What do Your Empties Say about You?

Young Adults Encouraged to Drink Responsibly

The Alberta Gaming and Liquor Commission’s (AGLC) latest DrinkSense campaign is sparking a conversation on responsible drinking with young adults, ages 18 to 29.  

Launched February 3, the five-week campaign focuses on young adults with videos playing at Cineplex movie theatres, online advertisements, and posters that drive consumers to take an online quiz on “What your empties say about you”.  This spring, a 7’ Drinko game will hit select Alberta campuses that will provide a fun, interactive experience for students while educating them on how to drink responsibly.  DrinkSenseAB.ca also features numerous helpful tips and videos to help people better understand what responsible drinking looks like.

Why the focus on young adults?

“Last fall’s successful launch of DrinkSense educated and created awareness to Albertans on the importance of what it means to drink in moderation,” said Eric Baich, Manager, Social Responsibility-Liquor, AGLC.  “What research is showing about young adults in this age group is that while they are aware that binge drinking is an unhealthy behaviour, there still is a low level of awareness of Canada’s Low-Risk Drinking Guidelines.  To build on the momentum of the DrinkSense launch, the next phase of the DrinkSense campaign will be an exciting and unique opportunity to reach them with creative messaging – all while promoting that you can still enjoy a great time by making responsible choices when consuming alcohol.”

The guidelines, established to promote moderation on a national level, provide Canadians with information on how to reduce the risk of alcohol-related harms in both the short term and long term.  These guidelines suggest no more than a maximum three drinks per day for men, and two drinks per day for women, with a plan for non-drinking days to avoid developing a habit.

DrinkSense continues to enjoy a strong partnership with health, law enforcement and regulatory groups, social responsibility branches across the country, and those working in industry as well as the general public.

“DrinkSense is a proactive program that represents AGLC’s commitment to help reduce harms related to the overconsumption of alcohol.” Baich concludes.  “We encourage Albertans to get to know their DrinkSense, so we can all better understand what it means to drink in moderation.”

To take the quiz or to learn more about DrinkSense, visit http://www.drinksense.ca.