Our approach focuses on making alcohol’s risks easier to understand—and easier to act on.
We do this by identifying the information gaps most likely to influence decisions, building a research-informed communications campaign around those insights, and connecting people to practical, stigma-free support.
Our core hypothesis
Improving the clarity of information, expanding access to practical support, and making it easier to reflect on the risks of alcohol will influence how people think about drinking—and how they choose to drink over time.
Our approach has three parts
Identify the information that matters most
Not all information about alcohol meaningfully influences decisions. We identify the specific alcohol-related risks and messages that are most likely to influence how people think and make decisions.
Build the communications
campaign
We translate research into a public communications campaign that makes key risks easier to understand and act on.
Make it easier to act on new information
Information alone often doesn’t change decisions. We connect people to practical, stigma-free tools and resources that help them reflect on their drinking and take next steps if they choose.
Ongoing Impact Measurement & Evaluation
We treat this work as a continuous learning system.
We will measure changes in awareness, beliefs, intentions, and behavior, and use those results to refine what we study, what we communicate, and how we connect people to support.
Early work will include a pilot campaign in a single state, designed to rigorously evaluate whether this approach can influence alcohol-related decisions before expanding to broader scale.
Turning insight into action: a practical tool for reflection and next steps.
We use public communications to connect people to a research-informed tool that helps them reflect on their drinking and access practical support.
What someone experiences
A short, private flow that asks about drinking patterns and context, and provides personalized insights and suggested next steps—without pressure, judgment, or directives.
Why this approach
These tools help turn awareness into action—making it easier for people to reflect on their drinking and take next steps if they choose. We’re starting here because this approach is well studied and can scale effectively while remaining private.
Scope and approach
We are explicit about what the work is, and what it is not.
Not treatment
We are not designed to provide alcohol-related clinical treatment. Our work supports reflection and access to practical resources—especially for adults who want clearer information about alcohol and stigma-free support.
Not directive
We do not tell people what choices to make. Our focus is on improving conditions—information, access, and social context—so decisions can be made with clearer footing.
Stigma-free
We are intentional about avoiding shame, moralizing language, or judgment in how alcohol-related risks are communicated. Our goal is to reduce defensiveness and create space for reflection.