Over consumption, otherwise known as binge drinking, is a dangerous reality. It's the focus of this month's responsible use campaign - visual reminders in stores about the risks of binge drinking. The message is "This is your last call" and to "put an end to binge drinking."

This campaign coincides with Canada's new Low-Risk Drinking Guidelines. For more information, visit the Canadian Centre on Substance Abuse website.

Celebrate Life...Enjoy Responsibly!