SOURCE: Heineken USA

October 22, 2010 16:42 ET

New Underage Drinking Educational Resources Launched During National Collegiate Alcohol Awareness Week

Health Alliance on Alcohol Builds on Successful Book Series to Aid Educators' Activities in Offering Effective Tools to Enhance Parent and Teen Communication on "Tough Topics"

WHITE PLAINS, NY--(Marketwire - October 22, 2010) -  The Health Alliance on Alcohol (HAA) today released "College and Alcohol," a new community tool kit based on the successful "Facts & Conversations" book series encouraging communication between parents and teens. The tool kit includes a customizable presentation and video podcast featuring both medical and college experts addressing the topic of college and alcohol, focusing on four key areas:

  • Realities of College Life
  • Defining the Issues: What Is Binge Drinking?
  • Preparing Parents: What Colleges Can Do
  • Preparing Students: Having the Conversation

The Health Alliance on Alcohol is a national education initiative on underage consumption of alcohol through parent/child communication that includes members Heineken USA, the NewYork-Presbyterian Healthcare System and White Plains Hospital Center.

The tool kits have been designed by the Health Alliance on Alcohol with the intent of serving as a resource for parents and the larger community as they foster more regular conversations about these challenging, yet important topics.

"We believe this week's designation as 'National Collegiate Alcohol Awareness Week' provides a platform to further raise the visibility of tools and resources available, particularly to those parents with teens preparing for or currently in college," said Dan Tearno, chief corporate communications officer, Heineken USA. "We continue to support the Health Alliance on Alcohol in an effort to reinforce our commitment to responsible consumption and hope to help parents have these ongoing conversations and discourage teens from engaging in underage activities."

The "College and Alcohol" tool kit is currently available for download at www.HealthAllianceonAlcohol.com; future tool kits will cover issues surrounding underage drinking in general, Spring Break and teen driving.

"College represents a time of transition for so many teenagers. Often during this period, as kids try to define exactly who they are, they face peer pressure related to alcohol use and other risky behaviors," said Karen Soren, M.D., director of adolescent medicine at NewYork-Presbyterian/Morgan Stanley Children's Hospital and author for the HAA. "Teenagers tend to think of themselves as invulnerable. It's the parents' responsibility to have these tough conversations to ensure their teens have all the information to make informed, smart decisions."

"Facts & Conversations" is a nine-part book series launched by the Health Alliance on Alcohol to focus on underage drinking by helping parents connect with and talk to their children about alcohol-related issues through fact-based conversation. Topics in the "Facts & Conversations" series include: Underage Drinking; Peer Pressure; Prom & Graduation; College Years; Teen Driving; Parents & Underage Access; Spring Break; Parents, Adults & Mentors Talk About Alcohol; and Tough Questions from Parents. Each of the books -- in English and Spanish -- is available for download free of charge at the Health Alliance on Alcohol website.

Originally launched in 2005, the Health Alliance on Alcohol provides local organizations with a community tool kit and resources to implement training programs for parents and teachers on how to talk to teens during different stages of adolescent development. As part of this initiative, Heineken USA is also funding a fellowship for a resident specializing in adolescent medicine at NewYork-Presbyterian/Morgan Stanley Children's Hospital.

Health Alliance on Alcohol
The Health Alliance on Alcohol is a national education initiative on underage consumption of alcohol through parent/child communication that includes members Heineken USA; the NewYork-Presbyterian Healthcare System, the largest secular not-for-profit non-governmental healthcare system in the U.S.; and White Plains Hospital Center, a voluntary, not-for-profit health care organization with the primary mission of offering high-quality, acute health care and preventative medical care to people who live in, work in or visit Westchester County and its surrounding areas. Please visit HealthAllianceonAlcohol.com.

NewYork-Presbyterian Healthcare System
The NewYork-Presbyterian Healthcare System is the largest secular not-for-profit non-governmental health care system in the U.S., and includes 24 acute care hospitals, as well as specialty institutes, continuing care facilities and ambulatory providers. The System is a commonwealth of healthcare organizations committed to providing high-quality, and cost-effective care to communities throughout New York, New Jersey and Connecticut. Its members serve nearly one in five patients in the New York metropolitan area. Acute care members are academic affiliates of one of two Ivy League medical schools: Weill Cornell Medical College and Columbia University College of Physicians and Surgeons. For additional information, visit www.nypsystem.org.

NewYork-Presbyterian/Morgan Stanley Children's Hospital
NewYork-Presbyterian/Morgan Stanley Children's Hospital, located in New York City, offers the best available care in every area of pediatrics -- including the most complex neonatal and critical care, and all areas of pediatric subspecialties -- in a family-friendly and technologically advanced setting. Building a reputation for more than a century as one of the nation's premier children's hospitals, Morgan Stanley Children's Hospital is affiliated with the Department of Pediatrics at Columbia University College of Physicians and Surgeons, and is Manhattan's only hospital dedicated solely to the care of children and one of the largest providers of children's health services in the tri-state area with a long-standing commitment to its community. It is also a major international referral center, meeting the special needs of children from infancy through adolescence worldwide. NewYork-Presbyterian Hospital also comprises NewYork-Presbyterian Hospital/Columbia University Medical Center, NewYork-Presbyterian Hospital/Weill Cornell Medical Center, NewYork-Presbyterian Hospital/Westchester Division and NewYork-Presbyterian/The Allen Hospital. NewYork-Presbyterian is the #1 hospital in the New York metropolitan area and is consistently ranked among the best academic medical institutions in the nation, according to U.S.News & World Report. For more information, visit www.nyp.org.

White Plains Hospital Center
White Plains Hospital (WPH) is a 292-bed voluntary, not-for-profit health care organization with the primary mission of offering high quality, acute health care and preventive medical care to all people who live in, work in or visit Westchester County and its surrounding areas. Centers of Excellence include the Dickstein Cancer Treatment Center, The William & Sylvia Silberstein Neonatal & Maternity Center, The Ruth and Jerome A. Siegel Stroke Center and The Westchester Orthopedic Institute. The Hospital has the busiest Emergency Department in Westchester County, treating nearly 50,000 patients a year. White Plains Hospital is the only hospital in Westchester County licensed to perform emergency & elective angioplasty. The Hospital is a nine-time winner of the Consumer Choice Award, an honor given to the nation's top hospitals by the National Research Corporation. WPH is a member of the New York-Presbyterian Healthcare System and the Stellaris Health Network, Inc. For additional information, visit http://www.wphospital.org.

About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.