In a recent administrative meeting of the Bernalillo County Commission, officials discussed the annual renewal of the liquor license tax, a crucial source of funding for public health initiatives aimed at reducing underage drinking and substance misuse. The tax, which is capped at $250 per liquor license in unincorporated areas, is expected to generate approximately $14,250 this year.

Deputy County Manager Townsend presented the tax renewal, emphasizing its role in supporting public health campaigns during critical times such as graduations and holiday breaks. The county plans to shift its focus this year to engage young people's perspectives more actively, aiming to create impactful campaigns that utilize digital and social media platforms. This approach will allow for better tracking of interactions and potential behavior changes among the youth.

The commission members expressed their support for the initiative, recognizing the importance of effective messaging in public health campaigns. Vice Chair raised questions about the allocation of funds, particularly regarding how they contribute to the creation of impactful advertisements similar to those that have successfully reduced tobacco use.

The meeting concluded with a motion for approval of the tax renewal, highlighting the county's commitment to addressing substance misuse through innovative and evidence-based strategies. As the campaigns evolve, the county anticipates a more targeted approach to engage the community effectively, particularly the younger demographic, in the upcoming year.