About Free Our Sports™ Important Big Alcohol Facts
The Free Our Sports™ 2013 Youth Film Festival, a project of Alcohol Justice, is a call for youth action to expose and eliminate alcohol advertising, sponsorships, branding and promotions from every sport, from college games to the Super Bowl, from the World Cup to the Olympics. This years’ contest turns every video entry into an Action Alert generating letters from viewers targeting the CEOs of the three top alcohol producers, demanding that they stop using sports events to promote alcohol consumption.
Research has shown that greater exposure to alcohol advertising contributes to an increase in drinking and alcohol-related harm among underage youth. As alcohol-marketing tactics increase in complexity and frequency, they significantly influence youth expectations and attitudes, creating an environment that promotes underage drinking.
In 2009, the Surgeon General’s Call to Action to Prevent and Reduce Underage Drinking reported that 5,000 people under the age of 21 die annually from injuries caused by alcohol. Hundreds of thousands more suffer alcohol-fueled sexual assaults, serious injuries, diseases and academic failure. In 2003, Big Alcohol spent over $500 million to advertise their products during sports programming on TV.
The Free Our Sports™ 2013 Youth Film Festival gives youth a channel to communicate their opposition as members of a growing digital constituency of concern. The contest is open to youth 10-20 years old. It challenges them to create entertaining 30 sec. – 2 min. long ads that counter the iconic and exploitative alcohol ads that litter sporting events of all kinds, worldwide. It further challenges entrants to promote their videos through their social networks to encourage viewers to Take Action. Prizes will be awarded for the best videos and the best advocacy response.