquos findings that alcohol companies were ignoring their obligations to prevent young people from accessing restricted content
Social media is just one area where alcohol companies advertise to youth According to research published in the Journal of Public Health Policy alcohol companies have increased ad exposure among people aged 18 to 20 more than any other age group In particular alcohol companies advertise to young people with alcopops sugary drinks popular with underage drinkers
Flag on the Play Alcohol Targets Youth
ldquoWhat we found was pretty staggering This shows us that the industry is violating their self-regulated advertising policies for social media It also means that we may not have an accurate estimate of the exposure youth have to alcohol advertising This is important because exposure impacts whether someone will start drinking and the quantity consumed if they are already a drinkerrdquo
mdashProfessor Adam Barry Texas AampM University
6
In addition to advertising by targeting youth-centered media alcohol companies frequently appeal to youth through their messaging
In one analysis the National Institute on Drug Abuse dissected a 2011 Super Bowl ad that showed how ldquomovie star Adrien Brody serenades a roomful of women with a romantic tunemdashonly for the
ladies to find out that hersquos actually singing to a glass of beerrdquo The message is that alcohol is romantic Alcohol ads also use humor to draw in younger viewers and portray alcohol as a fun harmless and lighthearted activity
Stopping alcohol companies from marketing to youth would be difficult given that the alcohol industry has hundreds of millions of dollars at its disposal We need to advocate for appropriate limits to alcohol advertising in our communities and we need to build the tools of our young people to know when someone is trying to sell them something and how to protect themselves from marketing manipulation
Media literacy is ldquothe ability to access analyze evaluate and create media in a variety of formsrdquo according to the Center for Media Literacy Instead of seeking to protect young people from advertisements by sheltering them it teaches them to analyze critique and be aware of the influence of the media
Not only is increasing media literacy a promising strategy for promoting health among young people by reducing harmful behaviors it also creates a launching point for advocacy campaigns to get advertisers to change their behavior too
Media Literacy Making Sense of Ads
In an editorial published by the Journal of Adolescent Health Dr Jane Brown argues that media ldquoserve as a kind of super peer for young people glamorizing and normalizing often unhealthy behaviorrdquo She urges us to teach young people how to critically examine advertising and media just like we teach them to analyze literature
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
2
Prevention Action Alliance created the Big Bowl Vote in response to the vast amount of alcohol ads marketing to youth during the Super Bowl Wersquore a nonprofit based in Columbus Ohio thatrsquos dedicated to preventing substance misuse and promoting mental health wellness We work with and are largely funded by state and federal government agencies that are also aligned with that mission
Advertisers are responsible for the content that they create and alcohol advertisers have at best indiscriminately exposed millions of young people to alcohol and contributed to underage drinking At worst these companies have specifically targeted young people with ads designed to make them associate alcohol with fun games and puppies
The Big Bowl Vote and this Playbook help teachers and community advocates shine a light on the unhealthy advertising practices of alcohol companies teach children to critically examine the ads they see and hear and urge communities to reexamine their relationship with alcohol
3
Table of Contents
Get Ready for Kickoff
Flag on the Play Alcohol Targets Youth
Media Literacy Making Sense of Ads
Your Game Plan for Victory
The Big Bowl Vote Survey
Referee the Debate
Extra Point Attempts
Works Cited
4
5
6
7
8
10
11
14
4
Last year 1034 million people watched the Super Bowl including millions of young people who watch the game and ads for chips cars and even alcohol
With millions of young people watching ads for alcohol we have to ask What effect do all these alcohol ads have on those teens
According to the Johns Hopkins Bloomberg School of Health Center on Alcohol Marketing and Youth those ads influence young people to view alcohol more favorably and to drink more of it
Alcohol companies know this Thatrsquos why they spend tens of millions of dollars per year advertising their products especially on sports TV The ads we watch during the Super Bowl contribute to underage drinking throughout the country
The Big Bowl Vote raises awareness about unscrupulous advertising and calls on parents teachers and communities to discuss media literacy with their young people
This year wersquore bringing back the Big Bowl Vote and creating resources to enhance media literacy to help parents teachers and communities prepare youth to thrive in a world where companies advertise addictive age-restricted products to them
