Local public heath officials are launching an alcohol misuse campaign emphasizing Size Matters.
For officials of the Hastings Prince Edward health unit, the main issue is the many risks associated with drinking alcohol and promoting the Canada drinking guidelines.
Health promotion manager Jillian Gumbley told the board Wednesday the guidelines surrounding the standard alcohol drink size are a major issue.
She says her department is working with Loyalist College on this issue since the major population involved is between 19 and 29 years of age.
Gumbley says the rate of drinking in that age group is similar to that of all of Ontario.
Officials say alcohol ranks second behind tobacco as a leading risk factor for disease, disability and death.
One in 10 Ontario deaths are directly or indirectly related to alcohol misuse.
Alcohol is related to over 65 diseases and conditions and is a known risk factor for cancer.
Forty percent of car crashes involve alcohol.
In addition, a campaign entitled Rethink your Drinking will be rolled out across the region in 2017 and will aim to help individuals recognize standard drink sizing to better apply the Guidelines to their alcohol consumption choices.
There is a significant link between the use of alcohol and the work of the health unit, as it is a mandate of public health to reduce preventable injuries and disease, and alcohol is a known risk factor contributing to both.