What The Proof Project Does
The Proof Project is a public health nonprofit focused on identifying and communicating the alcohol-related information that most influences decisions—and connecting people to tools that make those decisions easier.
Identify what matters
We don’t assume which messages will be effective. We use primary research and message testing to identify the alcohol-related information most likely to influence how people think and what they do.
Make it easier to act
We translate those insights into public communications campaigns and practical tools that meet people where they are, connecting them to resources that support reflection and change.
The Problem
An estimated 178,000 people die from excessive alcohol use each year in the United States, from causes that include cancer, heart disease, liver disease, injuries, and suicide (Source: CDC).
And its impact extends far beyond these outcomes—affecting sleep, mental health, cognitive function, relationships, and our communities in ways that people don’t always recognize.
The problem is not just awareness. It’s the environment around alcohol.
Despite the scale of these harms, the United States has never had a sustained national campaign to help adults better understand alcohol’s risks and connect to practical support.
Social norms make it easier to drink, and harder to pause, reflect, or talk openly about drinking less.