Wersquore making the survey easier to administer and tally and wersquore expanding the questions to get students thinking about how advertising influences them and measure how media literate they are
This Big Bowl Vote Playbook includes everything you need to administer your survey start important conversations around media literacy raise awareness about alcoholrsquos youth appeal and support underage drinking prevention in your community
Get Ready for Kickoff
By teaching our kids to analyze ads and how they affect us we can reduce the impact they have on our young people and reduce underage and binge drinking
5
Youth today see an average of 23 alcohol-related ads per month Those ads make alcohol appear less dangerous and more glamorous to young people In turn this increases underage drinking
Alcohol companies know that if they can attract customers younger theyrsquoll have customers for longer which will improve the companyrsquos revenue and profitability Thatrsquos why they advertise so heavily in college sports games on social media and in other media forms that attract younger consumers
Take for instance Texas AampM University professor Adam Barryrsquos findings that alcohol companies were ignoring their obligations to prevent young people from accessing restricted content
Social media is just one area where alcohol companies advertise to youth According to research published in the Journal of Public Health Policy alcohol companies have increased ad exposure among people aged 18 to 20 more than any other age group In particular alcohol companies advertise to young people with alcopops sugary drinks popular with underage drinkers
Flag on the Play Alcohol Targets Youth
ldquoWhat we found was pretty staggering This shows us that the industry is violating their self-regulated advertising policies for social media It also means that we may not have an accurate estimate of the exposure youth have to alcohol advertising This is important because exposure impacts whether someone will start drinking and the quantity consumed if they are already a drinkerrdquo
mdashProfessor Adam Barry Texas AampM University
6
In addition to advertising by targeting youth-centered media alcohol companies frequently appeal to youth through their messaging
In one analysis the National Institute on Drug Abuse dissected a 2011 Super Bowl ad that showed how ldquomovie star Adrien Brody serenades a roomful of women with a romantic tunemdashonly for the
ladies to find out that hersquos actually singing to a glass of beerrdquo The message is that alcohol is romantic Alcohol ads also use humor to draw in younger viewers and portray alcohol as a fun harmless and lighthearted activity
Stopping alcohol companies from marketing to youth would be difficult given that the alcohol industry has hundreds of millions of dollars at its disposal We need to advocate for appropriate limits to alcohol advertising in our communities and we need to build the tools of our young people to know when someone is trying to sell them something and how to protect themselves from marketing manipulation
Media literacy is ldquothe ability to access analyze evaluate and create media in a variety of formsrdquo according to the Center for Media Literacy Instead of seeking to protect young people from advertisements by sheltering them it teaches them to analyze critique and be aware of the influence of the media
Not only is increasing media literacy a promising strategy for promoting health among young people by reducing harmful behaviors it also creates a launching point for advocacy campaigns to get advertisers to change their behavior too
Media Literacy Making Sense of Ads
In an editorial published by the Journal of Adolescent Health Dr Jane Brown argues that media ldquoserve as a kind of super peer for young people glamorizing and normalizing often unhealthy behaviorrdquo She urges us to teach young people how to critically examine advertising and media just like we teach them to analyze literature
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
3
Table of Contents
Get Ready for Kickoff
Flag on the Play Alcohol Targets Youth
Media Literacy Making Sense of Ads
Your Game Plan for Victory
The Big Bowl Vote Survey
Referee the Debate
Extra Point Attempts
Works Cited
4
5
6
7
8
10
11
14
4
Last year 1034 million people watched the Super Bowl including millions of young people who watch the game and ads for chips cars and even alcohol
With millions of young people watching ads for alcohol we have to ask What effect do all these alcohol ads have on those teens
According to the Johns Hopkins Bloomberg School of Health Center on Alcohol Marketing and Youth those ads influence young people to view alcohol more favorably and to drink more of it
Alcohol companies know this Thatrsquos why they spend tens of millions of dollars per year advertising their products especially on sports TV The ads we watch during the Super Bowl contribute to underage drinking throughout the country
The Big Bowl Vote raises awareness about unscrupulous advertising and calls on parents teachers and communities to discuss media literacy with their young people
