In Fall 2005, Project CURB was launched to spread awareness about the growing problem of binge drinking in Santa Cruz County. Project CURB has adopted a strategy called Communities Mobilizing for Change on Alcohol (CMCA) that is designed to reduce youth access to alcohol by changing community policies and practices. There are two primary audiences for this campaign 1) Community members who believe binge drinking is an acceptable behavior, and 2) Adults who are contributing to the behavior. Project CURB will work directly with local policymakers, law enforcement, media and alcohol retailers to affect behavioral change in the community.

Research has proven that limiting youth access to alcohol not only reduces teen drinking, but also communicates a clear message to the community that underage drinking is inappropriate and unacceptable. CURB has developed a campaign that mobilizes the community through a combination of media awareness, retailer awareness, and policy changes and enforcement. The goal? To dispel the myths about bingeing, and reduce youth access of alcohol. Most importantly, Project CURB wants to reduce the incidents of youth binge drinking in the County.

Project Goals
The long term goals of Project CURB are to reduce binge drinking and its consequences as indicated by:
  • Decreasing binge drinking by 50 percent
  • Decreased driving under the influence and riding with intoxicated drivers
  • Decreased unsafe and unplanned sexual activity due to alcohol
  • Decreased alcohol-related crimes
  • Decreased alcohol related injuries or poisoning
  • Decreased addiction




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