About LRDG Campaigns
Campaign Partners
About the 2000 Campaign
The Low-Risk Drinking Guidelines are being promoted by Ontario's
37 public health units, the Centre for Addiction and Mental Health, the
Association of Local Public Health Agencies, the Ontario Public
Health Association, the Canadian Centre on Substance Abuse and other
health and safety organizations.
For sample campaign materials, go to
the Resources section.
To add your group to the list of endorsing organizations,
or to become a partner in our nation-wide campaign,
please contact an LRDG Campaign Partner.
The Campaign focussed on the following messages:
- The LRDG are based on research analysis conducted by medical doctors and social scientists affiliated with the Centre for Addiction and Mental Health and the University of Toronto
- Exceeding daily or weekly limits increases risk of problems such as injuries, and certain chronic diseases such as stroke and heart disease, diabetes, osteoporosis, and some types of cancers
- Adults who choose to consume alcohol should drink slowly, eat, have non-alcoholic beverages and avoid intoxication
- The LRDG are for healthy people of legal drinking age. However, there are groups and situations when drinking is inadvisable (e.g. pregnancy, addiction, chronic illness, safety)
- Alcohol's protective effects can be achieved with as little as 1 drink every other day or through lifestyle changes (eat better, exercise more and don’t smoke)
- The LRDG do not advise anyone, particularly young people, to start drinking or to raise current consumption levels
- Low-risk drinking and having a good time are not incompatible
- Professionals are encouraged to use the LRDGs in their practice to minimize public confusion, which could be caused by conflicting messages on alcohol and health.
These messages were disseminated through promotional brochures and posters as well as presentations, articles, inserts, Internet and the media. A comprehensive report on Phase 1 of the Campaign is available on the APOLNET website.
Phase 2 of the Campaign was launched in the Fall 2000 with the development of a Low-Risk Drinking Guidelines logotype, a plain language brochure and radio public service announcements in English and French.
Phase 3 of the Campaign was launched in the Spring of 2004 with the release of a revised version of the LRDG brochure in English and French. While the content of the LRDG did not changed and remains scientifically sound, the brochure has been modified to clarify its messages related to special populations and the expanding knowledge about alcohol as a risk factor for cancer. New materials promoting the Guidelines and low-risk drinking messages were also produced for use at licensed events and / or facilities, including those covered by Municipal Alcohol Policies (MAPs). The promotional materials included a series of coasters with different low-risk drinking messages printed on each, and a table tent with the LRDG messages formatted in an entertaining "quiz".
Please note that the coasters and table tents were developed in part with funding from Toronto Public Health and the FOCUS Resource Centre, and produced on a one-time basis to support local and provincial initiatives sponsored by Health Units and the FOCUS Communities. Future availability of these resources for use throughout the province will depend on success in securing additional funding.
Campaign Resources
2004 Campaign Tool Kit
This tool kit contains information and ideas for launching local
campaigns and new initiatives in support of the Low-Risk Drinking
Guidelines (LRDGs). It is based on a comprehensive resource
distributed in April 2001 to Public Health Units, FOCUS Community
Projects, CAMH Regional Offices and others responsible for
dissemination of the LRDGs.
Organizing your own local campaigns
For additional information on how to organize your own campaign, please contact a member of the LRDG Committee.
Campaign reports
Endorsements & Position
Statements
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