This year wersquore bringing back the Big Bowl Vote and creating resources to enhance media literacy to help parents teachers and communities prepare youth to thrive in a world where companies advertise addictive age-restricted products to them
Wersquore making the survey easier to administer and tally and wersquore expanding the questions to get students thinking about how advertising influences them and measure how media literate they are
This Big Bowl Vote Playbook includes everything you need to administer your survey start important conversations around media literacy raise awareness about alcoholrsquos youth appeal and support underage drinking prevention in your community
Get Ready for Kickoff
By teaching our kids to analyze ads and how they affect us we can reduce the impact they have on our young people and reduce underage and binge drinking
5
Youth today see an average of 23 alcohol-related ads per month Those ads make alcohol appear less dangerous and more glamorous to young people In turn this increases underage drinking
Alcohol companies know that if they can attract customers younger theyrsquoll have customers for longer which will improve the companyrsquos revenue and profitability Thatrsquos why they advertise so heavily in college sports games on social media and in other media forms that attract younger consumers
Take for instance Texas AampM University professor Adam Barryrsquos findings that alcohol companies were ignoring their obligations to prevent young people from accessing restricted content
Social media is just one area where alcohol companies advertise to youth According to research published in the Journal of Public Health Policy alcohol companies have increased ad exposure among people aged 18 to 20 more than any other age group In particular alcohol companies advertise to young people with alcopops sugary drinks popular with underage drinkers
Flag on the Play Alcohol Targets Youth
ldquoWhat we found was pretty staggering This shows us that the industry is violating their self-regulated advertising policies for social media It also means that we may not have an accurate estimate of the exposure youth have to alcohol advertising This is important because exposure impacts whether someone will start drinking and the quantity consumed if they are already a drinkerrdquo
mdashProfessor Adam Barry Texas AampM University
6
In addition to advertising by targeting youth-centered media alcohol companies frequently appeal to youth through their messaging
In one analysis the National Institute on Drug Abuse dissected a 2011 Super Bowl ad that showed how ldquomovie star Adrien Brody serenades a roomful of women with a romantic tunemdashonly for the
ladies to find out that hersquos actually singing to a glass of beerrdquo The message is that alcohol is romantic Alcohol ads also use humor to draw in younger viewers and portray alcohol as a fun harmless and lighthearted activity
Stopping alcohol companies from marketing to youth would be difficult given that the alcohol industry has hundreds of millions of dollars at its disposal We need to advocate for appropriate limits to alcohol advertising in our communities and we need to build the tools of our young people to know when someone is trying to sell them something and how to protect themselves from marketing manipulation
Media literacy is ldquothe ability to access analyze evaluate and create media in a variety of formsrdquo according to the Center for Media Literacy Instead of seeking to protect young people from advertisements by sheltering them it teaches them to analyze critique and be aware of the influence of the media
Not only is increasing media literacy a promising strategy for promoting health among young people by reducing harmful behaviors it also creates a launching point for advocacy campaigns to get advertisers to change their behavior too
Media Literacy Making Sense of Ads
In an editorial published by the Journal of Adolescent Health Dr Jane Brown argues that media ldquoserve as a kind of super peer for young people glamorizing and normalizing often unhealthy behaviorrdquo She urges us to teach young people how to critically examine advertising and media just like we teach them to analyze literature
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
4
Last year 1034 million people watched the Super Bowl including millions of young people who watch the game and ads for chips cars and even alcohol
With millions of young people watching ads for alcohol we have to ask What effect do all these alcohol ads have on those teens
According to the Johns Hopkins Bloomberg School of Health Center on Alcohol Marketing and Youth those ads influence young people to view alcohol more favorably and to drink more of it
Alcohol companies know this Thatrsquos why they spend tens of millions of dollars per year advertising their products especially on sports TV The ads we watch during the Super Bowl contribute to underage drinking throughout the country
The Big Bowl Vote raises awareness about unscrupulous advertising and calls on parents teachers and communities to discuss media literacy with their young people
This year wersquore bringing back the Big Bowl Vote and creating resources to enhance media literacy to help parents teachers and communities prepare youth to thrive in a world where companies advertise addictive age-restricted products to them
