Various Leagues under the auspices of The Association of Junior Leagues International, Inc.

Issue Area(s): alcohol abuse

Overview

In 1985, The Association of Junior Leagues International initiated an international, three-year alcohol awareness and education campaign called “Woman to Woman” that was sponsored by the Allstate Insurance Company and Blue Cross Blue Shield. The ground-breaking campaign was the only one of its kind at the time and its goal was to distribute the findings of research showing the effects of alcohol on women while bringing the problem out of the closet. The research revealed the dangers of combining alcohol with tranquilizers; the interaction of alcohol and hormones; and the deleterious effects of heavy drinking. In addition, the campaign aimed to illustrate the increased need for alcohol-related support services for women and to reduce the social stigma of the disease.

Community Partners

• The Allstate Insurance Company
• Blue Cross and Blue Shield Group
• A National Advisory Committee consisting of writers, researchers, treatment specialists, alcoholism professionals from private industry, the medical community and academic sector, and members of local, state, and federal governments.
• Local community partners

How it works

The Association of Junior Leagues International created a major public service campaign for television and radio to communicate information about women and alcohol. Entitled “Woman to Woman,” it was the first campaign to use mass media to distribute facts about the gender-related differences and dangers of alcohol. The PSA, as well as printed material for use in advertisements, was made available to Leagues for distribution in their communities. The entire campaign was guided by a National Advisory Committee consisting of writers, researchers, treatment specialists, alcoholism professionals from private industry, the medical community and academic sector, and members of local, state, and federal governments.

In addition, AJLI worked with industry and local Leagues to develop model programs for education and intervention in the workplace as well as on college campuses.

What’s the impact?

• One hundred Leagues distributed one million copies of the booklet, “Woman to Woman: Alcoholism and You.”
• The Junior League of Charlotte was instrumental in the release of the PBS documentary “Women Coming Out of the Shadows,” which aired locally.
• First Lady Betty Ford spoke at a media briefing sponsored by the Junior Leagues of Long Beach, Pasadena, and Los Angeles.
• The Junior League of Charlottesville sponsored a pilot project at the University of Virginia.
• The Junior League of Buffalo established CoCare, a drop-in childcare center in collaboration with a local hospital’s outpatient alcoholism clinic, increasing clinic attendance by eligible women by 50 percent.