#620
Date: Fri, 7 Jun 2002 09:14:36 -0500
From: "Mark J. Kittleson, Ph.D., FAAHB" <kittle@SIU.EDU>
Subject: MITS Monitoring
**
** Become Part of the Solution-AAHE
** http://www.aahperd.org/aahe/template.cfm
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Been asked by Larry to pass this onto the HEDIR.
>From: "Larry Olsen" <lolsen@nmsu.edu>
>To: "Mark Kittleson" <kittle@siu.edu>
>Subject: MITS Monitoring
>Date: Fri, 7 Jun 2002 07:25:47 -0600
>X-Mailer: Microsoft Outlook IMO, Build 9.0.2416 (9.0.2910.0)
>Importance: Normal
>
>Mark:
>Can you post this on the HEDIR?
>Larry
>
>
>We would appreciate any information from any state currently monitoring its
>Medicaid In the Schools Program and has developed a protocol for doing so.
>New Mexico will begin monitoring the expenditures of Public School
>Districts' MITS programs next school year and would like to converse with
>other states who are currently, or who will be implementing a similar
>practice.
>
>Please respond directly to:
>
>Louella Gonzales Buchanan Ed.D.
>NM Department of Education
>505.827.1864
>lbuchanan@sde.state.nm.us
Mark J. Kittleson, PhD, FAAHB
Professor, Health Education
Graduate Director, Health Education & Recreation
Home Page: www.kittle.siu.edu
The HEDIR Home Page: www.hedir.org
The IEJHE: www.iejhe.org
------------------------------
#621
Date: Fri, 7 Jun 2002 10:36:35 -0400
From: Lea Olsen <LOlsen@CI.MILFORD.CT.US>
Subject: Safe Cookout Brochures
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Hello,
Does anyone know of any agencies that provide free bulk information
(brochures, pamphlets) on cookout tips to reduce foodborne illness, fires,
etc.? Please email to lolsen@ci.milford.ct.us.
Thanks,
Lea Olsen, CHES
Community Health Education
Milford Health Department
82 New Haven Avenue
Milford, CT 06460
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#622
Date: Fri, 7 Jun 2002 10:22:24 -0700
From: Heather Clark <prccoord@PRC7.ORG>
Subject: Information on alcohol & the media
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For your information...
Heather Clark
Prevention Resource Center
Region 7 Coordinator
405 West 28th Street
Bryan, TX 77803
(979)823-6496 or
1-888-PRC-TEXX
*****************************************************************
Date: Wed, 5 Jun 2002 08:17:24 -0400
From: "HigherEdCtr" <higheredctr@edc.org>
Subject: HEC/News: 'Beer Games' a network headache
'Beer Games' a network headache
FX summer show featuring chugging is already controversial
THE WALL STREET JOURNAL May 31, 2002
By Suzanne Vranica
May 31 - A trio of savvy sin marketers are backing a new TV show that
assures them prime on-air exposure but which also promises to arouse the
fury of antialcohol advocacy groups.
NEXT MONTH, News Corp.'s FX cable-TV network is expected to broadcast a
one-hour special called the "World Beer Games." The program, which first
broadcasts at 10:30 p.m. June 8, features teams of young men and women from
around the world competing for the title of "world's best beer nation" and
a silver-plated beer-keg trophy.
Intent on attracting that hard-to-reach young male audience, the show,
sponsored by Interbrew, Beer.com, and Hooters of Canada, is jam packed with
lowbrow humor. During one scene, voluptuous cheerleaders - decked out in
sparkling pastel short outfits - demonstrate the beer chug and, little
surprise here, end up with very wet shirts. In the pint curl, which
involves teams sliding three 20-ounce glasses with 16 ounces of beer down a
long bar, one brunette misinterprets the rules and ends up sliding her
entire body down the bar.
"World Beer Games" features 16 teams from around the world, including
Greece, Ireland, the Philippines and the Dominican Republic. During a
pint-chug event, contestants including burly men and a young woman from
Portugal are timed on how long it takes for them to drink 16 ounces of beer
- - no dribbling allowed. A separate competition, the boat race, involves
four team members who drink eight ounces of beer in a relay-race format.
'BRINGING BEER CULTURES TOGETHER'
The advertisers say they think the effort will help them break through the
clutter of network commercials. "I like to see us as promoters of our own
brand and promoters of the whole beer category," says Nigel Miller,
director of public relations for Interbrew's Labatt. "World Beer Games was
a nice fit in bringing beer cultures together."
