Social media campaign started by the academics working in the field of substance mis/use at Glasgow Caledonian University (UK; November 2018).
Read also Africa Brooke´s article in The Independent: “Product designs that align with “femininity” are being pushed out in the hope of recruiting a new generation of consumers. And it’s working. For many people, alcohol also serves as the focal point of many social interactions. Therefore the idea of using alcohol as a social bonding glue is perpetuated in the spaces we often find ourselves in. We have been socialised to believe that anything worth doing will always be better if a drink is involved. But this also comes with the expectation that we should be a “normal drinker”.”
And check out this summary brief by Alcohol Justice from USA (2015).