Éduc’alcool launches a new campaign to raise awareness among Québec students
A solid night out isn’t just luck—it’s a skill set.
Nobody remembers who drank the most. What people actually remember is who brought the best energy, had an amazing night, and was still fully around to debrief about it the next morning.
Developed with the agency Beauvoir, the Aiguise tes reflexes en soirée / Level up your night-out skills takes a fresh, inclusive, and zero-judgment approach to moderation across CEGEPs and universities across Québec.
The idea? Treating safe drinking habits like actual skills to level up, right alongside your degree. No lectures, no guilt-tripping—just smart, practical know-how that keeps you in control.
By presenting these habits as skills to develop, just like the ones students build throughout their studies, the campaign reframes responsible drinking as a social, practical and empowering know-how — without lecturing or imposing rules.
With a friendly, direct tone rooted in student culture, the campaign celebrates those who know how to enjoy a night out without losing control. To help keep the vibe high without going over the line, the campaign plugs right into Éduc’alcool’s quick interactive tools: Calcoholator, Standard Drink Pourer, Alternalcool & Count Your Drinks.
Knowing your limits, watching out for your crew, pacing your drinks, and recognizing when to switch to water—these are the real moves that keep the night elite.
Good instincts don’t happen by chance
Rolled out through posters displayed in Québec CEGEPs and universities, as well as Web banners, Spotify audio messages and social media reels, the campaign aims to reach young adults where they are, both in their learning environments and in the digital spaces they use every day. This multi-channel rollout is intended to maximize the message’s reach and create more opportunities for students to engage with the campaign. By using high-visibility, shareable formats tailored to the media habits of 17- to 25-year-olds, the campaign seeks to turn attention into engagement, and engagement into action, by encouraging students to make Éduc’alcool’s practical tools part of their everyday habits.