Wersquore making the survey easier to administer and tally and wersquore expanding the questions to get students thinking about how advertising influences them and measure how media literate they are
This Big Bowl Vote Playbook includes everything you need to administer your survey start important conversations around media literacy raise awareness about alcoholrsquos youth appeal and support underage drinking prevention in your community
Get Ready for Kickoff
By teaching our kids to analyze ads and how they affect us we can reduce the impact they have on our young people and reduce underage and binge drinking
5
Youth today see an average of 23 alcohol-related ads per month Those ads make alcohol appear less dangerous and more glamorous to young people In turn this increases underage drinking
Alcohol companies know that if they can attract customers younger theyrsquoll have customers for longer which will improve the companyrsquos revenue and profitability Thatrsquos why they advertise so heavily in college sports games on social media and in other media forms that attract younger consumers
Take for instance Texas AampM University professor Adam Barryrsquos findings that alcohol companies were ignoring their obligations to prevent young people from accessing restricted content
Social media is just one area where alcohol companies advertise to youth According to research published in the Journal of Public Health Policy alcohol companies have increased ad exposure among people aged 18 to 20 more than any other age group In particular alcohol companies advertise to young people with alcopops sugary drinks popular with underage drinkers
Flag on the Play Alcohol Targets Youth
ldquoWhat we found was pretty staggering This shows us that the industry is violating their self-regulated advertising policies for social media It also means that we may not have an accurate estimate of the exposure youth have to alcohol advertising This is important because exposure impacts whether someone will start drinking and the quantity consumed if they are already a drinkerrdquo
mdashProfessor Adam Barry Texas AampM University
6
In addition to advertising by targeting youth-centered media alcohol companies frequently appeal to youth through their messaging
In one analysis the National Institute on Drug Abuse dissected a 2011 Super Bowl ad that showed how ldquomovie star Adrien Brody serenades a roomful of women with a romantic tunemdashonly for the
ladies to find out that hersquos actually singing to a glass of beerrdquo The message is that alcohol is romantic Alcohol ads also use humor to draw in younger viewers and portray alcohol as a fun harmless and lighthearted activity
Stopping alcohol companies from marketing to youth would be difficult given that the alcohol industry has hundreds of millions of dollars at its disposal We need to advocate for appropriate limits to alcohol advertising in our communities and we need to build the tools of our young people to know when someone is trying to sell them something and how to protect themselves from marketing manipulation
Media literacy is ldquothe ability to access analyze evaluate and create media in a variety of formsrdquo according to the Center for Media Literacy Instead of seeking to protect young people from advertisements by sheltering them it teaches them to analyze critique and be aware of the influence of the media
Not only is increasing media literacy a promising strategy for promoting health among young people by reducing harmful behaviors it also creates a launching point for advocacy campaigns to get advertisers to change their behavior too
Media Literacy Making Sense of Ads
In an editorial published by the Journal of Adolescent Health Dr Jane Brown argues that media ldquoserve as a kind of super peer for young people glamorizing and normalizing often unhealthy behaviorrdquo She urges us to teach young people how to critically examine advertising and media just like we teach them to analyze literature
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
5
Youth today see an average of 23 alcohol-related ads per month Those ads make alcohol appear less dangerous and more glamorous to young people In turn this increases underage drinking
Alcohol companies know that if they can attract customers younger theyrsquoll have customers for longer which will improve the companyrsquos revenue and profitability Thatrsquos why they advertise so heavily in college sports games on social media and in other media forms that attract younger consumers
Take for instance Texas AampM University professor Adam Barryrsquos findings that alcohol companies were ignoring their obligations to prevent young people from accessing restricted content
Social media is just one area where alcohol companies advertise to youth According to research published in the Journal of Public Health Policy alcohol companies have increased ad exposure among people aged 18 to 20 more than any other age group In particular alcohol companies advertise to young people with alcopops sugary drinks popular with underage drinkers
Flag on the Play Alcohol Targets Youth
