Champion equality, diversity and inclusion Essay

1.1 Explain the models of practice that underpin equality, diversity and inclusion in own area of responsibility. Equality is to treat all as individuals; to respect race, disability, age, gender, religion, beliefs ,culture and sexual orientation. For all to be open to opportunities, to be treated fairly and respectfully, have rights and equal status in society and for all to reach their full potential. Diversity is to value that we are all unique and yet similar. We have different needs, interests, learning styles, language and personality etc. see more:identify examples of good practice in promoting equality and explain how and why they are effective Inclusion is to incorporate all of the above into our environment to participate in play and learning, to promote positive outcomes and the opportunity to grow and develop, to feel valued and empowered to succeed. Within the setting as a Director I come into contact with staff, visitors, parents, carers, children and other professionals on a daily basis. It is my responsibility whilst in contact with all these people and children that they feel that they’re treated respectfully and fairly As I am working in domiciliary care setting, my client group are people with mental and learning and people with physical disability. Both social and medical model have the implications on my client group. Service users are supported by care staff to promote their independence, to help them contact socialization with family, friends, and local communities, Care staffs are allocated to meet the cultural and social need of the service user to make a positive outcome in a person centered way. In case of any medical condition they seek medical intervention for the service users. 1.2 Analyze the potential effects of barriers to equality and inclusion in own area of responsibility There are many barriers to diversity and inclusion. The biggest ones are generally prejudice, culture and upbringing and religious beliefs. Prejudice is â€Å"a preconceived opinion that is not based on reason or personal  experience† those creating barriers to recognizing equality of rights for all. Cultural barriers can prevent, for example, consideration of spiritual, relational or dietary needs that do not conform with traditional expectations. Religious belief, where different religious beliefs are not taken into account and minorities are marginalized and not acknowledged. Other significant barriers could be structural, institutional and personal: Structural, where circumstances create or result in barriers People make the assumption about younger adult and consider all young people as a whole category rather than treating them as an individual. This type of stereotyping happens when people lack knowledge about equality and inclusion. The effects of barriers to employees are also high as they are excluded from their human right. Employer can easily discriminate those in terms of race, gender, sexual orientation and culture. 1.3 Analyze the impact of legislation and policy initiatives on the promotion of equality, diversity and inclusion in own area of responsibility My work place is committed to the promotion of equality, diversity and inclusion in policy and practice. It is committed in equal opportunity and also follows a common standard in respect of Race Relation (amendment) act 2000 in getting contract from council contractors. It also observes the code of practice of Commission for Racial Equality (CRE) in employment. Organization promote equality with respect to age, gender, race, disability religion , sexual orientation and establish a national common standard which is compliant to The Race Relation Act 1976 , as amended by The Race Relations (amended )act 2000. Under this law, organization carries out its function, it has due regard for the necessity to eliminate any unlawful discriminating and promote equal opportunity and harmonious race relation, it also follows the race relation code of practice for the elimination of racial discrimination and promote the equal opportunity in employment as approved by the parliament in 1983. It ensures that all employees and service users with or without disability, irrespective of background are treated equally and compliant to Disability discrimination act 1995. Under the sex discrimination act 1976, any staff  of service users has recourse and protection from any discrimination. Its policy is to protect the staff and service user from discrimination on the grounds of sexual orientation under The Employment Equality (Sexual Orientation) Regulations 2003. It ensures that men and women are same as per as pay is concern. Under Equal Pay Act 1970, organization’s policy is to make sure that man and women are treated equally and not discriminated in terms of their pay. To promote equality , diversity and inclusion in policy and practice , my work place also compliant to other legislation like, Human right act 1998, sex discrimination (gender reassignment) regulations 1999, Employment equality (religion belief) regulations 2003 , Disability discrimination amended act 2005, Equality act 2006, Racial and religious hatred act 2006. 2.1 promote equality, diversity and inclusion in policy and practice The organizations where I work promote equality, diversity and inclusion in both policy and practice. Staffs should regularly be reminded the importance of equality, diversity and inclusion in day to day practice. Staff should respect the choice, preference, ethnicity, origin, rights, and wishes of service users. Care staff should be allocated to service user to make sure that continuity of care is maintained. Staff would be selected against the service user in such a way which promotes the social and cultural need of service user. If possible, staff would be selected from same cultural and religious back ground and with same language spoken. Therefore care staff could appropriately relate to service user which ultimately lead to a positive person centered outcome. Care staff should promote independence, liaison with family members, friends, local community link for better social inclusion and to meet the wishes and choices of service users. Care staff would be aware of legislative impact while providing care in respect of religion, race age, disability, gender and sexuality. Race relation act 1976 and protection of harassment act 1997are in place to protect the vulnerable person. Disability discrimination act 2005 is also in place to protect person from discrimination because of disability. Sex discrimination act 1976 is to protect people from discrimination due to sexual orientation. Such other acts like, the Human Rights Act 1998 and Convention on the Rights  of the Child (UN, 1989) are in place to protect people from discrimination. 2.2 Challenge discrimination and exclusion in policy and practice The organizations where I work challenge discrimination and exclusion in both policy and practice. Staffs should regularly be reminded the importance of challenge discrimination and exclusion in day to day practice. In looking at this model I have found that many people have views that based on discrimination and prejudice they are embedded in today’s society, the attitudes and the surrounding environment often focuses on what a person lacks in terms of disability and focuses on condition or illness or a person’s lack of ability. To combat this prejudice within making space we use person centred care planning it is my responsibility to promote the use of this and to ensure that the support workers who deliver it are fully trained to do so. It is also vital that they have a good understanding of the model in order for them to work effectively with a service user. As a Director I am responsible for ensuring that the ethos within my team promotes equality and diversity every day, that the Support that is delivered within making space and any partnership working exercises good practice in this area this could be through training, policy and procedures, support plans, health files, as well as having a good understanding of equality & diversity. The staff are all expected to work in line with the Care Act, Mental Capacity Act 2005. Equality Act 2010, Human Rights Act 1998, 2.3 Provide others with information about: a) the effects of discrimination b) the impact of inclusion c) the value of diversity Effects include isolation, possible exclusion, demoralisation, marginalisation, situations where self-esteem, confidence and resilience  have the potential to be damaged. Forms of discrimination are gender, age, disability, sexuality, race, culture, religion ,poverty, education, personal features and English Is not first language. . In our care home we promote equal opportunity and we respect all the service users and their families. We help adults with language needs where English is not their first language which helps to ensure they can settle and adapt to our setting. Example (reading and singing in their language, books and talking with parents to find words we can use) Discrimination against anyone regardless of their needs can make them feel isolated and different to other. Very often adults with special needs have a very difficult time trying to fit in with other. Example: In our setting we promote inclusion and we treat everyone the same and explain to others â€Å"we are alike but different.† There are four areas of potential for the effect discrimination has †¢ Physical- Signs of poor health may manifest. self harming, attempting suicide, cutting, etc. Bullying might become physical and other types of abuse. †¢ Emotional – Emotional scars seem to run deep and are not healed easily. Could become to believe that persecutors are right, leading to a loss of self worth. Could lead to physical signs of trauma †¢ Social – lack of friends, social exclusion, no one to talk to about interests or plans for now and the future. Being treated as though someone doesn’t belong. Could lead to more emotional harm, physical harm, intellectual harm, etc. †¢ Intellectual – Not wanting to learn, withdrawing from places of learning. Not wanting to be around others unsafe behaviors Social inclusion in practice Promote and support access to social networks. Resolve transport issues so that they do not prevent people from participating in the wider community. Build links with community projects, community centres and schools to increase levels of social contact between  people from different generations. Identify, respect and use people’s skills, including the skills of older people gained in previous employment. Give people ordinary opportunities to participate in the wider community through person-centred care planning. Involve people in service planning and ensure ideas and suggestions are acted upon. We are promoting our service users to participate with the community by attending day centres, drama classes, arts and craft centres, keep in contact with friends and families.

