Montreal, November 3rd, 2024 – This year, Éduc’alcool celebrates its 35th anniversary and is launching a bold new campaign to raise awareness among Quebecers about responsible alcohol consumption. Since May, André Robitaille, the organization’s ambassador, has been actively involved in this initiative, encouraging the public to reflect on their relationship with alcohol and to adopt better-informed behaviours.

This campaign encourages individuals to reflect on their drinking habits while delving into the underlying motivations behind these choices. Geneviève Desautels, Executive Director of Éduc’alcool, underscores the significance of this personal and collective introspection, emphasizing the importance of making mindful, informed, and responsible decisions.

“As we mark our 35th anniversary, we are thrilled to launch this campaign with André Robitaille. Together, we invite Quebecers to think critically about their drinking habits, and we hope to spark an open collective dialogue that encourages responsible behaviours,” said Geneviève Desautels, Executive Director of Éduc’alcool.

As part of this campaign, André Robitaille will also step into the role of interviewer in a series of video segments, where he engages in conversations with prominent Quebec personalities. These discussions, featuring comedians, singers, and actors from diverse backgrounds, will center on the question: “Why do we drink?” and offer insights into the various contexts that shape our relationship with alcohol.

Éduc’alcool remains committed to providing information based on scientific data to help individuals make informed decisions and better understand the effects of alcohol, including overconsumption, on their mental, physical, and social health. Through educational programs and strategic partnerships, the organization has spent over three decades demystifying alcohol consumption and promoting responsible behaviour and informed choices. As it celebrates 35 years of impactful initiatives, Éduc’alcool looks to the future with a renewed commitment to inspiring healthier habits and encouraging open, honest dialogue about alcohol use.