Private settings: Home (parents as law enforcers)
“Home” is the opposite of public. It was evident from the start that a public policy project like STAD will need significant adjustments to fit into the home setting. The basic idea of the developed intervention was that parents will need to learn to be strict law enforcers in the private environment, to reduce alcohol availability and to stop serving alcohol to minors. The basic message was coined as “Youth Protection Law: Also at home”. For this, parents need to learn a new role as educators. They are no longer alcohol socialization agents, teaching their children how to drink alcohol responsibly. Their new role is to protect children from alcohol as long as possible, including sipping behaviour at home.
The main path of mobilisation in the Kiel pilot region is through the educational system. This allows to reach as many parents of the community as possible. Parents of pilot schools are contacted through brochures and leaflets, published by the municipality of Kiel. In addition, the local newspaper (“Kieler Nachrichten”) is actively involved in rising awareness and to mobilize parents.