To capitalize on the momentum created by Ann Dowsett Johnston’s memoir Drink and CBC’s documentary film Girls’ Night Out, Innovate partnered with CBC, White Pine Pictures, and the TELUS Fund to create the #RethinkTheDrink Talkback Tour.



Increase awareness of binge-drinking culture on university and college campuses
Generate harm reduction solutions with students in an open setting
Provide resources to universities and colleges to combat binge-drinking


what we did

Peer-to Peer Talkback Tour | Paid Reach | Social Media Community Management | Digital Video Production | Harm Reduction Legacy Toolkit | Graphics for Print and Online

With stops at 22 colleges and universities across the country, we organized a peer-to-peer talkback tour and impact campaign, featuring custom video content and marketing materials. We created a legacy toolkit to keep the conversation going and combat binge-drinking culture after the in-person tour wrapped. This toolkit resource continues to be in circulation.



93% of student attendees said the #RethinkTheDrink Talkback Tour was beneficial on their campus


86% of student participants said they would recommend the event to their peers & other schools


The campaign generated three partnerships with national organizations

examples of work


Poster for #RethinkTheDrink Talkback Tour

Build it Backward