Travel behind closed doors from strategy meetings in Molson’s boardrooms to frosh week parties in university dorm rooms. Follow executives as they plan responsible drinking campaigns, and students as they face the freedom and pressures of university life. The Message In The Bottle is a video series about the issues around responsible choices (or a lack there of) with alcohol. Irresponsible drinking is the #1 cause of preventable death among Canadian youth. After decades of responsible drinking programs, why are students still not getting the message? Who is trying to get the message out, and how can it be more effective? Who takes responsibility for solving this societal issue? This site is an initiative to open the dialogue to all people around the issue of responsible drinking. Before this site was created, all decisions around how the responsible drinking (RD) message was delivered were made behind closed doors. Watch these videos, then, join the conversation. Your contribution might spark another person’s ideas. Do you have the answer? Collaboration helps resolve large issues. Social Media gives us the ability to communicate and dialogue like never before. Q: What are your thoughts about this site? How can it be more effective? What should be the next step? T: a website that tells the whole truth about alcohol use