The significant decline in per capita alcohol consumption over the past fifty years in France is attributable to public health initiatives, which have changed the image of alcohol. However, 15% of men over the age of 40 continue to engage in chronic risky behavior. In light of this, the National Institute for Prevention and Health Education (INPES), continuing its awareness-raising efforts, aired a television prevention campaign in March–April 2011 addressing regular excessive alcohol consumption and its health consequences.