ldquoWhat we found was pretty staggering This shows us that the industry is violating their self-regulated advertising policies for social media It also means that we may not have an accurate estimate of the exposure youth have to alcohol advertising This is important because exposure impacts whether someone will start drinking and the quantity consumed if they are already a drinkerrdquo
mdashProfessor Adam Barry Texas AampM University
6
In addition to advertising by targeting youth-centered media alcohol companies frequently appeal to youth through their messaging
In one analysis the National Institute on Drug Abuse dissected a 2011 Super Bowl ad that showed how ldquomovie star Adrien Brody serenades a roomful of women with a romantic tunemdashonly for the
ladies to find out that hersquos actually singing to a glass of beerrdquo The message is that alcohol is romantic Alcohol ads also use humor to draw in younger viewers and portray alcohol as a fun harmless and lighthearted activity
Stopping alcohol companies from marketing to youth would be difficult given that the alcohol industry has hundreds of millions of dollars at its disposal We need to advocate for appropriate limits to alcohol advertising in our communities and we need to build the tools of our young people to know when someone is trying to sell them something and how to protect themselves from marketing manipulation
Media literacy is ldquothe ability to access analyze evaluate and create media in a variety of formsrdquo according to the Center for Media Literacy Instead of seeking to protect young people from advertisements by sheltering them it teaches them to analyze critique and be aware of the influence of the media
Not only is increasing media literacy a promising strategy for promoting health among young people by reducing harmful behaviors it also creates a launching point for advocacy campaigns to get advertisers to change their behavior too
Media Literacy Making Sense of Ads
In an editorial published by the Journal of Adolescent Health Dr Jane Brown argues that media ldquoserve as a kind of super peer for young people glamorizing and normalizing often unhealthy behaviorrdquo She urges us to teach young people how to critically examine advertising and media just like we teach them to analyze literature
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
6
In addition to advertising by targeting youth-centered media alcohol companies frequently appeal to youth through their messaging
In one analysis the National Institute on Drug Abuse dissected a 2011 Super Bowl ad that showed how ldquomovie star Adrien Brody serenades a roomful of women with a romantic tunemdashonly for the
ladies to find out that hersquos actually singing to a glass of beerrdquo The message is that alcohol is romantic Alcohol ads also use humor to draw in younger viewers and portray alcohol as a fun harmless and lighthearted activity
Stopping alcohol companies from marketing to youth would be difficult given that the alcohol industry has hundreds of millions of dollars at its disposal We need to advocate for appropriate limits to alcohol advertising in our communities and we need to build the tools of our young people to know when someone is trying to sell them something and how to protect themselves from marketing manipulation
Media literacy is ldquothe ability to access analyze evaluate and create media in a variety of formsrdquo according to the Center for Media Literacy Instead of seeking to protect young people from advertisements by sheltering them it teaches them to analyze critique and be aware of the influence of the media
Not only is increasing media literacy a promising strategy for promoting health among young people by reducing harmful behaviors it also creates a launching point for advocacy campaigns to get advertisers to change their behavior too
Media Literacy Making Sense of Ads
In an editorial published by the Journal of Adolescent Health Dr Jane Brown argues that media ldquoserve as a kind of super peer for young people glamorizing and normalizing often unhealthy behaviorrdquo She urges us to teach young people how to critically examine advertising and media just like we teach them to analyze literature
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
7
Taking part in the Big Bowl Vote is easy
1 Read this Playbook and put together your Big Bowl Vote plan
2 Watch the Super Bowl on Sunday February 3
3 Administer the Big Bowl Vote survey on Monday February 4
4 If yoursquore using printed surveys follow the instructions below and email your results to bbvpreventionactionallianceorg by the end of Tuesday February 5
You can administer the survey by printing the survey form for each student who takes it or by having your students take a Google Forms survey
Big Bowl Vote 2019 Checklist
Ͻ Watch the Super Bowl taking note of which ads appear especially those which promote alcohol use
Ͻ Plan how yoursquoll discuss those ads with your young people
Ͻ If yoursquore using printed surveys distribute the survey on the next page of this Playbook and on our website at preventionactionallianceorgbbv-survey to your students collect them when done and use the BBV Survey Collector to send us your results or email the scanned surveys to bbvpreventionactionallianceorg Consider analyzing an ad and what message it was sending and what message the young people received Tally your results A sample tally form can be found at preventionactionallianceorgbbv and in this Playbook Email your results by the end of Tuesday February 5 to bbvpreventionactionallianceorg
