It's winter and people are hitting the slopes. Teaming up with Preventable.ca, this campaign reminds people to keep alcohol consumption off the slopes.
Alcohol and winter sports are a very risky combination as alcohol has a big effect on an individual's judgement and reaction time. Being in high altitudes also affects the body's ability to process alcohol and it makes a person more inclined to take risks. Risks that may lead to serious injuries, not just for the person but to everyone on the mountain. Alcohol impairs a person's ability to make sound decisions -- decisions that they might not make when sober.
BC Liquor Stores and Preventable.ca's campaign reminds people not to consume alcohol until their activities on the slopes are done for the day. So share the winter fun and stay safe on the mountains by staying sober.