Liquor and Gaming Authority of Manitoba

Encouraging responsibility across multiple platforms


The Liquor and Gaming Authority of Manitoba wanted 18- to 24-year-olds to think about how and when they drink, by promoting Canada’s national Low-Risk Alcohol Drinking Guidelines.

Following these guidelines helps Canadians reduce the long-term health risks of drinking, as well as the more immediate risks.

The Opportunity

Relish came up with a campaign to communicate the guidelines centred on “It’s not how, it’s how many,” showing young adults imbibing in a silly way.
The campaign encourages young adults to keep track of the number of drinks they consume on a single special occasion and weekly basis, and to understand how much alcohol is contained in a standard drink. Media employed included billboards, transit ads, radio and an online quiz and interactive tool to test users’ drink-pouring talents.

Services Provided


  • Marketing & Communications Strategy
  • Concept Development through Rapid Ideation
  • Wireframing & UX Design


  • Campaign Development
  • Graphic Design, Illustration & Iconography
  • Website Development
  • Video & Post Production
  • Copywriting
  • Retail, Point-of-Sale & Environmental Design


  • Advertising
  • Social Media Marketing
  • Experiential Marketing
  • Point-of-Sale (POS)


  • Production Management
  • 3rd Party Focus Testing
  • Secure Canadian Hosting
  • User Experience (UX) Testing