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For decades, the alcohol beverage industry has used slogans that
tell people to “Know when to say when.” or “Drink responsibly.” Unfortunately these messages have never helped people understand how to do that. Imagine where we would be today if smoking prevention/cessation efforts told people to “Smoke responsibly.” - or if public education efforts to reduce obesity encouraged people to “Know when to say when to cheesecake.” There simply has not been a public health effort at the state or national level designed to help people understand how to drink responsibly -

until now.