Kabuki Theatre: Japan’s National Treasure

Aliya Crochetiere Mrs. Crass Theater History April 11, 2011 Kabuki Theatre: Japan’s National Treasure Kabuki Theater has captured the hearts and minds of the Japanese audience from its beginnings over four centuries ago to the present day. In Kabuki wild spectacles of song and dance transpire, different from anything familiar to the Western observer. Its color, drama, and richness of costumes and characters contrast wildly with the simplicity and functionality of which the Japanese people live their lives. Kabuki Theater seen today has been shaped by historical tensions about women, religious influences in Japanese society, and is considered to be the people’s theater filled with unique styles and ideas. In order to understand this wild spectacle and its unique techniques of staging and characters, one must look behind the make-up and understand the drama’s widespread roots deeply intertwined in Japan’s popular culture. The word kabuki, as shown in the history of name, is a type of acting based on the arts of singing and dancing (Miyake 11). However, mixed in this display is a variety of hidden aspects such as make-up, costumes, and special effects that make a Kabuki performance unlike any other. Kabuki is a very complicated, highly refined art involving stylized movement to the sounds of instruments such as the Tsuke that takes many years to master (National Theater of Japan). Unlike Noh Theater it does not use masks, but incorporates a vast variety of styles and effects, from the realistic to the grandiosely extravagant through cosmetics (Leiter 18-22). The colors used have symbolic meanings. For example, blue usually indicates evil and red is used to express strength or virtue. Wigs are utilized to inform the audience about the characters age, occupation, and social status and are worn by all characters in Kabuki (The British Museum). In the theater, each character has a defining moment, called a Mie. The Mie displays the characters personality. The actor assumes a position significant to his character and experiences his climatic moment (Binnie and Wanczura). It usually involves a movement of the head, a crossing of eyes in a powerful glare, and shaking. In this artistic spectacle there are two main styles of acting involved, Aragoto and Wagoto. Aragoto, the rough style, contains heroes who are physically strong, impulsive, fierce, and martial (Brandon). This is reflected in the actors' dramatic, stylized make-up and costumes, and in their exaggerated poses. In contrary, Wagoto features softer, young playboys in more friendly stories. The main manner of Wagoto acting is tender, romantic, or humorous (Encyclop? dia Britannica). Although the styles differ, Kabuki will always be a form of theater that requires a mastery of technique, especially when playing a woman. Unlike Western Theater, Kabuki in the present day features no females on the stage. One feature that sets Kabuki apart from other theater is the Onnagata, a male actor who plays the parts of women. Kabuki was founded in 1603 by Izumo no Okuni, a Japanese princess, with her troop consisting of mostly females (Spencer). The women entertainers, many of whom were prostitutes, performed exotic dances and risque skits causing an instant sensation in Japan with the common people (The British Museum). The idea of women exploiting themselves while creating public messages was preposterous and as its popularity grew, the government was quick to take control of the situation (Lombard, Allen, and Unwin). The prostitution within the theater was believed to be corrupting society and from the 1620's onward, the government attempted to bring them under control. In 1692, women performers were banned from the stage. It soon became necessary for males to take the part of the females and the art of the Onnagata was formed. The Onnagata does not aim to imitate the behavior of a real woman. Rather, he becomes an artificial and idealized symbol of female characteristics as seen from a man's interpretation (Binnie and Wanczura). Those who have mastered the art of the Onnagata have the ability to transform a potentially grotesque situation into an emotionally moving truth. The Onnagata does not rely on facial beauty but the talent and skill to make a room full of people believe the authenticity of a teenage girl played by a 70 year-old man. Today, as a result of issues of women corrupting society and the upper class, females have yet to re-appear on the stage. However, because Kabuki is directed at the common people of Japan, it is believed that women will once again grace the stages of Kabuki (Matsuda). Though Kabuki today is generally more accepted as a National Theater of Japan, it originated from the middle class, the common people of Japan, as a way to express their suppressed feelings under restrictive social conditions (Lombard, Allen, and Unwin). At the time when Kabuki was developed, distinction between the commoners and the upper class was more rigid than ever before, so Kabuki acted as a safe means of protest against dramatic and social conventions. Multiple times it was banned from the inner cities because it threatened with dangerous thought and popular freedom (Lombard, Allen, and Unwin). Kabuki was charged with undermining the morals of the warrior class, yet the government was unable to outlaw the theater completely. It had made its way into the social lives of the Japanese people as it developed eclectically from other art forms. As the people’s theater, Kabuki has a very unique relationship between the actors and the audience. The most celebrated feature of the Kabuki stage is the hanamichi, a long extension from the back of the audience to the stage (Scott 18). This symbolizes the close connections that the actors have with the viewers. A continuous interplay of shouts from the audience and reactions from the actors take place in the Kabuki Theater. The show is often interrupted for an actor to address the crowd, which is responded to with praise and encouragement (Encyclop? dia Britannica). The audience hollers the name of their favorite actor, showing a much closer connection to the actors than the directors (Matsuda). For the first time, the actor is in a position of control of his own actions and originality. Because Kabuki programs run from dusk till dawn, in the theater one can find restaurants, lunchboxes, and snack shops. The audience will eat, drink, and talk all during the performance, treating it much more like a social gathering than a trip to the theater (Miyake 25). Unlike western theater a trip to Kabuki is supposed to a social gathering. The audience enjoys the whole day’s event, not just the individual performances. This is in sharp contrast to Noh Theater, a much more serious and formal theater of Japan that incorporates slow, meditational movements under extremely rigid rules (Matsuda). The Noh performance is in slow motion and is much more popular with the military class than the common people of Japan (Mitchell and Watanabe 1-5). Buddhism, Shintoism, and Confucianism have all had a weighty effect on Japanese philosophies of life. This in turn is reflected in Kabuki drama in an innumerable number of ways. Action in Kabuki plays usually revolves around Confucian notions of filial piety duty and obligation, and the Buddhist traditions such as the impermanence of things or the law of retributive justice (Scott 28). The religious part of the drama is expressed through actions and characters, such as the komuso, who wears a large basket-like head covering and plays a flute (Scott 28). The komuso, who appears in multiple plays, is a religious figure in Buddhism, a priest of the Buddhist sect seen preaching about the religion with his flute. During the Edo period when Kabuki was developed, Confucian philosophy defining the hierarchy of social relations was recognized as official thought and caused an uprising of the common townspeople expressed in Kabuki Theater (Ernst 14). A favorite Kabuki technique is to have a dying man recall and regret all past misconducts and return to his innocent state by time of death (Scott 28). This extends to the Buddhist philosophy that man is fundamentally good and all sins committed during his lifetime are purged upon death. This as well as many other examples shows strong Buddhist influences in Kabuki. Shintoism shines through the drama as well. As one of the most common religions in Japan, Shintoism was also the religion of Kabuki’s founder (Spencer). Many religious ideas and themes are apparent in both historical and domestic Kabuki plays. Kabuki Theater, flamboyant and spectacular, has evolved into one of Japan’s cultural treasures. The drama has developed from controversial ideas of women in society, the religious influences of Buddhism and Confucianism, and from the heart of Japan, the common people, as a free way to express themselves. Although some may argue that Kabuki has lost some of its connection to the general public, Kabuki drama is an irreplaceable aspect of Japanese society that will continue to entertain audiences and influence contemporary drama and Japanese history for years to come. The flashy, colorful spectacle filled with music, movement, and emotion has the ability to take the audience on a journey to a new world. Works Cited Binnie, Paul, and Dieter Wanczura, eds. â€Å"Kabuki Theater. † Artelino. N. p. , 2009. Web. 11 Apr. 2011. ;http://www. artelino. com/? articles/? kabuki_theater. asp;. Brandon, James R. â€Å"Myth and Reality: A Story of ‘Kabuki’ during American Censorship, 1945-1949. † Asian Theatre Journal 23. 1 (2006): 1-110 . JSTOR. Web. 11 Apr. 2011.

