On behalf of: Population and Public Health, Addiction Medicine and Substance Use
A new province-wide awareness campaign called See Alcohol Differently invites British Columbians to rethink how alcohol shows up in their daily lives and how it may be influencing their decisions.
The campaign’s first phase features a video following a person through a typical day, highlighting how often alcohol appears in their environment—on a commute, in media, in routine social moments.
By building awareness, the campaign encourages people to reflect, start conversations, and consider small changes that help our social spaces support wellbeing. An updated Island Health alcohol webpage provides practical ways to create spaces that support reductions in alcohol consumption.
The campaign was funded by the Pacific Public Health Foundation, created with the Health Authorities, and endorsed by chief medical health officers from across B.C. Future phases of the campaign will focus on young adults and men working in trades. A specialized campaign for Indigenous communities is also being developed collaboratively with community members.