The amount of alcohol consumed within a given society influences the extent of alcohol problems in that society. According to evidence, alcohol related harm is directly related to the aggregate amount of alcohol consumed in a particular population. The generalizing of the trend of Beer using was another focus that was dominant among the advertisements in the year 2006

 
 
  ALCOHOL AND DRUG INFORMATION CENTRE :
 
 

Therefore in the year 2006 to minimize the harm from alcohol and other drugs, the interventions need to be developed to delay initiation of drug use, reduce heavy drug use, minimize harmful patterns of consumption and change the harmful consequences associated with drug use. Campaigns and strategies did also target on counteracting and neutralizing the trends of beer using among the communities.

Community based interventions were carried out on selected locations based in 22 districts of the country. In effecting changes in these locations in the specific districts of the country, ADIC used strategies such as working directly through youth groups (both experienced and newly set up), working through NGOO, CBOO, through schools, government sector structures and development organizations, creating experimental programmes such as demonstrational sites and incorporating drug prevention into the agendas of other developmental organizations.

Alcohol and drug use is a known factor which keeps communities trapped in poverty. It is now known that unless this situation is dealt with, it may not be possible to promote development in these communities.

During the year 2006, ADIC continued to work with State structures, NGOO and CBOO to integrate drug prevention into their agendas. In affecting changes in these identified locations in the 22 districts, ADIC used strategies such as working directly through youth groups (both experienced and newly set up), working through NGOO, CBOO, through schools, Government sector structures and development organizations.

ADIC continued to work in collaboration with the government sector where the work was visible mainly in the areas of education, Poverty Alleviation, Health and Defense. In the year 2006, ADIC continued to work with the World University Services of Canada (WUSC) on collaborative projects on the training of youth groups in the Galle and the Matara District. Twelve training programmes were conducted which reached 300 participants.

Annually, campaigns are carried out by ADIC on chosen themes to create a nation wide awareness on prevention issues. These campaigns also act towards enhancing the enthusiasm within the organization and other partners in the community. A wide variety of educational aids are produced and used in these campaigns, which in turn increase the awareness among the general public in a productive manner.

 
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