Ͻ If yoursquore using the Google Forms survey have your students fill out the survey at preventionactionallianceorgsurvey
Ͻ Wait for the nationwide survey results to be compiled If you opted in to be included in the press release it will be sent to the email address you provided to us no later than Wednesday February 6 5 pm EST and posted online at preventionactionallianceorgnews Your local survey results will also be included in an email sent to you The nationwide results will be posted at preventionactionallianceorgbbv
Your Game Plan for Victory
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
8
A printer-friendly version of this survey without the background elements can be found at preventionactionallianceorgbbv-survey
Thank you for participating in the Big Bowl Vote Please fill out the following survey about commercials you may have seen during the Super Bowl
Grade ____________ Teacher __________________________________________
School _______________________________________________________________
City ____________________________ State ______________________
1 Did you watch the Super Bowl ____ Yes _____ No
2 Which parts of the game did you watch
____ Pre-game coverage ____ First quarter
____ Second quarter ____ Half time
____ Third quarter ____ Fourth quarter
____ Post-game coverage ____ Just the ads
3 Name as many brands as you can remember being advertised in last nightrsquos Super Bowl commercials (ie Ford Sunny D Crest etc)
4 Which Super Bowl ads were your favorite (name up to three)
The Big Bowl Vote Survey
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
9
5 What did you like about your favorite ads (select all that apply)
____ It was funny ____ I liked the music
____ I liked the story it told ____ I liked the special effects
____ I liked the celebrity it featured ____ I liked the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
6 How many alcohol-related ads do you remember seeing
____ 1 ____ 2
____ 3 ____ 4
____ 5 ____ 6 or more
7 What did the alcohol-related ads do to make you remember them (select all that apply)
____ They were funny ____ I liked their music
____ I liked the story they told ____ I liked their special effects
____ I liked the celebrity they featured ____ Someone I know likes the brandproduct
Other ________________________________________________________________
______________________________________________________________________
______________________________________________________________________
8 Who do you think the alcohol-related ads were trying to reach with their ad (include age gender raceethnicity)
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
10
After the survey has been administered your students are ready to discuss how the ads they saw on the Super Bowl appealed to them Try to foster an open discussion among your students about the techniques images and sounds used to make the products they saw more attractive If they need help get their thoughts flowing by bringing up a popular ad they saw and asking these questions
1 How do you think the people who created this ad chose to use this music What about the images that you see
2 Is the ad funny or silly Would an ad for a bank use humor What message does that send to you about this product
3 Ads for banking services usually feature working age adults who are buying a home starting a business or pursuing a life dream What kind of person did this ad depict What does this choice tell you about the advertisersrsquo intent
4 A lot of ads for banks want you to take out a loan or open an account What action does this ad want you to take How does the ad try to make you want to take that action What case does it make
5 How might someone older than you or someone from a different background than you interpret this ad Did the advertiser do this on purpose Why
Referee the Debate
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
11
Extra Point Attempts
The Big Bowl Vote was created to give teachers parents and others who work with youth a launching point to talk about media literacy with their young people raise awareness about alcohol marketing to youth and advocate for responsible advertising practices Below are some tips for using the Big Bowl Vote as a teachable moment in an ongoing campaign to raise awareness about and improve media literacy
Improve Media LiteracyAny classroom assignment that requires students to do researchmdashon the Internet in magazines or newspapers or at homemdashis an opportunity to incorporate media literacy lessons into school curriculum The key is to incorporate media literacy into your lesson plans rather than teaching it in isolation When youth are working on a history project talk to them about good media literacy techniques such as using unbiased sources comparing sources and examining sources for implicit bias
Here are some tips for incorporating media literacy into your lessons
bull Donrsquot isolate media literacymdashincorporate itbull Use media literacy to reinforce your existing teaching objectivesbull Take advantage of teachable moments in the classroom in feedback on
