A new public health initiative is urging residents across Southwestern Ontario to take a closer look at their relationship with alcohol. The Rethink Your Drinking campaign, launched in December and running through February, is a collaborative effort involving seven regional public health offices.
Health Officials Emphasize Risks and Encourage Moderation
Medical officers are using the campaign to spotlight the significant health risks associated with alcohol consumption. Dr. Alex Summers, Medical Officer of Health at the Middlesex-London Health Unit (MLHU), stated the goal is to remind people of the link between alcohol and poor health outcomes. "Alcohol is not a benign substance," Summers emphasized. "Even a small reduction can make a big difference."
The campaign actively promotes the latest Canada’s Guidance on Alcohol and Health, which defines low-risk consumption as just one to two standard drinks per week. Anything above that is considered moderate to high risk. Officials note a common issue is that people often underestimate their intake by misjudging what constitutes a standard drink.
Sobering Statistics and Cancer Links
The push for awareness is backed by concerning local data. A 2023 report from Public Health Ontario estimates that alcohol contributes to approximately 150 deaths, 840 hospitalizations, and 6,950 emergency room visits annually in London and Middlesex County alone.
Nurse Jacqueline Deroo of Southwestern Public Health (SWPH) highlighted a critical knowledge gap. She cited a recent statement from medical officers noting that an estimated 7,000 new cancer cases nationwide in 2020 were attributable to alcohol. Despite this, only 29 percent of adult consumers are aware that alcohol is linked to seven different types of cancer.
Benefits of Cutting Back and Growing Alternatives
For those participating in Dry January or considering a long-term reduction, health officials point to immediate benefits. These include improved sleep quality, increased energy levels, and better concentration.
The movement coincides with a booming market for non-alcoholic alternatives. Entrepreneurs like Amber Wisniewski, founder of Dry Variety, are meeting demand with online shops offering over 100 varieties of non-alcoholic spirits, beers, and wines. This growing sector provides more choices than ever for those seeking to reduce their alcohol intake without sacrificing social rituals or flavour.
The Rethink Your Drinking campaign's website offers resources, tips, and information to support residents in making informed decisions, framing moderation as a positive step for long-term wellness.
