“Drink less for your breasts.”
on addiction. The alcohol industry doesn’t dispute it, either. “Many lifestyle choices carry potential risks and the consumption of alcohol is no exception,” a spokesperson for the Distilled Spirits Council wrote in an email response to WIRED.
The Drink Less campaign is funded by the California Breast Cancer Research Program, a state program funded by a tobacco tax and donations. In 2019, its policy research advisory group decided to target awareness of alcohol as a risk factor for breast cancer in young women. They requested a bid for a project from Peggy Reynolds, a cancer epidemiologist at UC San Francisco, and she reached out to the Alcohol Research Group to plan and run the project.
Planning for the social media campaign began just as the pandemic forced a national shutdown. As the pandemic dragged on, alcohol consumption rose, especially among women. Days of heavy drinking among women, defined as four or more drinks within a couple of hours, rose by 41 percent, according to aBut pushing back against alcohol consumption isn’t simple. As the US found during a disastrous prohibition period from 1920 to 1933, opposing alcohol is not popular.
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