MONTREAL, Jan. 9, 2012 /CNW Telbec/ - Today marks the launch of the most
ambitious Éduc'alcool campaign ever, intended to publicize as widely as
possible the "2-3-4-0" low-risk drinking formula. The ultimate purpose
is to make Quebecers aware of how important it is not to exceed the
recommended limits, and to reverse a trend showing an increase in
excessive drinking in Quebec.
"Overall, the vast majority of Quebecers drink moderately and
responsibly. Nonetheless, there has been an increase in the incidence
of abusive drinking among a limited yet very real number of drinkers.
Therefore, in addition to promoting moderation, we are now going to be
very clear about what moderation means," says Hubert Sacy, Director
General of Éduc'alcool.
A national committee of experts, including Éduc'alcool's scientific
advisor, has developed specific guidelines for low-risk drinking. These
have been reviewed by leading authorities from three continents and
endorsed by an impressive number of public and private agencies. The
guidelines are now considered the gold standard in the field.
The recommendations are different for men and women. They also take into
account both short-term and long-term problems that may result from
Women who wish to avoid long-term problems should limit themselves to
two drinks a day and 10 a week. For men, the limits are three drinks a
day and 15 a week. This is the 2-3 part of the formula.
There is no harm in drinking a little more than that every now and then.
On a special occasion, for example, women may have three drinks and
men, four, provided, of course, that such "special occasions" don't
occur too frequently. This is the 3-4 part of the formula.
To prevent physical and psychological addiction, it is recommended that
everyone abstain from drinking at least one day a week. That is the 0
in the formula.
The guidelines are based on the accepted definition of a standard drink,
Beer: 341 ml (12 oz), 5% alcohol
Wine: 142 ml (5 oz), 12% alcohol
Fortified wine or malt liquour: 85 ml (3 oz), 20% alcohol
Spirits: 43 ml (1.5 oz), 40% alcohol
Cider and pre-mixed drinks: varies according to alcohol content, which
can be anywhere from 2.5% to 20%, as indicated on the bottle.
For this campaign, Éduc'alcool has created the "W2-M3" logo: the woman's
head is replaced by the number 2 and the man's head by the number 3,
illustrating the daily drink limit for each.
A wide variety of media will be employed to get the message across,
including television, movies, print, classic web and viral.
Posters will go up in drinking establishments across Quebec - in the bar
area, on the bar itself and in the restrooms (where the traditional
"Men" and "Women" signs will be replaced by the W2-M3 logo).
In addition, a video featuring break dancers performing to original
music has been produced to reach the younger market through a viral
Last but not least, a free booklet on low-risk drinking will be
available at all SAQ outlets, in hospitals and in CLSCs. The booklet
can also be downloaded from the Éduc'alcool website (www.educalcool.qc.ca) which has been completely redesigned. Free copies may also be obtained
by calling 1-888-ALCOOL1.
"In our most recent survey, 23% of drinkers said they had more than five
drinks on a single occasion at least once a month (7% at least once a
week). Ten percent said they had more than eight drinks on a single
occasion at least once a month (3% at least once a week). These are the
numbers we hope to see drop as a result of our campaign and the
introduction of a new social norm that defines moderation using the
2-3-4-0 formula," concludes Mr. Sacy.
For further information:
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