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Level(s): Grade 4 to 8
Production of this lesson has been made possible through a financial contribution from Health Canada.
In this lesson, students learn why the alcohol industry needs replacement (new) drinkers and how it exploits the needs and desires of young people in order to foster brand loyalty. The lesson begins with a quiz about tobacco and alcohol, followed by class discussion on the alcohol industry and the rules surrounding alcohol advertising in Canada. The work sheet Facts about Young Drinkers provides students with up-to-date statistics on alcohol consumption by young people, and it can stimulate a class discussion about why kids drink. In the activity Whaddaya Say! students compare what alcohol companies say about their advertising campaigns with the opinions of researchers, child development experts and educators. As a homework assignment, students develop their own frameworks for alcohol advertising.
Students will demonstrate an awareness of:
An understanding of:
A beginning awareness of:
This lesson and all associated documents (handouts, overheads, backgrounders) is available in an easy-print, pdf kit version.
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