The Campaign

Knowledge as Power

Alcohol is a known carcinogen, and even low levels of consumption increase breast cancer risk—a fact confirmed by the U.S. Surgeon General, the World Health Organization, the American Cancer Society, and decades of peer-reviewed research. Yet, most women are never told.

This is one of the most under-recognized and preventable threats to women’s health today.

Every woman deserves to know.

Let’s get the message out.

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Why now?

HIGH RATES OF BREAST CANCER

Breast cancer remains the most commonly diagnosed cancer among women in the U.S., with more than 43,000 deaths annually

WOMEN ARE DRINKING MORE

Alcohol use among women has surged, especially during and after the COVID-19 pandemic, rising by over 41% among women ages 30–44.

TARGETING WOMEN

Marketing of alcohol to women has intensified, glamorizing “wine mom” culture and associating drinking with empowerment, self-care, and social connection.

Women’s lack of awareness is a critical health gap, one we can’t afford to ignore.

The Vision: Bold Two-Part Strategy to Change the Story

We are launching the first-ever national initiative focused on bridging this knowledge gap and driving change—from individual choices to public policy. Our two-pronged strategy includes:

A National Media Campaign for Women’s Health

We’re taking “Drink Less for Your Breasts” from a successful California pilot to a nationwide campaign.

OUR GOALS

Reach over 10 million women through targeted messaging on Instagram, Facebook, YouTube, and TikTok
Use science-backed, empowering messages tailored to women ages 21–65
Promote informed decision-making around alcohol and breast cancer risk
Evaluate impact with robust metrics to guide future efforts

This isn’t just a campaign. It’s a movement to shift the narrative, raise visibility, and save lives.

State-Level Advocacy for Health Warning Labels

To turn awareness into action, we’re partnering with the U.S. Alcohol Policy Alliance (USAPA) to support 5–8 state coalitions in advancing alcohol warning label legislation that includes cancer risk.

THIS SUPPORT INCLUDES

Provide technical assistance, advocacy toolkits, and strategy coaching
Train community partners to push for clear, science-based labels at the point of sale and on advertisements

These efforts will be coordinated alongside the media campaign to amplify impact and accelerate progress.

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