A/70/289 change social norms that condone violence and crime and promote healing, peace and coexistence. Such efforts are particularly effective when those actors engage in public campaigns to mobilize public opinion and all levels of government to invest in services for children and build safe neighbourhoods. Reducing the harmful use of alcohol and the availability of arms 103. The combination of alcohol and weapons often features in situations of community violence. Measures to reduce the availability and harmful use of alcohol are essential for protecting the rights of children and reducing armed violence in the community. Conventional strategies include raising prices, minimum age limits and the restriction of hours and venues where alcohol is sold. 104. Large public education campaigns have been developed in support of changing cultural norms around drinking; they are most effective when they involve a variety of sectors and are part of a comprehensive strategy, inc luding increased community safety and legal enforcement. 105. Arms trafficking thrives in areas where violence and organized crime are present and calls for comprehensive strategies aimed at stemming the flow of guns. Reducing the proliferation of guns requires national and international regulation, intervention by the police and the courts, public awareness and disarmament efforts. It also requires responsibility and accountability in the private sector, from gun manufacturers and sellers to private security companies, whose armed staff outnumber the police in some countries. 106. A coherent legal framework is essential for the success of efforts to reduce gun proliferation and prevent armed violence. Legislation should prevent access to guns by children and restrictions on arms in schools and other public settings where children may be placed at risk. It should set high standards for permission to acquire, possess or use guns; limit the number and types of guns permitted for different categories of users; and make authorized owners accountable, while removing weapons from people who cannot meet those standards of responsibility. 107. Regulating international arms transfers is equally critical. Important international standards have been adopted with this aim, including the Programme of Action to Prevent, Combat and Eradicate the Illicit Trade in Small Arms and Light Weapons in All Its Aspects and the International Instrument to Enable States to Identify and Trace, in a Timely and Reliable Manner, Illicit Sm all Arms and Light Weapons; the Protocol against the Illicit Manufacturing of and Trafficking in Firearms, Their Parts and Components and Ammunition supplementing the United Nations Convention against Transnational Organized Crime; and the Arms Trade Treaty. 108. Changing attitudes towards guns is also a crucial prevention strategy. Promoting gun-free zones is an important community-led initiative which has helped to increase the sense of safety, reduce gunshots on the street and decrease the social acceptance of weapons. Pioneered in South Africa in the 1990s, that model has since been applied in Colombia, El Salvador, Sierra Leone and Solomon Islands. 109. Public campaigns and social mobilization can raise awareness and promote cultural change regarding gun possession and use. Some initiatives are associated with law reform developments, weapons collection and destruction programmes or bans on carrying guns. When based on sound data and research, they can help to 22/25 15-13244