Others may seem
fine for weeks or months, and then begin to show worrisome behavior. The agency is responsible for improving the accountability,
capacity and effectiveness of the nation's substance abuse prevention,
addictions treatment, and mental health service delivery system. ACME has created a network of educators,
health professionals, journalists and other citizens using curriculum
aides, conferences and events to help citizen and consumers pay closer
attention to the real purpose and impact of news and advertising
messages.

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" More
curricula is available at www. Each rider benefits from
individual goals and a lesson plan that is developed in partnership
with the rider's family, friends, health professionals, special
educators and other caregivers.

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"We are making these resources available to help meet the overwhelming
human need for counseling, support and recovery in the aftermath of the Red
Lake tragedy," SAMHSA Administrator Curie said. The grant will be used to
provide individual counseling and other intervention services to youth and
adults at Red Lake and will be administered jointly by SAMHSA's Center for
Mental Health Services and Center for Substance Abuse Treatment.

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S.
ACME's free 'Tackling the Super Bowl Beer Barons' curriculum,
developed with the New Mexico Media Literacy Project, helps children
and teens think about how beer companies try and shape kids'
consumption.
"If students don't receive this information," says McCannon, "not
only do they know less about the most powerful medium, but we allow
the beer barons to monopolize the socialization of our kids.

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SAMHSA to Provide $73 000 for Mental Health Services to Red Lake Band of Chippewa Indians

ACME Super Bowl Lesson Tests Budweiser 's Pledge to `Clean Up' Its Super Bowl Advertising

Did the ad encourage people to drink less or to get someone
else to drive them so that more people could get smashed? Do alcohol
companies like designated drivers?

Teachers and students can go to the http://www.org
website and download the free classroom materials. It's a form of
electronic child abuse.

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Did the Bud "prevention " ad have the same kind of humor,
cleverness, attractive people, music, attention getting devices and
entertainment values of the other Bud ads? Why not?

3.

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Some may have reactions very soon after the event. For
information about local mental health services or to obtain informational
materials to help understand and talk about emotional effects of trauma, call
SAMHSA's clearinghouse at 1-800 -789-2647. Equine-assisted therapy can have dramatic,
positive effects on flexibility, balance and muscle strength, and can
also boosts a person's patience, understanding, confidence and
self-esteem .

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acmecoalition."
Vail Meadows Therapeutic Riding Center provides both a
climate-controlled indoor arena and outdoor arena, both with spectator
seating.

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Emergency Grants are noncompetitive grants or cooperative agreements to
public entities to enable such entities to address emergency substance abuse
and mental health needs in local communities.

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The activities ask
children and teens to carefully view beer ads during the Feb.

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Department of Health and
Human Services.7 billion
to get kids to 'just say yes' to drinking, using sophomoric,
misogynistic humor, cute animals -- whatever works.

(1) -- Bob Lachky, vice president for brand management and
director for global brand creative at Anheuser-Busch, NY Times,
1/26/05

Business Editors/Health /Medical Writers

TOLEDO, Ohio----Vail Meadows
Therapeutic Riding Center -- a non-profit equine -assisted therapy
facility located on 25 acres in Oregon, Ohio, that is sponsored in
part by Vail Products and the Vail family -- this week celebrates its
7th year providing services to children , teens and adults with
disabilities. An average of 10 therapy horses are stabled at Vail Meadows ,
each defined by a gentle disposition and approved for therapy
following a 90-day screening process .

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SAMHSA, is a public health agency within the U.org
According to University of New Mexico Medical School pediatrician
Victor Strasburger, an ACME advisor and expert on adolescents, alcohol
and the media, "Every year, the alcohol industry spends $5.

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M----A national
non-profit group seeking to improve the nation's media questions
Budweiser's recent pledge to "make sure the types of situations we
(Bud) depict (in our Super Bowl ads) and the jokes we tell don't cross
the line of good taste .

Vail Meadows Therapeutic Riding Center Celebrates 7th Year Providing Equine-Assisted Therapy to Children Teens and Adults with Disabilities

"That same mission was the cornerstone of our efforts
to give back to the disabilities community when we established and
helped fund Vail Meadows.
"The amount of benefit a person with a disability gains depends on
many factors, such as the type and severity of disability, motivation
of the rider, quality and dedication of the equine-assisted facility ,
and quality and dedication of the staff," Joy Vail says.

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(Note, the lesson was
posted before Bud announced that it would run a prevention ad)

1.
The next day, dubbed "Media Literacy Monday " by ACME, classes will
discuss their reactions and findings.
"Nevertheless, a multitude of clinical studies all agree that
equine-assisted therapy can provide many benefits.

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This grant is part of the overall HHS response to the tragedy on the Red
Lake Reservation.

Business Editors

ALBUQUERQUE, N.
Here are some sample questions from the lesson. 6 Super
Bowl game, and write down which elements are appealing and persuasive.M.
"Our company, Vail Products, was founded on the mission to help
improve the lives of persons with disabilities, as well as their
families and caregivers," notes Joy Vail, chief executive officer of
Vail Products."
For more information, visit
joy@vailbed.

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"(1)
"With millions of American children watching, the Super Bowl is
the single most important media venue for the beer industry.

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Curie today
announced that SAMHSA will provide approximately $73,000 for an Emergency
Response Grant for Immediate Services to continue to provide mental health and
substance abuse services to the Red Lake Band of Chippewa Indians in
Minnesota ."

About ACME

ACME is a member-supported, independent, nonprofit organization
based in Albuquerque, N.

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Why did Bud only play one prevention ad out of so many others
it ran?

2 .

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WASHINGTON, Substance Abuse and Mental Health
Services Administration (SAMHSA) Administrator Charles G.
Parents can help their children understand the tragedy and the feelings
they might experience because of it; teachers can help their students do the
same. We're very proud
that Vail Meadows has been providing this kind of quality therapy now
for seven years, and we celebrate every life we've helped improve.com or
call 419-697-9760.

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The request for an immediate assistance grant came in response to
a school shooting on March 21, which caused 10 fatalities and seven injuries ,
leading to widespread psychological consequences for those who live, go to
school and work on the Red Lake reservation. Beer
companies have a history of running ads loaded with content that is
very attractive to children and adolescents," says Bob McCannon, Vice
President of the independent Action Coalition for Media Education
(ACME). Thousands of teachers downloaded the lesson last year .nmmlp.
Vail Meadows offers many valuable therapeutic programs, including
Therapeutic Riding Classes (one hour weekly lessons in 10-week
sessions), Summer Camp (week-long day camps for children and young
adults interested in learning about horses), Field Trips (a year-round
program that opens Vail Meadows to the community as an educational
site) and an Adult Special Needs Day Program (a year -round program
that provides vocational, recreational and living skills development
opportunities for adults with challenges).
Therapeutic riders range from toddlers to seniors with such
disorders as autism, down syndrome, cerebral palsy, mental
retardation, developmental delay, multiple sclerosis , neuromuscular
ataxia, traumatic brain injury, attention deficit disorder,
depression, cancer and other challenges.