We are the Fallbrook Youth Prevention Group and recently wrote a letter to the editor about a billboard located near Main Street near the 7-Eleven. This billboard advertises Traditional Tequila using the cultural holiday “Dia de Los Muertos” or “Day of the Dead.”
We are disappointed to see that another billboard with the same alcohol advertisement has been purchased and is displayed in the same vicinity on Fallbrook Street near the 7-Eleven. Alcohol advertising in our neighborhoods over-exposes youth to alcohol messages.
Signage close to schools and areas where youth congregate promotes unhealthy behavior among youth. Pre-teens and adolescents are particularly susceptible to alcohol advertising. Many of the ads they promote contain images that are appealing to youth, even though they are not old enough to purchase alcohol.
In addition, the alcohol industry uses images of holidays and cultural traditions that send messages to young people that alcohol is needed to enjoy these events. We cannot stress enough how important it is that we have positive, healthy messages on the few billboards that exist in our small town.
Once again, the Fallbrook Youth Prevention Group requests that the community stand up for the youth and ask Clear Channel not to allow this type of advertising on their billboards. We encourage community members to contact alcohol distributors and ask them to keep their hands off all holidays and cultural celebrations.
It’s time for the community to not be a party to underage drinking. Thank you.
Jessica Salas, Estela Nieto, Malorie Allen, Jessica Lopez, Zayra Cisneros, Deisy Salas and Alexis McSurdy
Fallbrook Youth Prevention Group