"Without the help of the alcoholic beverage industry, the media and our other partners, we could never have achieved our current visibility, given our relatively modest budget (about $850,000 a year). Every dollar we spend on promotions and information campaigns is multiplied by at least five, thanks to all those who believe in what we’re doing. To me, that says we’re striking a responsive chord and people are appreciating our efforts."

Hubert Sacy has been Executive Director of Éduc’alcool for eight years. In that time, the number of specifically targeted programs has multiplied and numerous partnership agreements have been concluded to help convey the message that alcohol can be most enjoyable, provided that it’s taken in moderation.

 Hubert Sacy,
 Executive Director of Éduc’alcool

 As it turns out, the message is more popular than the messenger: while an overwelming majority of Quebecers know the Éduc’alcool slogan, not too many people are familiar with the organization itself. Sacy isn’t concerned: all campaigns, slogans and published research are clearly identified. "Éduc’alcool was established as an umbrella organization to coordinate the efforts of all industry partners and those who share its mission. We’re not selling products or brands; we are conveying a message. Surveys show that 95% of Quebecers are familiar with our slogan and a majority of people like our approach and our campaigns. As far as I’m concerned, that’s what counts."

None of the Éduc’alcool promotion and information campaigns contains any advertising for Éduc’alcool members. "Not only are alcoholic products completely absent from the content, but our message is actually ‘Drink less.’ I think this is a remarkable gesture that’s indicative of a mature industry: companies may be competing on SAQ shelves, but they’re united in assuming their social responsibilities. No doubt this is why we are so well received by schools, the public health sector, and everywhere we target our campaigns."

There is ample evidence to substantiate what Sacy says. Éduc'alcool campaigns have received dozens of awards and trophies, and the organization commissions regular surveys by independent research firms to validate public awareness of itself and its slogan. La modération a bien meilleur goût/Moderation is always in good taste is so well known across the province, now, that it practically has proverb status. In fact, it is by far the best-known slogan in Quebec.

Éduc’alcool programs and
partnerships have been making
a difference – on the water, on
the road, in hotels and restaurants,
in schools, public health organizations,
doctors’ offices, driving
schools...even car dealerships.

Producers and distributors of alcoholic beverages are not in the least concerned about the lack of direct "sponsor visibility." Luc Desroches is general manager of Rémy Martin in Quebec, and a Member of the Board of Éduc'alcool. "The industry was wise enough to understand that moderate sales also meant long-term sales. Why should drinking leave a bitter taste? Our reflection on the subject came at just the right moment, at a time when society was developing a new social conscience about drinking. By promoting moderation in a non-partisan manner, the message was successful on every level, in terms of credibility and influence. Éduc'alcool continues to find new ways to get that message across."

So how's business? Rémy Martin's sales have been growing 10% a year for the last five years. "That's because we have developed an upscale niche that relates to the new way of drinking: for the same price as a mediocre half-bottle, you can have a glass of superb quality. This is as true for spirits as it is for wine and other beverages."

Meanwhile, Éduc'alcool programs and partnerships have been making a difference – on the water, on the road, in hotels and restaurants, in schools, public health organizations, doctors' offices, driving schools – even car dealerships. There have been Christmas cards, scholarships, sponsorship of kids' television shows, not to mention a host of research studies on drinking and health, and a major contribution toward the establishment of a post-graduate program in addiction.

The Aware Competent Efficient Service – ACES pilot project, set up with the cooperation of the Quebec Safety League, was also a big success. "This was a very ambitious project designed to make the owners and employees of licensed establishments aware of their obligations toward their customers. We reached 420 people in 77 establishments, and developed a training course to help serving staff deal with inebriated patrons. Every phase, from sobriety to intoxication, was covered by the course, and all possible behaviours were examined. Thanks to ACES, restaurant and bar personnel can know exactly what to expect and how to handle problem individuals or groups."

Sacy repeats that each program is designed for a specific target group. "Contests were organized for younger students, with appropriately catchy themes. The results indicated the students' interest in the subject and concerns about drinking.

was another excellent campaign we ran in driving schools. And I'm on board! was the most broad-reaching summer offensive ever undertaken to combat drinking and driving. The Sûreté du Québec, the province's Toyota dealers and many media partners were involved in that one. We have also run campaigns for snowmobilers, boaters, and people just about everywhere, including at home. Drinking isn't just a problem when it comes to driving: people tend to forget that it is a factor to be considered at work, at play and at home."

Hubert Sacy hopes that Éduc'alcool can contribute to broadening the debate. "Drinking and driving is certainly a critical issue. But we don't want to neglect the other issues, which are related to our social behaviour and values. What about the guy who gets drunk in a bar, is verbally abusive to the bartender and the other customers, knocks over a chair on his way out, screams his way onto the street, bumps into a stranger on the stairs, then checks into the nearest motel, completely forgetting about his wife and kids? Technically speaking, he hasn't done anything illegal because he hasn't gotten into his car. But is that really enough?"