Alcoholic Beverage and Personal Communication Essay

Introduction The use of a range of drug types, including alcohol, are part of the traditions of many, if not all, communities in Fiji. The Fijian and Indo-Fijian communities have long traditions of psycho-active drug use in the context of ritual and ceremony. 1,2 It has been noted that seafarers, together with indentured labourers, brought cannabis or Indian hemp traditions to Fiji, with the sugar cane plantations providing fertile ground for cultivation. 2,3 Meanwhile, kava was widely cultivated and consumed by ethnic Fijians. The Indo-Fijian community slowly adopted kava drinking rituals and gradually others began to increase their consumption. In addition, marijuana use emerged and spread with increasing popularity amongst youth, especially males. 2-5 This literature review explores the current licit and illicit drug situation in Fiji. It considers peer-reviewed articles identi? ed using Pub Med, Health Internet Work Access to Research Initiative (HINARI) searches and ‘grey’ literature, including published and unpublished reports, and web based resources (e.g. UNDOC, WHO). The review found that there is limited data available to assist in understanding the current situation and associated harms in Fiji, but notes more studies and reports have examined alcohol consumption patterns and associated social problems when compared with studies on illicit drug use. 1, 5-15 Alcohol use in Fiji According to the WHO Global Status Report on Alcohol, data from the 1993 National Nutrition Survey indicate that consumption of alcoholic home brew use is widespread in Fiji, as in other Paci? c nations. These beverages usually contain up to three times the alcohol content of commercially produced beer and are mostly drunk by younger men. 16 After 1995, unrecorded alcohol consumption in Fiji was estimated to be 1. 0 litre of pure alcohol per capita for the population older than 15 years (estimated by a group of key alcohol experts). 17 Although there are no recently published statistics on the number of drinkers and abstainers, the same survey found daily drinkers to be 1. 4% among males and 0. 8% among females aged 12 years and over. 18 Estimates from alcohol experts show that the proportion of adult males and females who had been abstaining (in the year prior to the survey) was 74% (males) and 98% (females). 17 Research shows that single drinking sessions with a high rate of alcohol intake (common practice among Fijian youth) can cause abrupt mood swings resulting in violence, accidents and ? ghts, exaggerated emotions, uncharacteristic behaviour, memory loss, impaired judgement, communication problems, sleepiness, coma, stupor and death (at very high intake) and suicide attempts. Binge drinking has also been implicated in schizophrenic and other psychiatric episodes. 19 165 REVIEW PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 While there is limited current information on the rate and consumption patterns of alcohol, cannabis and kava among young people,1,6,9 several studies2,3,8,11 were conducted to analyse the extent of tobacco and alcohol use among young people in Fiji in the 1990s and early 2000s. One of the studies4 found that alcohol is widely consumed in one form or another among young people, with about 2 in 5 of the young people surveyed having tasted it. The percentage of young people classi? ed as current drinkers ranged from a high of 26% among males to 9% among females. 4 Of concern was the high proportion of binge drinkers: about 3 in 5 young people reported having had 5 or more alcoholic drinks in one session. The study4 indicated that the high prevalence among 13-15 year olds poses a serious concern, and highlights the need for law enforcement and intervention programs to create an environment that promotes responsible drinking. Interestingly, the study found that when compared to smoking, alcohol and kava use, the proportion of young people using cannabis was relatively low. 4 A follow up survey of 2147 students in 2004 by the National Substance Abuse Advisory Council (NSAAC) found a general increase in substance use among secondary students (see table 1). Table 1: Youth Substance Use in Fiji (Comparison of the results for Fiji in the 1999 Global Youth Tobacco Survey by UNICEF and WHO and 2004 follow up survey by NSAAC). Substance Tobacco Alcohol Kava Marijuana GYT Survey (1999) 32. 3 40. 3 51. 9 12. 8 NSAAC (2004) 43 51 61 13 Signi? cant variations exist in the drinking habits of males and females in Fiji; there are many more male drinkers than there are female drinkers. 11 Ordinarily males consume the bulk of the alcohol in the company of other males, usually during drinking sessions with no special occasion, while most women drink alcohol during social functions or in night club settings in the company of men and other women. While women occasionally participate in drinking sessions, typically it is an exclusively male activity. 11,13 It is at these drinking parties where the most copious amounts of alcohol are reportedly consumed. Thus, when males drink, they tend to drink larger amounts of alcohol in one sitting than women do. Illicit drug use in Fiji Border Security and Drug Control Limited data exist to aid in understanding illicit drug use and the associated harms across the Paci? c. In addition, there are no surveillance systems. 20 However, Fiji by virtue of its geographical position is faced with the twin problems of illicit drug traf? cking and increasing use. 21,22 These are further aggravated by the rapid transitional and social changes arising from urbanization. These developments create an atmosphere which exposes entire communities to greater risk associated with drug use (Personal communication – Fiji Police Department, 2008). Minimal use of drugs such as heroin, morphine, cocaine and hallucinogens occur, but this review found that Fiji is considered a transit area for smuggling. [20-23]. Drugs such as heroin, methamphetamines and 166 PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 REVIEW cocaine are not commonly used due to their high cost when compared to the average income. Raw cocaine has reportedly been found in Fiji and three Chinese men and a Fijian security guard were murdered in what was thought to be an organized crime execution linked to drugs. 22 National enforcement agencies have responded to curb traf? cking as is re? ected by the large seizures of illicit drugs. 24,25 In spite of this response, a drug laboratory found in Fiji in 200625 supports the view that organized crime groups could escalate their activities in the Paci? c islands. 21,25 A raid at an industrial estate in Suva, involving police from Australia and New Zealand and Fijian Customs Of? cer followed a major heroin seizure in 2000. 21,25] The lab identi? cation also suggests a transition of Fiji (and possibly other Paci? c Nations) from a transhipment point to a production base. According to the New Zealand Police, to succeed in future operations similar to the Suva bust, interested agencies need to work towards having â€Å"robust communication systems† across organisations to keep them connected and informed on crime in the region. 21 It is reported that there are about 5000 vessels transiting in the Paci? c on any given day. 21,24 Large shipments may be unloaded from a mother ship to smaller vessels, and can subsequently go in hiding at the many small, uninhibited islets and atolls, waiting for the next step. 21 Fiji has recently established a Transnational Crime Unit (TCU) with the Fiji Islands Revenue and Customs Authority (FIRCA) as one of the key law enforcement agencies involved. This unit has been vigilant in promoting the cooperation between border organizations in order to assist the TCU in controlling the borders. 24 The Unit also compiles data for intelligence risk assessments throughout the year. It supports a Case Management Intelligence System (CMIS), whereby relevant information from the Police Department, Immigration Department, Local Government Authorities, Financial Intelligence Unit, and other Law Enforcement Agencies24 are automatically linked in the system. A number of cases which the TCU have been investigating include a Tongan syndicate smuggling drugs from Fiji to Tonga. In a recent example of program cooperation a number of TCU surveillance targets were arrested during a Police roadblock in Sigatoka (personal communication, FIRCA, 2008). Domestic Issues Cannabis is by far the most common and widespread illicit drug used in Fiji. 11 Like many other countries in the region, anecdotal evidence suggests there has been a considerable increase in drug use among young people4 despite the relatively small increase suggested by the 2004 NSAAC study (see table 1). However, it is not clear if the two studies they reported were directly comparable. Data collected by the St Giles Hospital and the Fijian Police Department support the view there has been an increase in use. Admissions data for St Giles Hospital reports on cannabis induced psychosis and other disorders. In 1987, ? ve young men were admitted to St Giles Hospital with cannabis related mental disorders. In 1988, the number rose to ? fteen with many more unreported cases. 26 The 2005 hospital data revealed that a total of 612 patients were seen at outpatients department diagnosed with a substance abuse disorder. These included 386 (63%) patients for marijuana, 59 (10%) alcohol, 99 (16%) kava and 99 (16%) tobacco use issues. In 2006, 272 admissions to St Giles Hospital were reported as drug related, consisting of 66% Fijians, 20% Indo-Fijian and 14% belong to other ethnic groups. It is probable that the political troubles in 2006 impacted on the number of admissions, but no data were available to con? rm or reject this view. Police arrest data report possession (see Table 2). 8,13,26 Statistics provided by Fiji Police showed 259 drugrelated crimes were committed in 2008. There was a 21 per cent drop from 2007 which had 329 drug-related 167 REVIEW PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 crimes. 27 There are also reports of increasing cannabis cultivation as a form of inter-seasonal cash crop substitution among farmers. It is estimated that Fiji has between 500 to 1000 cannabis producers, some of them citing the country’s worsening economy as the motivator for production (personal communication, Police Drug Unit, November 2008). For generations, the villagers of Navosa have travelled for hours across rugged terrain to reach a road to the market to sell their produce with no guarantee their produce will be sold. Facing the same hardships as their ancestors, many of these villagers report having no choice but to resort to marijuana growing because â€Å"The product is lighter, it has a steady market and is economically viable† (Personal communication with growers, December, 2008). Production is predominantly for local consumption. Table 2: Recent Crime Data ( Drug offences recorded by the Fiji Police Forces from 2000 to 2006). Year Drug offences 2001 433 2002 417 2003 417 2004 312 2005 312 2006 333 The Save the Children Fund in Fiji reports that the continuing political and economic instability in the country has also led to a lot more children working as drug traf? ckers or prostitutes. [28] Concern over the increasing number of children involved in drug traf? cking was sparked by the recent arrest of three school children caught selling drugs in an amusement centre in Labasa. The Fiji Women’s Crisis Centre reported an increase in young Indo-Fijian girls working as prostitutes in urban centres. Furthermore, the National Manager for Save the Children Fund in Fiji, says there is a growing trend among poor families to send their children out onto the streets. 28 Drug and alcohol legislation and policy According to the literature, there is no regional-based illicit drug policy for the Paci? c and few treatment programs. 