Purpose of Practice

The objective of the Last Call video project was to help people better understand the potential tragic effects of alcohol over-consumption. By hearing personal, real-life stories, servers might appreciate more deeply their responsibility to prevent alcohol over-service. Hearing testimonials at the beginning of their server education class might motivate them to take the training to heart. The OLCC already provided instructors with a model curriculum and a number of teaching aids for server education courses. Now OLCC would offer an additional tool -- an emotionally persuasive one – for providers and instructors to use. Testimonials are a standard method for reaching an audience emotionally, besides logically.

Description of Practice

This video is the first of its kind. It is a 12-minute video about the vital role alcohol servers play in preventing the tragic effects of drunk driving. In it, three individuals give testimonials, on camera, about their lives being profoundly altered by drunk drivers. The three people giving testimonials are Joanne Fairchild, a trauma nurse who sees the results of drunk driving in her every day work life; Chris Guzman, a former Portland police officer who was struck by a drunk driver while on the job; and Marie Armstrong, a daughter and mother who has had three family members injured or killed by drunk drivers. These are not actors; they are the real thing, speaking from their hearts on video, without a script. This emotionally powerful video can be viewed on OLCC’s YouTube channel, http://www.youtube.com/user/OLCC2008. OLCC worked in partnership with the Oregon Department of Transportation (ODOT) to produce the “Last Call” video, in March 2008. In May 2008 OLCC began distributing the video, at its own expense and free of charge, to people who instruct alcohol servers in Oregon. OLCC encourages instructors to start their class or otherwise supplement their course presentation, by playing the video.

Success or Improvements

OLCC has used several strategies to promote the use of the video. These efforts have met with positive response. Other states’ interest in adapting the video for their own use indicate its effectiveness. Interest continues to grow as OLCC gets the video more exposure to more audiences. Instructors tell OLCC that they routinely choose to show the testimonials to their classes. Instructors give OLCC this feedback at OLCC’s quarterly Alcohol Server Education Advisory Committee meetings; instructors phone OLCC staff; and OLCC staff observe classes first hand. Instructors report that the video stimulates students’ sharing their own experiences, and brings the class to a higher level of awareness. People watching the video are being moved by the testimonials. This is consistent with OLCC’s intentions.

Recognition

OLCC presented the video at the state of Washington’s Mandatory Alcohol Server Training Conference. The attendees’ response was so positive that the WSLCB edited the video for their own use in server training (with OLCC’s permission). The state of Montana requested and received OLCC permission to adapt and use the video. In June, 2009, OLCC received the 2009 Health & Safety Award June 18 from the National Conference of State Liquor Administrators (NCSLA) for the video. The NCSLA Best Practices Awards recognize programs and practices that are innovative, pioneering and deemed to be of value to other states and the regulated industry.

Contact

Name: Rudy Williams, OLCC Deputy Director, Public Safety Program 
Agency: OLCC 
Address: 9079 SE McLoughlin Blvd., Portland, OR 97222 
Tele: 508-872-5017 
Email: rudy.williams@state.or.us