Lightning round, Sevilla Room, InterContinental Miami

This presentation will provide an overview of how the Canadian Cancer Society has used research to encourage Canadians to participate in Dry February. With 3 years of longitudinal data, this presentation will show how Canadian Cancer Society has raised awareness, encouraged Canadians to abstain from alcohol for the month of February, and changed perceptions towards alcohol among Canadians.

Key takeaways include:

• How research can be an effective tool in measuring changes in awareness;
• How Canadian Cancer Society used communications to address barriers to participation;
• How Canadian Cancer Society was able to demonstrate impact by measuring participation, fundraising, and perception change.