20,29 Information from the Paci? c Island Forum Secretariat (PIFS) indicates that Fiji’s Illicit Drugs Control Act is an adaptation of the Regional Model Law on the Control of Illicit Drugs which was developed by the Secretariat. There was no formal committee, but it was endorsed by a Cabinet sub-Committee on legislation which was chaired by the then Attorney-General. Both the Fijian Government and PIFS are advocating for a regional legislative framework to respond to the increase in illicit drugs in the region (personal communication, PIFS, 2008). Amphetamines are a key drug of concern with the region’s geographical vulnerability highlighted as a key factor in the rationale for this approach. At the time of writing, Kiribati and Fiji are the only two PIFS member countries to have adapted and enacted the model law. Furthermore, a Code of Practice has been developed by PIFS to assist stakeholders such as law enforcement agencies and pharmacies to classify, register and dispose of illicit drugs (personal communication, PIFS, 2008). It may be adapted by Forum member countries with modi? cations to suit national legal and administrative arrangements. Legislative control on the consumption and sale of alcohol to minors has not been widely and effectively implemented. While minors are legally barred from consuming alcohol, the sale of alcohol beverages to under-age drinkers is common throughout the country. 11 For the minor who is unable to gain access to commercial alcohol beverages, homebrew is an easily obtained alternative. Anecdotal evidence suggests that minors make up a large and undetected percentage of consumers of alcohol beverages. 168 PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 REVIEW Sexually Transmitted Infections Sexually Transmitted Infections, including HIV, are emerging public health problems in Fiji. 13 A recent WHO report indicated that the rise in the number of HIV cases, in addition to increasing number of patients accessing STI clinics, in an ongoing concern. In 2006, MOH statistics indicated30 that Fijians comprised 83% of con? rmed HIV diagnoses, Indo-Fijian 13% and ‘others’ 4%. Since 2004, Fijian males had replaced females as having the highest number of cases. Overall, males comprised 59% and heterosexual transmission accounted for 85% of all cases. By the end of 2004 a total of 182 HIV infections had been reported in Fiji13 and the number of new cases reported each year has increased for the last ? ve years. In Fiji, reported cases of syphilis and gonorrhea have ? uctuated between 1998 and 2004. In 2004 there were 852 reports of syphilis and 1182 gonorrhea. The number of cases reported for 2008 were 1004 for syphilis, 1064 gonorrhea and 283 HIV cases. 27 Recent statistics from Fiji’s Health Ministry on Sexually Transmitted Infections are a cause for concern with the high rate of STIs among people aged 20 to 29 increasing the risk for HIV infection. 31,32 Fiji’s Director of Public Health notes that statistics gathered over the past eight years by the Ministry show that gonorrhoea and syphilis are the most frequently reported STIs in the country, which â€Å"highlights the underlying concern of unsafe sexual behaviour among young people† and the â€Å"same high-risk behaviour for the transmission of HIV. † He also said that â€Å"sex is serious business† and that â€Å"anyone, especially young people, who participates does so at their risk, in view of the sad consequences of infection from so many STIs including HIV, pelvic in? ammatory disease and infertility. †32 Risk/Protective Factors Some religious groups in Fiji, such as Islam, strictly forbid the use of alcohol. Christian denominations such as the Assemblies of God, Jehovah’s Witnesses and the Seventh Day Adventist Mission also prohibit the consumption of alcohol. Individual members of these religious groups vary in the degree to which they adhere to these principles. Any negative effects of combining tobacco or alcohol with kava use are currently conjecture, with relatively little work done to explore the nature of the relationship between these substances in the Paci? c. 1,6,9,26,33 However, anecdotal evidence suggests an inter-relationship exists with social and health consequences. 1, 4-6, 9, 13, 26, 33, 34 Reports of kava drinking followed by a beer chaser, known as ‘washdown’, are not uncommon and suggests the need for further exploration of potentially harmful consumption patterns. Excessive drinking, drinking too frequently and too much, often re? ects the drinking pro? le of the majority of young people in countries like Fiji. 5, 11, 14 Excessive drinking is reported as a signi? cant contributor to motor vehicle accidents, violence and aggressive behaviour, unwanted pregnancy, sexually transmitted infections, and criminal activities. 3, 14, 15, 18, 26 It has been suggested that the alcohol consumption pattern of young Indigenous Fijian males follows the traditional kava ritual of drinking until there is nothing left in the kava bowl. In many instances, young people often end their kava drinking session by consuming alcohol (‘wash down’). [3, 5] It is reported that most youths drink excessively to manage their problems, but it may result in new problems like unsafe sex, crime and violence and even suicide. 5, 14, 15, 34, 35 A study in Fiji10, 11 revealed that alcohol was a factor in 58% of all homicide between 1982 and 1992 and approximately 80% of the crime in the country is alcohol-related. 10, 18 169 REVIEW PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 Furthermore, the effects of alcohol on the physical, mental and social health of Fiji’s citizens have in recent years been the subject of considerable concern amongst health-care professionals and social scientists, as well as the ordinary citizens. 2, 3, 8, 10, 11, 23, 26, 33 At present there is suf? cient evidence from a variety of research ? ndings1, 6, 10, 11, 34 to suggest that the heavy consumption of alcohol contributes other health problems in Fiji, such as diabetes, heart problems, obesity and hypertension. Among the social consequences of excessive alcohol consumption in the country,10, 11 violent crime, domestic violence, and road fatalities have been identi? ed as the most serious. 8, 23, 34 While alcohol and home brew drinking are more common, marijuana cultivation, sales and distribution has become pervasive in some Paci? c Island countries. It has been seen as a good source of income. A further emerging substance abuse issue is glue snif? ng among school age children, mostly in their early teens. In addition, unemployment in youths is a major problem in the Paci? c. In Fiji it has been estimated that out of nearly 10,000 youths seeking employment, only 1500 can be employed. 2, 3, 13 Studies and observations in some urban areas of Paci? c countries point to an increasing numbers of people between the ages of 15-19 engaging in commercial sex worker with some aged even younger. 2, 3, 11, 15, 35, 36 Conclusions There is a range of evidence and data suggesting the potential for increased risk of HIV infection associated with substance use in Fiji, but there is a need to explore this issue further with social behavioural and qualitative research. While harmful substance use patterns and sexual health risk factors are increasingly reported, there is little current analysis regarding the interaction of the two. Of particular concern is the current environment of rapidly changing substance use patterns with little in the way of structural responses to protect the people of Fiji from the range of social and health-related harms. In addition, dif? cult economic conditions and the tangible bene? ts of cannabis growing and distribution (and potential for amphetamine production) lend urgency to the need to investigate these issues further and to develop viable interventions that are informed by robust data and research information. References 1. Goundar R, Kava consumption and its health effects. Journal of Community Health and Clinical Medicine for the Paci? c 2006. 13(3): p. 131-5. 2. Plange, N. K. , Social Aspects of Drug and Alcohol Abuse: An overview of the situation in Fiji. Fiji Medical Journal, 1991. 17(3): p. 5-12. 3. Plange, N. K. , Alcoholism and Crime among Urban Youth in Fiji. 1991, University of the South Paci? c. 4. UNICEF. , Substance use among adolescents in Fiji: A surveillance Report from the Fiji Global Tobacco Survey. 1999. 5. Rokosawa, M. Alcohol problems in Fiji. 1986 [cited. 6. Moulds RFW, M. J. , Kava: herbal panacea or liver poison? [For Debate]. Medical Journal of Australia, 2003(178): p. 451-3. 7. Morrison F, H. F. , Gaylord J, Leigh B, Rainey D. , Adolescent drinking and sex: ? ndings from a daily diary study. Perspective on Sexual Reproductive Health, 2003. 35(4): p. 162-8. 8. Adinkrah, M. , Homicide-Suicides in Fiji: Offence patterns, situational factors & socio-cultural contexts. Suicide and Life Threatening Behavior, 2003. 33: p. 65-73. 170 PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 REVIEW 9. Kava, R. , The adverse effects of Kava. Paci? c Health Dialog, 2001. 8: p. 115-18. 10. Adinkrah, M., Violent encounters: A study of homicide patterns in Fiji society. 1996, Fiji Council of Social Services. : Suva, Fiji. 11. Adinkrah, M. , Crime, deviance & delinquency in Fiji. 1995, Suva, Fiji: Fiji Council of Social Services. 12. Plange, N. K. , Social aspects of drug and alcohol abuse: An overview of the situation in Fiji. Fiji Medical Journal, 1991. 17(3): p. 4-12. 13. WHO, National Workshop on Alcohol Related Problems in Fiji. 1986. 14. Naiveli, B. , Alcohol and Crime. 1986, Royal Fiji Police. p. 34,35 15. Kippax, D. D. , The Genesis of Alcohol -Related Problems. 1986, Fiji School of Medicine. p. 24-28. 16. Na tabili kavoro: The place of alcohol in the lives of Fijian people living in Aotearoa New Zealand. ALAC Research Monograph series: No. 4. Wellington, Sector Analysis, Ministry of Health for the Alcohol Advisory Council of New Zealand, 1997. 17. Alcohol per capita consumption, patterns of drinking and abstention worldwide after 1995. Appendix 2. European Addiction Research, 2001. 7(3): p. 155-157. 18. http://www. who. int/substance_abuse/publications/en/? ji. pdf, WHO Global Status Report on Alcohol 2004: Geneva. 19. Recommendations for policy to support health promotion. A report to the Minister of Health., N. C. f. H. Promotion, Editor. March 1998. 20. Devanney M, R. G. , Baldwin S, Crofts N, Power, R, Illicit drug use and responses in six Paci? c Island countries. Drug and Alcohol Review, 2006. 25: p. 387-900. 21. Drug Enforcement Administration – Intelligence Division, Drugs Intelligence Brief: the paci? c islands region, v. Alexandra, Editor. 2004, Drug Enforcement Administration. 22. United States Of? ce on Drugs & Crime, Paci? c Islands: UNODC – Regional Centre for East Asia and the Paci? c. 2003. 23. Ratinisiva M, Drug Traf? cking, Prevention and Control in Fiji. Fiji Medical Journal, 1991. 17(3): p. 5-12. 24. Fiji Islands Revenue and Customs Authority, Annual Report. 2006. p. 17. 25. Louisa, C. , Paci? c ripe for drug ring boom, in NZ Herald. 2004: Auckland. 26. Abusah, P. Y. , The Drug Scene in Fiji. Fiji Medical Journal, 1991. 17(3): p. 21-25. 27. http://www. stats? ji. gov. fj/Key%20Stats/Miscellaneous/15. 7%20crime%20cases%20recorded. pdf. 2008. 28. http://tvnz. co. nz/view/page/425822/37544, More Fijian youth in drugs, prostitution 2001. 29. Illicit Drugs Control Bill Draft. Fiji: Paci? c Islands Forum Secretariat. 2002. 30. Ministry of Health, Annual Report – Shaping Fiji’s Health.2007. 31. http://www. health. gov. fj/index. html. 2008. 32. http://www. stats? ji. gov. fj/Social/health_cdeath. htm. 2008 [cited. 33. Council out to Fight Drug Abuse, in The Fiji Times. 34. Caswell, S. , Alcohol in Oceania. 1986, Alcohol Research Unit, Dept of Community Health and General Practice, School of Medicine, University of Auckland, New Zealand. p. 25. 35. Kippax D, O. M. J. , Alcohol-Related Problems in Fiji. 1986, Suva: Suva. 36. Ali, S. , Family Life Education. 1986, Ministry of Education. p. 36-39. 171 REVIEW PACIFIC HEALTH DIALOG MARCH 201 1, VOL. 17, NO. 1 172.

