December 2017 – One year after switching from promoting awareness of the low-risk drinking guidelines to promoting their benefits, Éduc’alcool is launching Phase II of its offensive, building on the success of last year’s campaign.
The results of Phase I are impressive:
“There is no doubt that the objectives of our awareness campaign have been achieved. But we still have some work to do in getting drinkers to put what they know into practice. It’s not enough for people to know what the low-risk drinking guidelines are: they have to actually stick to them. One in every four Quebec drinkers exceeds the recommended limits at least once a month. So that is where our focus is now,” says Hubert Sacy, Director General of Éduc’alcool.
Éduc’alcool is continuing its efforts to convince Quebec consumers to put their knowledge into practice by focusing on the benefits of sticking to the recommended drinking limits.
Inspired by the testimonials of ordinary Quebecers, but based on rigorous science, this year’s campaign highlights six major benefits: improved sleep, better weight control, the capacity to taste and appreciate better-quality products, and the ability to afford them when you drink less, plus greater patience and more satisfying relationships and intimate relations.
Three other benefits will be highlighted online and via other media: better fitness, improved concentration and the advantage of having more designated driver options.
The cats and fish of last year’s ads have given way this year to a newly sophisticated gorilla and a porcupine couple enjoying the good life once again.
The campaign will be deployed on television, in movie theatres and on the web, with English radio ads, as well. A print campaign designed for regular drinkers is also being launched in publications such as those found at alcoholic beverage trade shows and festivals.
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You did not stick to the “3 standard drinks on rare occasions” part of the 2-3-4-0 formula: No more than 2 standard drinks a day, or 3 on rare occasions, with no drinking on at least one and preferably two days a week, with a maximum of 10 standard drinks a week.
You have stuck to the 2-3-4-0 formula, which means no more than 2 standard drinks a day, or 3 on rare occasions, with no drinking on at least one and preferably two days a week, with a maximum of 10 standard drinks a week.
You did not stick to the “10 standard drinks per week” and “3 standard drinks in one day on rare occasions” part of the 2-3-4-0 formula: No more than 2 standard drinks a day, or 3 on rare occasions, with no drinking on at least one and preferably two days a week, with a maximum of 10 standard drinks a week.