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Home > Get ‘em young: mapping young people’s exposure to alcohol marketing in Ireland.

National Youth Council of Ireland. (2009) Get ‘em young: mapping young people’s exposure to alcohol marketing in Ireland. Dublin: National Youth Council of Ireland.

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The purpose of this research project is to examine if Ireland’s stated commitment to protect young people from pressure to drink is reflected in the actual experience of young people. The engagement with young people in this project is a key feature and gives substance to the goal in the National Children Strategy that ‘children will have a voice in matters that affect them’ in line with the UN Convention of the Rights of the Child. The involvement of young people was guided by the principles of best practice set out by the National Children’s Office, Children’s Rights Alliance and the National Youth Council of Ireland (NYCI). The project was designed with young people as co-researchers to provide a better understanding of their experiences and to improve the credibility of the knowledge that is derived from research involving young people. This report maps young people’s exposure to alcohol marketing, as documented by young people. The term ‘mapping’ in this study is defined as the detailed description and documentation by young people of alcohol marketing practices that they are exposed to in their daily lives. This mapping report was conceived as part of a broader examination of the impact of alcohol marketing on young people. However, the other phases of the research have not gone ahead due to current economic constraints.

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