High temperature polymers Essay Example | Topics and Well Written Essays - 2000 words

High temperature polymers - Essay Example Introduction: Polymers or most ordinarily known as plastics is used abundantly in a wide range of applications. In fact, they are seen almost anywhere in our daily lives. Polymers are those substances that are composed of individual monomers cross linked with long chains and bonds. They are composed of a long chain of carbon backbone constituted with other elemental contributions such as O,N,S,F, Si and S. Polymers are organic materials. Generally, their basic properties include lightweight, good insulation properties, ductile, low strength, and good noise and vibration dampers. There are plastics used widely in many industries and can even be seen in everyday lives. Majority of the packaging materials seen today uses polymers with varying densities. Polymer molecular structures are large with complex bonds and chains. There are high density polymers and low density polymers. As per molecular structure, these polymers differ in their chain length, chain branching and the inter-chain bonds (Reusch). As a common misconception, polymers are said to be applied in low temperatures as they are known to degrade immediately with the presence of heat and exposure to high temperature. There is however, a special kind of polymer- the high temperature polymer that exudes exemplary properties greatly superior than ordinary ones. Their applications are slowly introduced in the market and little by little replace the more conventional structural materials. High Temperature Polymers: Definition and Properties Plastics as considered with their physical appearance are not known to be used in high temperatures due to misconception that they easily melt with application of heat. This may be true somehow as most plastics found in nature are easily destructed with high temperature. However, there are some kinds of plastics that are designed differently from all the rest. Indeed, there are plastics and polymers that are resistant with temperatures and they are guaranteed to be of bes t application when high temperature and heat are concerned. High temperature polymers are those plastics that can withstand temperatures above 135oC. They are known as the ‘commodity’ plastics and at the moment, it has increased in the percentage in the total plastic usage (Performance 1). These are stable plastic materials derived through lengthy and vigorous research works and innovative inventions of brilliant minds that walked through this life that prove that the synthetic chemistry field has reached maturation. Applications of these materials range widely as there are many technologies where these polymers are used. It is important to note that high temperature polymers have properties that bypassed those ordinary ones. Heat transfer is mostly through conduction. Specific heats have a range of 0.7-2.5 kJ/kg-K. Polymer composites on the other hand have variable specific heats depending on the average weight of the components. Thermal conductivity ranges from 0.1 -0 .2 W/m-K (Tant et al 4). It is also important to note that the value may differ when there is incorporation of other particles in the materials (5). The maximum tensile stress application can reach from 455 kPa or 1820 kPa (6). Properties of composite polymers that are applicable for high temperatures have higher values as compared to other materials. High temperature

Theories explaining homelessness Essay Example | Topics and Well Written Essays - 750 words

Theories explaining homelessness - Essay Example In this paper the issue of homelessness will be discussed thoroughly by having a look at national homelessness factsheets with an emphasis on sociological theories to help understand the reasons of this social problem. Homelessness is a condition caused by numerous factors that affect people of various demographics in the United States. Among the most affected groups are African-American and White people, especially single men and children aged between 5 to18 years are seriously affected by this condition. Also, there are groups of people who are victims of domestic violence such as women who leave their homes to get rid of violence. Among the homeless people, there are mentally ill individuals and drug addicts as well, who do not have accommodation facilities. The main reason of homelessness is poverty and unemployment, offering people little opportunities to earn and pay for their housing facilities. However, there are other reasons as well such as domestic violence, mental illness, drug addiction, lack of affordable residence and little public assistance. According to a study, 10% of homeless people are suffering from mental disorders (Drake, Osher & Wallach, 1991). There is need to take certai n steps, for instance, controlling mental illnesses and addiction, poverty and unemployment and violence by providing healthcare, psychological and financial assistance to people in need in order to deal with this issue. Classical sociological theorists Emile Durkheim and Max Weber had given their views on society and its issues decades ago in the form of grand sociological theories. Durkheim gave a concept of anomie, a state of being normal in a society that could be applied to the social problem of homelessness that America is facing today. According to him social problems enter in a society when it lacks moral unity and norms and values are unable to create

Terrorist Group Profile Research Paper Example | Topics and Well Written Essays - 1750 words

Terrorist Group Profile - Research Paper Example Lashkar-e-Tayyiba was formed in the 1990s, being the military wing of Markaz-ud-Dawa-wal-Irshad, a Pakistan-based Islamic fundamentalist missionary organization which had been founded in the 1980s to oppose the Soviets in Afghanistan and which fought against the Taliban against the Soviet occupation of Afghanistan (American Foreign Policy Council, 2011). The Pakistan government banned it in 2002 after it was designated as an international terrorist organization. Beginning from the year 1993, Lashkar- e – Tayyiba has conducted many attacks many attacks against Indian security forces and civilian dwellings and targets in the areas of Kashmir and Jammu, which have been internationally designated as a disputed area between India and Pakistan. The terrorist organization has continued to operate, despite being banned and its assets frozen by the Pakistan Government in the year 2002 and sanctions imposed upon its four senior leaders in the year 2008 (South Asia Terrorism Portal, 2001). In the recent past, the movement has become more international in its agenda, advocating terrorism and propaganda against the United States, Israel and other of what it terms as its enemies, according to the United States department. In 2008, for example, there were coordinated terror attacks against locations known to be frequented by western tourists in Mumbai India, whereby 170people were killed, and 300 were injured (American Foreign Policy Council, 2011) . Even though Lashkar- e – Tayyiba did not admit its responsibility for the attacks, one of the terrorists captured admitted to being a member of the terrorist organization and having being trained for the attack in Pakistan camps. An American citizen known to have links with the terrorist organization, David Coleman Headley, also admitted having done surveillance of targeted locations in Mumbai and sent the surveillance pictures and videos to the terrorist group. India’s National Investigation agency

