The development of youth leadership is a key objective of CAPRI as 
it works to challenge the multi-billion dollar power of the alcohol



California Youth Alcohol Policy Initiative (CAPRI)

Ecstasy, cocaine, heroin, marijuana, methamphetamines --street drugs are the 
narcotics most of the public associates with drug problems among our nation's youth. The reality is that alcohol, especially beer, remains by far the number one drug of choice among U.S. teens.  Underage drinkers slam down billions of cans of the suds each year, often encouraged to do so by slick, state-of-the-art marketing campaigns that make drinking appear to be the magic key to social ease, and "phat," down, and sexy.

CAPRI is a project funded by the California Endowment. It's goal is to reduce alcohol consumption among California's youth.  The CAPRI project has three interrelated components: 

  • a Youth Coalition that is developing a counter-ad/parody campaign to challenge the alcohol industry's youth appeals; 
  • a Cultural Coalition that is working to reclaim the Cinco de Mayo holiday from the alcohol industry and to assist other communities of color in similar efforts;  and 
  • a Prevention/Recovery Committee that is seeking legislative support to develop Youth Prevention/Recovery Centers throughout California.  

All of these efforts involve youth throughout the state, and particularly communities
 of color.  The development of youth leadership is a key objective of CAPRI as it works to challenge the multi-billion dollar power of the alcohol industry.

To achieve their goal the campaign has enlisted the support of community and grassroots leaders from throughout California.   CAPRI's leaders and active members include:
Dr. Cleo Malone, executive director of the Palavra Tree in San Diego; Al Wright, former director of Alcohol and Drug Programs in Los Angeles County; Bernardo Rosa,  executive and organizer of the Community Wellness Partnership in Pomona; Albert Melena, director of the San Fernando Valley Partnership, and Cesar Berumen, creative organizer of the San Fernando Valley Youth Organization.  Sharon O'Hara, president of the California Council on Alcohol Policy lends legislative savvy to the effort, as does Michael Sparks, director of the Valley Fighting Back Partnership. CAPRI staff and consultants include project coordinator Bill  Gallegos, a veteran of the efforts to restrict alcohol billboard ads in Los Angeles; Jim Mosher, alcohol policy expert; and Anita de Lucio-Brock, a leader in the fight to reduce alcohol problems in the Latino community. These are just some of the outstanding individuals who are committed to the CAPRI project.