Our marketing messaging counter-narrative can be applied to specific demographics that are known to be harmed the most from excessive stress and related self-medicating. 

Young adult brains are still developing until later in their 20's, and they are more susceptible to the damaging effects of alcohol on cognitive function and decision making. 

Women have bodies that metabolize alcohol differently than men's, which means they reach higher blood alcohol concentrations (BACs) after consuming the same amount of alcohol. 

People of color are more likely to experience social and economic disadvantages, which can increase their risk of alcohol abuse. 

Veterans are at higher risk of alcohol abuse due to the trauma they may have experienced during their service. They may also have difficulty re-adjusting to civilian life after deployment.

People with mental health disorders, such as anxiety or depression, are more likely to self-medicate with alcohol to cope with their symptoms. 

Older adults may be more susceptible to the negative effects of alcohol due to changes in their metabolism and health. 

People with low incomes are more likely to experience stress and hardship, which can increase their risk of alcohol abuse. They may also have difficulty affording treatment.

Rural residents may have limited access to healthcare and addiction treatment services. They may also feel isolated and alone, which can increase their risk of alcohol abuse.