The Government of Prince Edward Island has launched a new public health campaign called Choose Well, focusing on reducing the harmful use of alcohol across the province. As one of five key health promotion areas in PEI, the initiative highlights the wide-ranging harms of excessive drinking, which include increased risks for several cancers, liver and heart disease, stroke, type 2 diabetes, and injury. It also points to broader social harms like violence and impaired driving. The campaign aligns with Canada’s Low-Risk Alcohol Drinking Guidelines, which recommend no more than 7 standard drinks per week for women and 14 for men.

According to data from 2019, nearly one in five Islanders drank above the recommended weekly limits. The economic and health burden of this is striking. Alcohol is responsible for the largest share of substance-related harms in PEI, accounting for 47% of the total costs. This translates to $131 million annually in healthcare and justice expenses, lost productivity, and other direct costs. Each year, there are nearly 7,000 alcohol-related emergency room visits and 135 deaths in the province—numbers that underscore the importance of prevention and informed choices.

The Choose Well video delivers a clear message: drinking less, or not at all, means more clarity, more control, and fewer regrets. It encourages Islanders to stay present and make memories worth remembering. “Less is best” is more than a slogan—it’s a public health call that ties together personal wellbeing with the broader goal of a safer, healthier community.

Find more from Live WELL PEI (Canada, June 2025)