To what degree are resourcing stragegies constrained by the nature of Essay

To what degree are resourcing stragegies constrained by the nature of the external employement market and how can the human resources function respond to these - Essay Example It basically deals with the process of selection and socialization of new recruits towards getting the right work done by the right people. Aside from this, resourcing also helps the company understand the expectations of its prospective employees on issues such as: the reasons why people work, expected working conditions and salaries, promotions and the varying employment levels, effects of competitor activities on employee availability, and working patterns. On the other hand, the Hudson Institute, in its Workforce 2020 publication, indicated that resourcing strategies are, as a whole, not only involves the needs and expectations of employees but as well as the movement of its external environment. This involved the aspects of: (a) economic and technological change, (b) workforce availability and quality concerns, (c) demographics and diversity issues, and (d) organizational restructuring. Given the aforementioned issues and constraints, there is evidence to prove that the external employment environment has a great contribution in the manner to which organizations utilize its resourcing strategies. Before further discussion on the nature of the external environment, there is a need to answer the question, why do people work? In any working environment, people work, not only because they want to, but initially because they need to. In exchange for the amount of work they do for companies, employees get compensated and rewarded for the work well-done. Like in the case of American Express (HRM Guide, 2001), wherein it awarded its Canadian staff after the company had surpassed its 5-year financial targets and record. Since people work in exchange of the compensation they get, American Express equaled the loyalty and hard work of its 3,500 employees by benefiting them with a bonus plan for its entire Canadian staff and a stock purchase plan in which the employees can have an option of buying the company’s shares through its savings

China's Health Care Initiative Assignment Example | Topics and Well Written Essays - 1250 words

China's Health Care Initiative - Assignment Example In general, financial difficulties in China make it difficult for the government to provide and for private citizens to access quality health services. Moreover, one of the basic aspects of health promotion is grounded on health education. Health education is a function of various health professionals, but more so for nurses who often spend the most time with patients and their families; and who are often deployed in the community setting. It is therefore important to conceptualize a program which can maximize the role of nurses in health education and community activism. Hence, this program is being conceptualized as a means of improving the health outcomes in China. Goal/Objective/Activity Goal: To conceptualize a health education plan which will be taught by the hospital nurses to their patient during the latter’s stay in the hospital and by community-based nurses in the community setting Objectives 1. To teach proper hand-washing techniques to the patients and their famili es before discharge. Activities a. Demonstrating proper hand-washing techniques to the patient and their families. b. Explaining to the family the importance of applying proper hand-washing techniques and how they can prevent the spread and the acquisition of diseases through hand-washing c. Asking the patient and the family to demonstrate proper hand-washing techniques prior to discharge. ... b. Teaching the patients and the members of the community the schedules of immunization, the types of immunization available, and the benefits of having their children immunized 3. To teach the patients and the community the importance of a healthy diet and exercise, along with appropriate techniques in achieving optimum health outcomes. Activities a. Teaching the patients and the community the different benefits of adapting a healthy diet and exercise in one’s life. This includes teaching the patients the different essential foods which can provide optimum health and resistance to diseases. b. Teaching the patient and the community the importance of exercise and the different activities in which they can participate to reduce excess weight and to maintain a healthy lifestyle. c. Teaching the patient and the community the importance of avoiding excess intake of alcohol and/or drugs; the benefits of quitting smoking; and the different ways they can avoid the transmission and th e acquisition of sexually-transmitted diseases. 4. To teach the patients and the members of the community the importance of early prevention and treatment in reducing morbidity and mortality rates. Activities a. Teaching the patients the importance of having regular check-ups and diagnostic procedures in order to ensure the early detection of diseases like cancer or AIDS. b. Teaching female patients how to properly conduct breast self examination and male patients how to conduct prostate self-examinations. This also involves teaching patients the different early signs and symptoms which can indicate the presence of diseases. Rationale/Significance Nurses are at the very forefront of health care delivery (Chambliss, 1996).

Fashion and Flesh Essay Example | Topics and Well Written Essays - 500 words

Fashion and Flesh - Essay Example The essay "Fashion and Flesh" talks about Flesh and Fashion. Unfortunately, males also look to these images to determine whether or not the females in their lives can compare, or if they have made the cut to be considered attractive. Television, movies, and magazines have greatly altered our perception of what a normal, healthy, beautiful human being should look like. Plus-size models, though they do exist, are very few and far between. It is almost impossible to find a magazine or watch a television show or movie that does not have a very thin female as the center of attention, or as a supporting cast. Yet when people in real life look around at the other people surrounding them, they tend to become confused at how many different body types there really are in this world and how very few of them can actually be compared to those on the silver screen. Unfortunately, the same perception is made as these people look at themselves. To constantly see size two waists on television and the n to look down at your own size five body has the ability to be discomforting. It suddenly becomes a dream, a goal, to look just like the skinny frame viewed on television. Eating disorders have become very common in young females, and many of these cases can be traced back to the lack of self-esteem they feel after having viewed too many of these thin starlets. They either expect themselves to look the same, or else are expected by others to be just as thin. Becoming the glamorized perception of beautiful has become a task.

Cultural Diversity in the U.S Assignment Example | Topics and Well Written Essays - 750 words - 3

Cultural Diversity in the U.S - Assignment Example The United States experiences racial conflicts, which have given birth to riots, clashes and discriminative attitude and behavior. Human rights activists always persuade to the government as well as law enforcing agencies for treating all individuals on equal foundations by offering them equal education, health, business, recreational, sports and job opportunities, so that future generations could be protected from the bloody clashes because of the unequal distribution of wealth, resources and opportunities imposed and inflicted upon the minority groups by the political, social, educational and economic institutions. Affirmative action has been in vogue in almost all states, cities and institutions of the USA particularly for the last four decades, and laws strictly condemns application of any discrimination on the individuals. â€Å"There are thousands of examples of situations where people of color, white women, and working class women and men of all races who were previously excl uded from jobs or educational opportunities, or were denied opportunities once admitted, have gained access through affirmative action.† (Kivel, 1997: 3) Now, no public or private reject to recruit the black, female or gay candidates to obtain employment because of their complexion, gender or sexual orientation etc. Race-sensitive admissions policies have also been adopted at schools, colleges and other educational institutions. Actually, social discrimination is not confined to employment and job only in the USA. Rather, the same prejudiced behavior could be observed in healthcare services and various educational institutions too. It was particularly the case in past when an overwhelming majority of teachers, staff members and students, belonging to white Anglo Saxon population (WASP) displayed their hatred by teasing the Black students through different ways; even separate water coolers and washrooms

The Great Gatsby by F. Scott Fitzgerald Essay Example for Free

The Great Gatsby by F. Scott Fitzgerald Essay Fitzgerald’s novel The Great Gatsby has captured people who wanted and defined the American dream. The American dream according to Americans after the World War I is to earn money and get everything they want without exerting too much effort, being successful without doing actual work. Jay Gatsby has successfully achieved the American dream; he gained his success and fortune out of crime; he was prominent and well known among the socialites. Jay Gatsby had it all; all except the girl he loved. The value of Americans has changed after the World War I. People became greedier, people wanted everything without exerting an effort, so much like those who went to parties organized by Jay Gatsby. They acknowledged the wealth of Gatsby without thinking where and how he got it, all they knew was that he was a powerful person and they should join him in order to be powerful and successful. The ideal of having the American dream in the Victorian Era was to be an individual and to discover what ones purpose is different from the dream Americans dream after the World War I. People were willing to let others sacrifice in order for them to get what they wanted. Fitzgerald is trying to show his readers through his novel that the moral of Americans had changed and that their values were different from the past. He showed what

General Educational Development Questions Essay Example for Free

General Educational Development Questions Essay 1.Why are dogs mans best friends? Dogs are called mans best friend for many reasons. For hundreds of years, dogs have been friendly, loyal and protective of their human owners. For just as many years, dogs have accepted the love and affection of humans and have been greeting them with a wag of the tail all this time. A dog still wants to be your buddy and play with you even if youre in a bad mood or havent spent much time with him recently. They dont judge us for things like that, they just keep wagging.All a dog wants is to be loved and loved back. 2. Why are Hurricanes Dangerous? Hurricanes are considered to be very dangerous because they are deadly and are formed from strong tropical storms. When hurricanes happen, they result in heavy rains and strong winds that can sweep humans, buildings and livestock, cause inland flooding, marine hazards and even tornadoes. With that combination, they inflict widespread destruction and can result in a large loss of life. 3. Is addiction a disease.? â€Å"Addiction is a primary, chronic disease of brain reward, motivation, memory and related circuitry. Dysfunction in these circuits leads to characteristic biological, psychological, social and spiritual manifestations. This is reflected in an individual pathologically pursuing reward and/or relief by substance use and other behaviors.Addiction is characterized by inability to consistently abstain, impairment in behavioral control, craving, diminished recognition of significant problems with one’s behaviors and interpersonal relationships, and a dysfunctional emotional response. Like other chronic diseases, addiction often involves cycles of relapse and remission. Without treatment or engagement in recovery activities, addiction is progressive and can result in disability or premature death [emphasis added].† 4.Why is getting my diploma important.?  A high school diploma is important to my future, because college admissions counselors and potential employers usually wont consider you unless you have one. If I were to get a high school diploma and not need it, not much would have been lost. However, if I were to not get a high school diploma and then end up in a situation in which I needed it, I would be in a bad position. Even people who decide to open their own business might need business classes, meaning they would likely need to be accepted by a college or university, therefore having to present a high school diploma. It seems like many employers and facilities of higher education are willing to accept a GED in place of a high school diploma, but not all of them are. In addition, in order to pass my GED, I should have knowledge of things learned in high school. So it makes sense to stick it out and get the diploma. 5. Why you like or dislike Miami.? I like it because its nice and warm with beaches, and because its the Spanish Hollywood of the United States. I dislike it because of the streets that tend to get dirty, but overall theyre fine. 6. Reasons why Math is important. Math is hugely important. Pretty much everything you do involves math. All careers invlove some type of math and even if you dont have a career you still use math everyday. Think about how many times a day you estimate something or figure out some type of math problem. You do use math whether you realize it or not. Some jobs like an artist might not catch people as a math job but you have to add up totals of money in order to sell your art, or even when etimating paint utencils and other stuff. 7. Why is your best friend so special.? My mother is my best friend, ive known her all my life. Shes the only person I know that will listen to me, not judge, offer honest and real advice without having other motives. Shes just like me but were different in so many ways. I feel so blessed to have a best friend who is actually family. We can share everything from clothes, to purses, to hair items and know well get it back lol.! I feel so blessed to have someone so wonderful in my life. The special for me is that I always gonna have her and her pure love. 8. Why is Tanning in the sun Dangerous.? Some people think having a tan gives them a healthy glow. But a tan really shows that the skin is trying to protect itself from sun damage. Sun damage can lead to premature aging (wrinkles!), eye damage and skin cancer. Even indoor tanning is not without risk. Tanning beds and lamps can expose you to even more harmful ultraviolet light than the sun does. And tanning products such as self-tanners,sunless sprays and pills can expose you to additional risks, according to the Food and Drug Administration. Before you try to get a tan, you should learn how and why our skin tans. When a type of radiation is exposed to the skin, the skin responds by producing melanin. Melanin is a dark substance that helps prevent the body from taking in too many harmful sun rays that can damage skin. The sun produces two kinds of rays, UVA and UVB. UVB rays are around all year and UVA rays are mostly present only during the summer. UVA rays are regarded as safer and they cause the skin to age, while UVB rays cause the skin to burn. However, both of these types of rays are harmful and dangerous in large quantities. Overexposure to the sun can cause sunburn and even skin cancer.