Although the program hasn't yet aired, it has already riled some people
concerned about alcohol consumption. "Glorifying beer drinking is just
another example of irresponsible marketing and promotion of beer
consummation," says George A. Hacker, director of the Alcohol Project at
the Center for Science in the Public Interest in Washington, D.C. "People
have been working for years to eliminate high-risk drinking practices and
portraying beer drinking as the main event seriously misplaces the product
in our culture."
Joseph Califano, chairman of the National Center on Addiction and Substance
Abuse at Columbia University, New York, says the World Beer Games "is
exactly the kind of thing that raises the need to re-examine the limits
that should be placed on beer advertising on TV." Mr. Califano, who was
secretary of Health, Education and Welfare in the Carter Administration,
says the show is dangerous because it glamorizes the drinking of beer.
TV historians say the tough ad market, coupled with the proliferation of
cable stations, has caused some to push the boundaries of good taste. "If
you are kid in a classroom with 10 other children and need the teacher's
attention you raised your hand," says Prof. Robert Thompson, director for
the Center for the Study of Popular Television at Syracuse University. "But
if you are in the classroom with 500 other children you may have to jump up
on the table, drop your pants and say a naughty word."
Prof. Thompson says the advent of hundreds of channels has created a
similar mood among TV executives, forcing them to present more-provocative
programming to attract viewers and advertisers. "There will be no confusing
this with Masterpiece Theatre," he says.
'MATURE AUDIENCE' RATING
"There have been plenty of TV shows about beer. ... This is probably no
different from what you see on MTV's spring break," says John Solberg a
spokesman for FX. The program will carry a "Mature Audience" rating.
"World Beer Games" was conceived and produced by Aidan Tracey, the former
general manager of Beer.com, a beer-enthusiast Web site owned by Belgian
brewer Interbrew. Mr. Tracey has passed along some of the estimated
$500,000 in production expenses to advertisers such as Interbrew, Beer.com
and Hooters, the causal dinning chain known for its skimpily dressed
waitresses. In return, the trio received commercial time, sponsorship
rights and product placements.
During the opening ceremony, for example, a line of Hooters waitresses in
full Hooters regalia - tight T-shirts and orange hot pants - are shown
holding trays of greasy chicken wings. As the show opens, a Polish
competitor swipes a wing, prompting the announcer to describe him as a
"Happy Hooters wing eater."
Beer.com, a Web site that offers visitors snapshots of scantily dressed
"beer girls" and links to sites for Interbrew and other beer brands, also
will enjoy a star turn. Trivia questions asked during the program say
"powered by Beer.com." During the broadcast, Interbrew also will run nine
commercials highlighting brands such as Labatt Blue and Rolling Rock.
Interbrew purchased the commercial time from Mr. Tracey, who was given half
the ad inventory in return for providing the show to FX. In one
good-natured segment a South Korean team is shown competing in regional
beer trials held in South Korea. Team members wear T-shirts bearing the OB
brand, an Interbrew beer sold in South Korea.
LIGHT ON PRODUCT PLACEMENT?
Those who helped create the "World's Beer Games" insist it is relatively
light on product placement. "We did not want the show to come across as an
Interbrew infomercial," say Stuart McLean, co-founder of Bedell McLean
Branded Entertainment, the Los Angeles start-up that worked with Mr. Tracey
to package the program for advertisers.
Big marketers involved in creating content is a growing trend on Madison
Avenue. Still, this show is a unique twist on blurring the line between
advertising and content. Unlike most marketer-driven shows, typically
loaded with product placements, this program simply promotes the entire
beer category. TV experts point out the promotional aspects are much more
subtle this way. "Its interesting and an insidious way" of getting a
message out, says Syracuse's Prof. Thompson.
To preempt any criticism about contestants' overconsumption of alcohol, the
program has limited each contestant to four pints of beer a day. Moreover,
of the show's six events, four don't even involve consumption of alcohol.
"The show is about celebrating beer culture and the fun of beer," says Mr.
Tracey. A warning against drinking and driving is also given on-air by the
show's commentators.
People close to the network say that because Interbrew will be the sole
beer advertiser, efforts to sell commercial time have been hurt because
they can't sell ad space to other beer companies.
Despite such complications, Mr. Tracey already is plotting next year's
games. One of his responsibilities will be to lure a reclining chair
company to sponsor the "Can Toss" competition. In this event, teams toss
empty 12-ounce aluminum cans into a trash can while lounging in reclining
chairs. Consider the possibilities ...
Source: http://www.msnbc.com/news/759716.asp#BODY
------------------------------