Why does this campaign focus on young adults?

We know from our research that most Manitobans are unaware of the national guidelines for low-risk drinking, and that awareness among young adults is particularly low. The research also shows that young adults are particularly likely to drink in ways that exceed the national guidelines. Based on these behaviours, this is a high priority audience for reducing risk and increasing public health and safety.

Click here to see the full “Liquor and Gambling in Manitoba” research results.