homework assignments and in societybull Analyze sources with your students for validity and credibilitybull Comparecontrast various media sourcesbull Evaluate the sender message medium receiver and contextbull Create social or other media in your classes
As an example consider the ad for Heineken beer that ran in the September 8 2002 edition of Sports Illustrated
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
12
The ad features an image of a Nintendo Gamecube controller with two Heineken beers taped to the handles paired with the text ldquoItrsquos Game Day Add two more features to your controllerrdquo The ad then encourages people to enter Heinekenrsquos sweepstakes to win a Nintendo Gamecube
Deconstructing this ad itrsquos obvious that the sender is Heineken and Nintendo Sports Illustrated is popular with men and women but they tend to be younger than the general population So we can reasonably conclude that they wanted to reach fairly young readers The message indicates that they wanted to conflate having fun (playing video games) with drinking alcohol Since video gaming is a fun activity enjoyed by large numbers of youth this message likely appeals to them and it was distributed in a form of media they may have read
The bottom line This ad associates Heineken with video games and it tells young people Heineken is fun and theyrsquoll probably like it because video games are fun
Engage the MediaEngaging the media is an effective way to raise awareness about the practices of those who advertise alcohol An easy way to do that is to take the customizable Big Bowl Vote press release that will be released on Wednesday February 6 and highlight your local statistics in them Add to that what your organization or community is or should be doing to address the problem and yoursquore good to go That press release will be posted to preventionactionalliance
orgbbv after the results are tallied
You can also choose to host a press conference inviting the media to a presentation unveiling the results and providing context for reporters Hosting a press conference is a great way to engage youth leaders in your community by having them speak about what theyrsquore doing as young people to lead and empower their peers
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
Alternatively you can use the media literacy tip sheet above and at preventionactionallianceorgbbv to write a press release that focuses on how young people can be smarter consumers of media
A letter to the editor is another tool Itrsquos especially effective as part of a larger advocacy campaign to effect local change A customizable letter to the editor focusing on how communities should show restraint in allowing alcohol sponsorships of school and youth events can be found at preventionactionallianceorgbbv
Please email bbvpreventionactionallianceorg if your local media report on your participation in the Big Bowl Vote for possible inclusion on our website and social media
Get Monthly Prevention NewsPrevention Action Alliance offers a monthly newsletter with the latest news about prevention our agency and programs and initiatives like the Big Bowl Vote
PAA newsletters cover such topics as how JUUL attracts and targets youth conference and advocacy opportunities provided by PAA training sessions offered by PAA grant announcements and other chances to get your work funded and the latest trends in prevention
To sign up to receive this newsletter visit preventionactionallianceorgsign-up Your data will never be sold and you can unsubscribe at any time by clicking the link to unsubscribe in the bottom of each email
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
14
Works Cited
Center for Media Literacy Media Literacy A Definition and More httpswwwmedialitorgmedia-literacy-definition-and-more
Center on Alcohol Marketing and Youth Alcohol Advertising and Youth httpwwwcamyorgresourcesfact-sheetsalcohol-advertising-and-youth
Journal of Adolescent Health Media Literacy Has Potential to Improve Adolescentsrsquo Health httpswwwjahonlineorgarticleS1054-139X(06)00277-1fulltext
Journal of Public Health Policy Evidence of Underage Targeting of Alcohol Advertising on Television in the United States Lessons from the Lockyer v Reynolds Decisions httpswwwncbinlmnihgovpmcarticlesPMC4842938
National Institute on Drug Abuse for Teens Truth in Advertising Super Bowl Alcohol Commercials httpsteensdrugabusegovblogposttruth-advertising-super-bowl-alcohol-commercials
Texas AampM Today Alcohol Companies Directly Marketing to Youth on Social Media httpstodaytamuedu20160114youth-directly-marketed-alcohol-through-social-media
Variety TV Ratings Super Bowl LII Slips 7 from 2017 to 1034 Million Viewers httpsvarietycom2018tvnewssuper-bowl-lii-ratings-1202687239
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
The Big Bowl Vote is an initiative of Prevention Action Alliance
Prevention Action Alliance is a 501(c)3 nonprofit in Columbus Ohio that is dedicated to leading healthy communities in the prevention of substance misuse and the promotion of mental health wellness
Learn more about Prevention Action Alliance at preventionactionallianceorg
