Short question — long answer.
The Manitoba Liquor Control Commission (MLCC) is responsible for the purchase, sale and control of beverage alcohol in Manitoba. In keeping with that responsibility, the MLCC has also adopted a social mandate to promote the safe, healthy and responsible use of beverage alcohol - which it does through a variety of public awareness programs.
For example, the MLCC works with partners in the Responsible Services Committee , a committee created to help curb over-consumption that could occur from the over-serving beverage alcohol in licensed liquor establishments throughout Manitoba. However, excessive drinking can easily occur outside these establishments and the MLCC wants to encourage responsible use of beverage alcohol wherever people are drinking.
The Undrunk program is another way the MLCC encourages responsible alcohol consumption. Recognizing the myriad of health and social problems that can stem from excessive drinking, the MLCC decided to develop a program that specifically addressed this issue. The core message of the Undrunk campaign is that if you drink, you should at least drink responsibly, because getting drunk is never a good idea. It can lead to poor judgment, unacceptable behaviour and a variety of health problems.
You may have even seen - or experienced - the consequences of excessive drinking for yourself. If you have, you already know what Undrunk is all about.
