Funded by our client, the Brewers Association of Canada, the Centre for Responsible Drinking is all about respecting alcohol, and all its effects — both positive and negative — on our health, safety, and society.
What I like about this approach — and the Brewers in general — is that as a society we finally seem to be getting beyond seeing alcohol as a vice, and instead can once again consider moderate social drinking a normal part of life... provided you plan ahead to avoid impaired driving or the well-known perils of overindulgence.
This thinking is enshrined in the National Alcohol Strategy — developed by the Canadian Centre on Substance Abuse, Health Canada and the Alberta Alcohol and Drug Abuse Commission — which recognizes:
"... the notion of sensible alcohol consumption, that alcohol has a place in society and that people who drink moderately benefit. The NAS also:
• differentiates between responsible consumption and misuse;
• seeks the knowledge, input and experience of all stakeholders, including industry;
• stresses the development of partnerships between industry and the larger community, including addictions experts, researchers, academics, NGOs and government;
• supports and encourages research leading to a better understanding of alcohol misuse and the development of new initiatives; and,
• emphasizes targeted programs and education."
In a post-Prohibition age when the President of the United States can attempt to resolve race conflicts with a friendly beer, it's nice to see that Canadians are finally emerging from Victorian attitudes about alcohol with a modern, responsible, perspective. At least in social marketing strategy.
Or, as the proverb says, "Little fools drink too much and great fools none at all."
Now you know why I never drive anywhere ;)