Overview and Analysis of Red Bull, Its Successes and Controversies

Overview and Analysis of Red Bull, Its Successes and Controversies When we first started, we said there is no existing market for Red Bull but Red Bull will create it. And this is what finally came true. Dietrich Mateschitz (Dolan 2005 p.1) Red Bull ®s 1987 launch established an energy drinks market. In 2009 they continue to dominate the globally. How did they achieve? How do they plan to maintain their stronghold? In 1987, revolutionary marketing and advertising techniques coupled with fortunate circumstances enabled Red Bull to create the energy drink market. In todays diverse and ever-expanding market of 228 competitors, Red Bull is likely to lose overall global market share. Ever optimistic, Red Bull continues with extreme sports sponsorship, creating events, nurturing the Red Bull ® lifestyle, a strategic business plan including expanding into emerging markets and developing products and plans to include multi-million dollar resorts and theme parks. Red Bull ® has every reason to be confident of its future. In 2008, the worldwide Functional Drinks market was worth $26.9 billion. Relatively new and still developing, by 2013 the market is expected to expand by 64.3% to a value of $44.3 billion (Datamonitor PLC 2008), spread over three different categories: Sports, Energy, and Nutraceutical. These products aim to improve users, physically and mentally or just improve well-being (Moosa 2002; Datamonitor PLC 2008). With energy drinks being the largest sector at 47.3%, Red Bull ®, was first of its kind, holding a 29% global market share in 2008. (Datamonitor PLC 2008). Spreading its wings internationally since its birth in 1987, 2008 saw Red Bull ® GmbH worth à ¢Ã¢â‚¬Å¡Ã‚ ¬10.9 billion, selling over four billion cans worldwide in 70 countries (Mà ¼ller 2009). History Red Bull ® was the brainchild of Austrian, Dietrich Mateschitz, ex-managing director of toothpaste manufacturer Blendex, where he travelled widely, experiencing different cultures (Gschwandtner 2004). On one business trip , Mateschitz read that one of Japans highest taxpayers was Mr. Taisho, manufacturer of an energy giving drink. Later in Thailand, he learned that taxi drivers use these drinks to counter fatigue. Mateschitz also noted that the drinks ingredients lacked a patent (Gschwandtner 2004). Armed with this information, in 1984 he approached Chaleo Yoovidhya, owner of Thai company TC pharmaceuticals, producer of the Kratindang energy drink (Gschwandtner 2004). Mateschitzs concept was to form a company selling its own energy drink worldwide at a premium price (Keller 2004). Chaleo agreed, each took a 49% stake, investing half a million dollars. Chaleos son took the remaining 2%, and Mateschitz agreed to run Red Bull ® (Dolan 2005). Red Bull ® was first established in Austria. Initially wary of the products unusual ingredients, Austrias government insisted on stringent scientific safety testing. Thus, Red Bull ® was not licensed until 1987. Subsequently, this regulatory procedure proved a mixed blessing for Red Bull ® (Gschwandtner 2004). (Kratin Daeng The iconic eye-catching logo and slogan red bull gives you wings were then designed (Gschwandtner 2004). By 1990, despite high sales figures, and a lot of promotion, Red Bull ®s finances were in the black. To this point, funding had been 90% equity from the two partners and 10% bank loans (Gschwandtner 2004; Dolan 2005). Ambitious Mateschitz now believed Austria too small a market for Red Bull ®. In 1993, Red Bull ® moved into such countries as Hungary and Germany, planning to pre-market the little 250ml can by word of mouth across Europe (Gschwandtner 2004). Red Bull ®s Kraihamer commented, We do not market the product to the consumer, we let the consumer discover the product first (Keller 2004, p.119). This Buzz marketing proved highly successful, and inexpensive. Red Bull ®s controversial ingredients made it a cool fashion icon. Its mixability with vodka, coupled with extreme sports sponsorship, helped the drink tap into the young hip market (Cooney 2007; Gschwandtner 20 04). By 1997, Red Bull ® had conquered most of Europe including the UK. It then moved onto the USA, working state by state with a similar buzz technique (Hein 2001). Today Red Bull ® is now Austrias most successful brand, worth more than à ¢Ã¢â‚¬Å¡Ã‚ ¬10.9 billion, with diamond producer, Swartzkopf being worth half as much (Muller 2009). 3.0 Does Red Bull ® Revitalise the Body and Mind? Red Bull ® is billed as a drink which: à ¢Ã¢â€š ¬Ã‚ ¢ Improves physical endurance, à ¢Ã¢â€š ¬Ã‚ ¢ Stimulates metabolism and helps eliminate waste substances, à ¢Ã¢â€š ¬Ã‚ ¢ Improves overall feeling of well-being, à ¢Ã¢â€š ¬Ã‚ ¢ Improves reaction speed and concentration, à ¢Ã¢â€š ¬Ã‚ ¢ Increases mental alertness (Keller 2004). Red Bull ® is best consumed:, à ¢Ã¢â€š ¬Ã‚ ¢ At times of increased mental and physical strain, à ¢Ã¢â€š ¬Ã‚ ¢ On long sleep-inducing motorways, à ¢Ã¢â€š ¬Ã‚ ¢ During intensive working days, à ¢Ã¢â€š ¬Ã‚ ¢ Prior to demanding athletic activities, à ¢Ã¢â€š ¬Ã‚ ¢ Before tests and exams, (Redbull.com (a) [ca. 2009]). Some consumers are easily convinced of Red Bull ®s effectiveness. Nicknames such as liquid speed and liquid cocaine along with peer pressure build hype around the product (Kumar, et al. 2004). American college student Kaytie Pickett illustrates this: Maybe I think it works just because they say it works Im a slave to peer pressure (Walker [ca. 2009]). Other consumers are more sceptical. Brandweek reported in 2008 that Red Bull ® was one of the UKs lowest ranked companies in a survey of perceived brand value (Brandweek 2008). Despite the odds, studies proved the drinks effectiveness. One such study was on ten individual graduate students, five of which were given a placebo, the rest Red Bull ®. Conducted before and several hours after consumption, the results proved conclusively that: the mixture of three key ingredients of Red Bull Energy Drink used in the study (caffeine, taurine, glucuronolactone) have positive effects upon human mental performance and mood (Seidl, et al. 2000). Whereas most products spell out exactly what they do, Red Bull ® uses vague terms, Vitalizes Body and Mind (Walker [ca. 2009] p.2) relying on consumers to purchase the drink and discover its effects themselves. (Walker [ca. 2009]) 3.1 What are the ingredients in Red Bull ®? Red Bull ® 250ml cans contain; à ¢Ã¢â€š ¬Ã‚ ¢ 80mg of caffeine, à ¢Ã¢ ‚ ¬Ã‚ ¢ Taurine, à ¢Ã¢â€š ¬Ã‚ ¢ Glucuronolactone, à ¢Ã¢â€š ¬Ã‚ ¢ Sugars, à ¢Ã¢â€š ¬Ã‚ ¢ Vitamins (Keller, 2004 p.117). Taurine is Red Bull ®s most controversial ingredient. In organic form, it was discovered in the bile of a bull (Irving Sax, et al. 1987). This is the likely source of not only the name, but also rumours that it is made from Bull Testes or that it contains Bull Semen. In the drink, taurine comes in synthetic form (Redbull.com (c) [ca. 2009]; Walker [ca. 2009]). Human beings produce taurine in a form similar to that of an amino acid. During extreme physical activity, the body may require more taurine than is produced. Taurines metabolic stimulatory effects help the body work harder. (Keller 2004; Healingdaily.com 2009). Equally, its detoxifying effect helps counter fat build-up on the liver caused for example by excess binge drinking (Healingdaily.com 2009; McCall 2005). Glucuronolactone is a naturally occurring amino acid in human beings, produced by glucose b reaking down in the liver. It also removes toxins from the body and is a metabolic stimulator, fighting fatigue, and producing a feeling of well being (Keller 2004). Theoretically, these supplements should help the body to perform better, when under stress, fatigue, or performing physical exercise. Red Bull in suspected link to deaths (BBC News Online 2001) Despite Red Bull ®s beneficial effects, some users have had adverse effects from consuming it, and as many as five people have died. A 16-year-old volleyball player would faint during games, and gain a heart rate increase of 30bpm. Diagnosed with postural tachycardia syndrome, she told the doctor that during the week she would drink four to five cans of Red Bull ® daily. Returning to normal a month later having stopped drinking Red Bull ®, doctors believed that high concentrations of taurine in the brain might have interfered with her cardiovascular system (Terlizzi et al. 2008).1 In 2001, an 18-year-old basketball player shared four cans of Red Bull ® with friends, played a game, then later died of Sudden Adult Death Syndrome. An investigation was recommended into high caffeine content drinks (Medicalnewstoday.com 2004). Two clubbers died in 2001 after drinking Red Bull ® with vodka, a third died after drinking it after extreme physical exercise. No results were published into the relationship between Red Bull ® and their deaths (BBC News Online 2001). A WalMart shelf stacker with a heart condition would drink four cans of Red Bull ® a night. He later died of a heart attack. The coroner had insufficient evidence to link the death with Red Bull ® (Clarke 2008). Most major brands will open up to consumers if there is a health scare or death related to their products, in an effort to safeguard brand loyalty (Dunne 2005). Red Bull ® prefers to take the offensive; No one anywhere has ever shown any link between Red Bull energy drink and harmful effects (Medicalnewstoday.com 2004). This makes them appear edgy, flaunting their dont mess with us attitude. 3.3 Has Red Bull ® profited from controversy? Debate surrounding Red Bull ® has been a double-edged sword. On the one hand, they loose some customers due to health fears, as countries such as Denmark, France, and Australia ban the drink. On the other hand, along with the bans, negative press rel ated to the ingredients, nicknames, adverse affects and deaths, has not only made Red Bull ® a talking point, giving them free publicity, it has also allowed the drink to keep its edge, and remain cool. As Mateschitz himself points out; Without the old high school teacher telling his students Red Bull is evil probably even a drug it wouldnt seem interesting and therefore would loose its edge (Kumar, et al. 2004). This edge was proved during Red Bull ®s launch in New Zealand. The distributor was selling a version of the drink with a UK health warning that the government did not recognise. To get round this, they re-labelled each of the 70,000 cans. When consumers found out that the authorities disapproved, demand went through the roof punters would buy Red Bull and immediately pull off the sticker. Theyd tell their mates: this stuff is illegal, everyone wanted to be drinking from the forbidden tin (Cooney 2007). 4.0 Red Bull ®, a non-descript market? Mateschitz believed consumers would take Red Bull ®s benefits seriously only if the product cost more than an average soft drink. Therefore from the outset, the cost per can was set 10% above the most expensive competitor, regardless of country. This is why a single can of Red Bull ® can cost up to 300% more than a traditional soft drink (Keller 2004). Conducting initial market research in 1987, Red Bull ® had failed miserably; people sa id its colour and taste were disgusting (Johnson 2002). However, this was not all bad news, further research revealed; 50% of our test group were crazy about Red Bull, and 50% said it tasted terrible (Johnson 2002). Ambivalence, as Mateschitz later says, was great for Red Bull ®, creating discussion, controversy and giving Red Bull ® the edge it needed to start a new market. Some thought it had a medicinal taste, persuading consumers of its functional properties and added value (Keller 2004 p117). The drinks extra cost would not deter them (Keller, 2004). Red Bull ® describes its market as; more than just a hot secret for the night owl and the non-stop party-animal. It is appreciated by a wide range of people, such as the overworked taxi driver, the stressed manager, the exam-anxious student and the pressured journalist It is used by surfers in the summer and snowboarders in the winter (Redbull.com (d), [ca. 2009]). Companies typically select their consumer group by specifying such target elements as age, job, sport, or occupation. Red Bull ® does the contrary. Whilst talking generally about their consumers, stressed student, taxi driver, stressed manager etc, they manage to keep their market relatively vague (Walker, [ca. 2009]). So the question is, who buys such a strange tasting, expensive product, with benefits deliberately not spelled out in black and white? Rob Walker [ca. 2009] argues what Red Bull drinkers have in common is a taste for the edgy and faintly dangerous. Keeping a question mark over the specific consumer allows drinkers to fit into the Red Bull ® clique. Despite the young hip image, Red Bull ®s non-descript credentials allow it to be consumed by just about anyone, creating access to wider markets and competitive advantage (Walker [ca. 2009]). 5.0 How is Red Bull Marketed? Red Bull ® presents an image of a small, friendly enterprise. We dont want to be seen as having lots of money to spend (Walker [ca. 2009]). The truth however is quite the contrary. The company spent $600 million, or 30% of its revenue on marketing in 2004, Coke spends 9% (Dolan 2005). This huge sum is spent on extreme sport sponsorship, live events, and eye-catching design, with less emphasis on media advertising (Gschwandtner 2004). This section asks how and why they use these techniques. 5.1 Sponsorship Red Bull ® sponsors over 500 extreme sports athletes worldwide. Examples include Formula 1 Freestyle Skiing, Break Dancing, and Free Climbing (Gschwandtner 2004). Additionally, Red Bull ® creates events filling every niche, from DJ battles, Whacky Races, Air Shows through to Festivals. (Gschwandtner, 2004; see page 10) In 2003, 200 million people watched worldwide as B.A.S.E. jumper Felix Baumgartner leapt from a plane at 30,000ft above Dover with a carbon wing strapped to his back. He flew the 22 miles across the English Channel to Calais at an average of 135mph, setting a new world record (Wyatt 2003). The stunt was not only a dig at the outlawing of Red Bull ® in France, but also a pre-marketing strategy to create brand recognition and a buzz about the product (Gschwandtner 2004). Red Bull ® has tapped into the market of the rich and famous by purchasing Jaguar and Minardi Formula One teams in 2004 and 2005 (World Advertising Research Center 2009). Costing over $100 millio n a year and competing around the world, they race under the names Redbullracing and Torro Rosso (Forbes.com [ca. 2009]; World Advertising Research Center 2009). With constant media coverage, and cans of Red Bull ® spotted in the hands of celebrities and the logo splashed all over their cars, Red Bull ® wins even if the two teams lose! The 5500m2 Hangar-7 in Austria diversified Red Bull ®s influence. It is home to the 15 Flying Bull show planes, a chic eatery, and art exhibition. By night, it transforms into a nightclub, with Vodka Red Bull ® on tap (Redbull.com (b) [ca. 2009]). Dedicated pre-market research allows Red Bull ® to tailor events and sponsorship specifically to each consumer group, state by state, country by country, seamlessly. 5.2 Advertising Simple, playful, nonsensical cartoons help market the product at anyone with a sense of humour, regardless of language, reaffirming Red Bull ®s nebulous marketing strategy (see bottom of page) (Keller, 2004). Coupled with the tagline Red Bull gives you wiiings (Keller 2004, p119) a deliberate exaggeration, adding intrigue, it makes the consumer eager to find out for themselves (Walker [ca. 2009]). 