Controlling alcohol abuse and its consequences on Guam presents both a public health and a cultural challenge.  Data from the Behavioral Risk Factor Surveillance System (BRFSS) reveals that both heavy drinking and binge drinking are significantly higher among adults on Guam as compared to the US. Heavy drinking among Guam males is almost double that of US males (10.7% vs. 5.6%), while binge drinking among Guam males is 65% higher (34.5% vs. 20.9%).  About 25% of heavy drinkers and 20% of binge drinkers are aged 18-24.  Half of all heavy drinkers and 40% of binge drinkers are under the age of 35. Alcohol-related motor vehicle crashes remain the most visible social consequence of alcohol abuse.   Implementation of evidence-based environmental strategies to address alcohol use and abuse among youth and adults, using multiple strategies that include mass social and media marketing campaigns are needed.

According to Guam’s Substance Abuse Epidemiological Profile (2007), Youth on Guam reportedly drink as early as 13 years old; 36% of high school youth on Guam are current drinkers and about 19% engage in binge drinking – with Chamorro and other Micronesian Islander youth having the highest rate.  43% of adults on Guam are current drinkers; with males drinking more than females; and alcohol is implicated in close to one-third of all suicide-related incidents - suicide is prevalent on Guam, with an average of one suicide death occurring every two weeks;

To reduce the social acceptability and norm that alcohol is part of the Guam or Pacific island culture, the Department of Mental Health & Substance Abuse, Prevention & Training (PEACE) will be implementing a strategic Alcohol Prevention Social Marketing Campaign that proposes to reclaim the Pacific Island cultural values of respect and family using a positive optimistic approach.