Responsible Use Programs

Motherisk: The Hospital for Sick Children

Motherisk is a national toll-free helpline that connects new and expectant mothers with medical personnel who can answer questions about alcohol and direct them to support services when needed. Beer Canada has been a Motherisk partner since 1998 and has invested $2 million toward this bilingual service.

Brochure 2015

Change the Conversation

Beer Canada sponsors the Change the Conversation program created by the Traffic Injury Research Foundation and arrive alive DRIVE SOBER. Since 2010, Beer Canada has invested $150,000 toward this innovative program that is changing attitudes toward drinking and driving.

New Public Service Announcements:  PSA #1 |  PSA #2  | PSA #3  |  PSA #4

SBIR: Screening, Brief Intervention and Referral

SBIR is a proven method to helping patients reduce alcohol related risks. Developing SBIR tools was a key recommendation within the 2007 National Alcohol Strategy. Beer Canada provided $20,000 in financial support to the development and launching of the SBIR initiative spearheaded by the College of Family Physicians of Canada and the Canadian Centre on Substance Abuse.

Advertising Standards Canada

Beer Canada and several of its members are part of Advertising Standards Canada. ASC Clearance Services reviews alcoholic beverage broadcast advertising to ensure compliance with the Canadian Radio-television and Telecommunications Commission Code for Broadcast Advertising of Alcoholic Beverages (CRTC Code). It also offers review services for broadcast, print and out-of-home advertising to ensure compliance with the Ontario AGCO Liquor Advertising Guidelines and for British Columbia under the CRTC Code. At the request of broadcasters and advertisers, ASC has been providing clearance in this category since 1997.

Partners for Safer Communities

Beer Canada and its members launched Partners for Safer Communities in 2015 as part of the Global Brewers Initiative Global Be(er) Responsibility Day. Every year, one day in September is dedicated to this program where brewers unite to promote responsible consumption at the regional and national level.