Good blog post Séan. I like the simplicity of the principle to stop demonising alcohol and start stigmatising drunkenness.
Do you think, however, that advertising campaigns are sufficient to help internalise this principle? Do you have any other strategies in mind? (I realise that you can't fit everything in one post). Do you think that the change in attitudes to drink driving, for example, were a function of anything else beyond the ad campaigns?