5.3 Brand Image Two red coloured bulls charging towards one another. The small size of the can. These could not be better connotations of strength (Keller 2004). The package says it is a serious product, not to be taken lightly. The Red Bull ® cut-out in the pull-ring adds class and interest, whilst the cans mixture of blue and silver portrays refreshment. The cans simple tagline Revitalises body and mind effectively explains the contents function in four simple words, whilst remaining non-specific (Keller 2004, p.118; Keller, 2004). With its fingers in every pie, Red Bu ll ® combines well thoughtout brand image, playful advertising, media-rich events and sponsorship not only to cultivate their edgy image, but also to ensure every consumer can relate to the product in some way. Mateschitz admits,we dont bring the product to the people, we bring people to the product (Gschwandtner 2004). Red Bull ® wants consumers to embrace the product and all its ideals, as he points out Red Bull isnt a drink, its a way of life (Kumar, et al. 2004). 5.4 Some of Red Bulls extreme sports athletes and events in picture Figure 1 Top to bottom, from left to right; Surfing Amazon tidal bore (Gschwandtner 2004), Red bull Playstreets (Hagena 2008), Felix Baumgartner B.A.S.E. Jump Christ Redeemer (Gschwandtner 2004), Redbullracing F1 Getty (G.M., [2009]), Red Bull Storm Chase (Hollmann [ca. 2004 ]) Hangar-7 (Gschwandtner 2004), Felix Baumgartner Channel Crossing (Gschwandtner 2004), The Dolomite Man competition (Gschwandtner 2004), Flà ¼taag flying day (Stone 2008), Red Bull cliff diving (Keller 2004)., Red Bull air race (Larson 2008), Mysteryland festival (Mysteryland 2009). Page | 10 6.0 Revolutionary Marketing This section explores the revolutionary marketing techniques Red Bull ® uses to establish its brand. The techniques developed out of a demand. In 1987, Red Bull ® could not be exported from Austria, as it was not a European Union member state. EU law states that if one country agrees to the sale of a foodstuff, it can be sold in all EU countries. Each EU member state has a list of allowable ingredients, and to Red Bull ®s dismay, taurine was on none of them. Scotlands allowed list did include taurine, so Red Bull ®s first EU market entry was in 1992 in the UK via Scotland (Keller 2004). During the EU ban, with demand high, individuals bootlegged the drink across borders. Red Bull ® was not actually on the black market, but bootlegging did help their semi-legal image (Keller 2004). Red Bull ®s entry to the UK market was rocky. It was not until 1995 that they made profit (see Figure 2). Long established Lucozade led the energy drink sector. 15 20 Figure 2 Red Bull ® UK Finances (millions) (Red Bull Company Ltd 2009) Containing energy boosting minerals and vitamins much like Red Bull ®, Lucozades use of energy as part of its tagline obliged Red Bull ® to change to stimulant instead of energy, thus targeting a completely new consumer 2002). Red Bull ® was sold as a sports drink, not the holistic product seen in Austria. Instead of using the known buzz marketing, Red Bull ® sold through supermarket chains and billboard advertising with a new tagline: you should never underestimate what red bull can do for you (Johnson 2002, p.5). (Gschwandtner 2004; Johnson Profit/loss after tax Expenditure on Promotional Equipment GBP By 1996, Red Bull ® UK had an astronomical debt of  £2.5 million (see Figure 2). Their share of the market only stood at 2% (Johnson 2002). As global director Kraihamer portrays; The UK team started from the wrong end they were wrong, they totally misunderstood how to create a customer base (Johnson 2002, p.5). (Red Bull Mini 2008) Firing the entire sales team, Mateschitz appointed an Austrian director who increased marketing spending (see Figure 2). The slogan was changed back, and Buzz marketing was introduced. Teams of students were hired to tap into the younger markets. Driving Minis with big Red Bull ® cans attached, they attended parties, and social gatherings. These alpha bees would be the popular ones of friendship groups. If they liked the product, so would their friends, creating a buzz about Red Bull ® (Gschwandtner 2004). This coupled with sponsorship of extreme sports meant that between 1998 and 1999 profits after tax went from  £85,000 to  £16 million (see Figure 2) (Red Bull Company Ltd 2009). A similar success story was of Kiwi, Joseph Roberts, who, when on holiday in Slovenia, saw the opportunity to market and sell Red Bull ® back home. Out partying, he decided he wanted a soft drink and stumbled upon a can of Red Bull ®. When the bar man refused to sell it claiming it to be illegal , it made him want it even more. Eventually, he spent no less than $150 on three cans! Drinking just one, he realised its potential. A year on he met with Red Bull ® in Austria. On persisting, he gained rights to sell the drink. Back in New Zealand, his marketing strategy ensured Red Bull ® turned up at the right parties, bars, and shops. By playing the drinks illegal credentials, he used opinion leaders to create a buzz about the product (Cooney 2007). Before he knew it, he was rushed off his feet: We were delivering products from the back of our cars at two three in the morning everybody had to do whatever it took (Cooney 2007, P.5). Buzz marketing evolved during Red Bull ®s USA launch in 1997. Organising sales, marketing, and distribution from the Red Bull ® North American California HQ was impractical. Instead, a structure similar to that of Red Bull ® GmbH split the USA into eight units covering a set amount of states (see Appendix Figure 3). Each unit organised sale s, distribution, and pre-marketing. This meant the buzz was created even before Red Bull ® arrived. The alpha bees would poll consumers interests, for Red Bull ® to promote the drink in the right places and sponsor the right events (Hein 2001). 7.0 Maintaining market share Red Bull ® dominated the global market in 1987. By 2008 however, they still led with 29%, but energy drink company Monster was catching up with 23% (The Nielson Company 2009). The next section explains how and why, it changed. In 1987, UK Lucozade and USA Gatorade, although not specifically energy drinks, crossed over into Red Bull ®s territory, having already been on sale for many years. Equally, Kratin Daneng held a market share in Asia, although not in carbonated form (Gschwandtner 2004; Kumar, et al. 2004). With over 228 brands listed in 2008, the picture had become very different. Energy drinks were an extremely complex market area. In can or re-sealable bottled format, the sizes varied from the slim original 250ml, to the new 300ml and 680ml varieties. Products now ranged from regular carbonated energy drinks through to Energy Shots with 25 new versions in 2008, natural organic non-carbonated forms, and aphrodisiac drinks (The Nielson Company 20 09). In 1997, Hansen Natural brought out Monster Energy, using similar marketing techniques as Red Bull ®. Its tagline Unleash the Beast evokes a certain type of consumer, together with its Monster Army of extreme Figure 4 Global Energy Drink Market Share 1987 (Various sources) Red Bull Other Figure 5 Global Energy Drinks sales 2008 (The Nielson Company 2009) 1 RED BULL 3 ROCKSTAR 5AMP 7 NOS 9 SOBE Next 90 brands (Monsterenergy [ca. 2009]) 2 MONSTER 4 FULL THROTTLE 6 NO FEAR 8 ADRENALINE 10 BOOKOO sports athletes and promotion through events strives to put Monster on a level footing with Red Bull ®. With a similar calorie count, and blend of ingredients it resembles Red Bull ®, yet is double the size and half the price, it was bound to sell well (Johnson 2002; Monster energy [ca. 2009]). Coffee energy drinks recently entered the market, such as SHOCK coffee (Johnson 2002; SHOCK coffee [ca. 2009]). However companies including Red Bull ® had already tried similar products without success, Fair Trade energy drinks are likely to be a popular new market entrant (The Nielson Company 2009). 8.0 Competition and Intellectual property Energy drink companies have ridden the wave of Red Bull ®s success bringing out similar looking products. No patent on the drink means even their taste could be the same allowing competitors to undercut Red Bull ® and take some of their market share. How has Red Bull ® protected its brand image in the now turbulent functional drinks market? Red Bull ® is a registered trademark. Extremely protective of its brand image, strict guidelines govern the ways Red Bull ® portrays itself in advertising; from use of colour to font size, they cover it all. These measures deter copycat brands but it does not always work; (Keller 2004) In 2007, Red Bull ® took rival energy drink Boost to court, saying their cans use of silver and blue infringed the Red Bull ® trademark. The images on the right hint that Red Bull ® won. (Irish Independent 2007). Red Bull ® took Music Festival organiser Mean Fiddler to court in 2004, claiming firstly that t heir energy drink Synergy had infringed their trademark with silver and blue patched cans of similar size. Additionally they believed Synergy had been switch selling. Losing the court case, Red Bull ® paid out  £20,000 in court costs (Sweeny 2004). Australian wine company Reschke Wines bid to register the trademark Bull Traders in 1999 featuring the outline of a bull. The two companies went to court over the issue (Ainslie 2008). 9.0 Discussion Selling over four billion cans worldwide last year and with global sales figures up on 2007 by 13.2% Red Bull ® remains optimistic of its future. 2009s plans to expand into new and emerging markets such as Africa, Russia, India, and Japan remain unchanged (Mà ¼ller, 2009). However Red Bull ® is not the only energy drink company weathering the economic crisis so well. Reports predict an increase in global energy drink sales by more than two thirds in 2014, at over 8 billion litres annually (Canadean Ltd 2009). What are Red Bull ®s p lans to maintain dominance in the energy drink sector and increase revenue, especially in these times of economic downturn? (Reschke Wines [ca. 2009]) (Boost [ca. 2009]) Page | 14 9.1 Diversification of product range When companies start out with one product, they later diversify or update the existing range to keep consumer interest, ensuring their product does not reach maturity too soon. Red Bull ®s sales figures are still growing, even after 22 years. Their uniqueness on entry into the drinks market as an energy drink has given them 16 long years before they felt the need to diversify (see Figure 5). Successes and failures of products Red Bull ® has brought out are described below. With over one in four adults in the UK trying to loose weight most of the time (Talking Retail 2008, p.1), Sugar Free Red Bull ® was launched in 2003. It contains only 8 calories when compared to the 110 of standard Red Bull ®, so taps into the emerging health conscious (Moosa 2002, p.32) market (Caloriecount.about.com [ca. 2009]). With 25% of new buyers in the UK purchasing Sugar Free Red Bull ®, it accounted for 15% of 2008 sales, Red Bull ® intends to increase spe nding on advertising its sugar free variant (Talking Retail 2008). (Sabai [ca. 2009]) (Redbull.com (a) [ca. 2009]) Global Red Bull can sales (Billions) (Kumar 2004 and Various Sources) 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Sabai is a wine spritzer originating from Red Bull ® co-founders son, Charlerm Yoovidyas Siam Winery in Thailand. Launched in 2005, its flavours Hibiscus and Pomegranate complement Thai foods. Although not sold under the Red Bull ® name, business decisions regarding the drink are taken by Red Bull ®s UK marketing team. Sabai meaning take it easy (Centaur Communications Ltd 2007, p.1) fits their marketing ethic, being a bespoke wine, it is sold using point of sale promotion and consumer sampling at events with celebrities to create a Sabai buzz (Forbes.com [ca. 2009]; CentaurCommunications Ltd 2007). Lunaqua was a failed Red Bull ® attempt to enter the bottled water market. First seen in 2001, the drink was bottled from a previously undiscovered Alpine Source (Lunaqua [ca. 2003]) at full moon giving the water bio-energetic (Lunaqua [ca. 2003]) properties. Suffice to say, it did not sell well and was withdrawn (World Advertising Research Centre 2009). Page | 15 For 2009, Red Bull ® plans to bring out an Energy shot to oppose the 25 competing products brought out in 2008 (BevNET.com 2008). 9.2 Drinks for the Health Conscious consumer Led by the increasingly health conscious (Moosa 2002, p.32) consumer, the market is still developing. With sales volume doubling from 25 million in 2000 to 50 million litres in 2002, Red Bull ®s entry into this niche had to be profitable. Relatively fragmented, it covers a wide variety of products, from vitamin and mineral enriched herbal drinks though to pro-biotic yogurt and fruit drinks, to fruit enriched smoothies (Hillam 2003). Owned by Red Bull ®, Carpe Diem sells a range of five drinks. Kombucha developed in 1997 and Ginkgo 2000 are modern-day carbonated versions of ancient Asian herbal teas. Kombuchas influences stem from the ancient philosophies of Zen, which aims to harmonise body and soul. Ginko has origins in myth and legend, containing leaves from Asias sacred tree, the Ginkgo Biloba aids conc entration. (CarpeDiem.com (a+b) [ca. 2009]. Homeopathic drinks, made with spring water, herbs and plants were launched in 2003. Drawing on Greek physician Hippocrates theories, they have relaxing, harmonising, or vitalising effects and are 100% natural with no added sugar, flavours, colouring or preservatives (CarpeDiem.com (c) [ca. 2009]). Carpe Diems elusive nature echoes Red Bull ®s marketing strategies. By using very little promotion such as point of sale in Selfridges, collaborating with masseurs, offering holistic solutions to weary shoppers, they let consumers find the product, re-creating that Red Bull ® buzz (CarpeDiem.com (d) [ca.2009]). The Wellbeing Zone on the Carpe Diem website details participatory events like urban Yoga, and an Osteopathic self-treatment programme run by experts (CarpeDiem.com (d) [ca.2009]). Like Red Bull Carpe Diem are securing income by creating a way of life, ensuring consumers buy into a philosophy: an appeal to the people of our time to li ve consciously and seize the day (CarpeDiem.com (e) [ca.2009]). (CarpeDiem.com (d) [ca.2009]) (CarpeDiem.com (b+c) [ca. 2009]) Page | 16 The Red Bull simply COLA ® 2008 launch was extremely controversial. Including ingredients such as the Kola nut and Coca leaf, the drink is sold as the only cola to be organic, taking the drink back to its roots. Adding diversity, the drink is available in 250ml and 330ml can sizes (World Advertising Research Centre 2009). In contrast to Red Bull ®s Buzz marketing technique, the launch covered eight markets worldwide including Austria, UK, Ireland, USA, Russia, Germany, Italy, and Switzerland (Redbullcola [ca. 2003]; World Advertising Research Centre 2009). 9.3 New Marketing Ideas (Redbullcola [ca. 2003]) In 2008, Red Bull ® invested only  £50,000 of its  £7.6 million budget in digital marketing, a number set to increase in 2009 (Revolutionmagazine.com 2009). Below are some examples: Red Bull ® entered the gaming industry in 2008 as the first advertiser on Playstations virtual world. Playing an online version of the Red Bull ® Air Race, users interact and share gaming experiences, adding publicity (Revolutionmagazine.com 2009). The Facebook Red Bull ® partnership in launching the new Facebook Connect site enables users to access all their social networking sites using just one login and password. With Facebook being visited by 3 in 10 people online across the world and social networking sites capturing 67% of the global online population, this partnership offers a low-cost way to advertise to hundreds of millions more consumers (The Nielson Company 2009) 9.4 Expanding the business model Red Bull ® purchased the paradise island of Laucala in 2003 for $10 million. Matesch itz association with the rich and famous will ensure a steady flow of customers for the seven star resort, furthering the drink companys credibility with consumers (Fijilive.com [ca. 2009]). In 2004, Selling Power reported Red Bull ®s intention to create a $1 billion motorsport and aviation theme park in Styria, Austria. Open-air arenas holding 100,000 onlookers, F1 racetracks, as well as a motorsport and aviation academy, are just some of the features. Visitors will be able to drive go-carts, high-powered sports cars, motorbikes or planes. Two hotels will provide accommodation, whilst a shopping pla