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The Northern Territories Alcohol Labels Study (NTAL study) was a scientific experiment in Canada on the effects of alcohol warning labels. It was terminated after lobbying from the alcohol industry, and later relaunched with industry-advocated experimental design changes: omitting the "Alcohol can cause cancer" label, not labelling some alcohol products, and shortening the time period (from eight to four-and-a-half months). Enough data was gathered to show that all of the labels used in the study were simple, cheap, and effective, and it recommended that they should be required worldwide.

Researchers felt that the lobbyists' changes diluted the scientific value of the study and feared the weakened study might not give clear results. While the shortened study did not provide enough evidence to answer some of the research questions, it showed that the warning labels reduced alcohol sales and consumption: remembering the labels made people more aware of the alcohol-cancer link, and that awareness made people decide to drink less. Industry interference in the study brought international attention.

In November 2017, "Alcohol can cause cancer" warning labels (and two other designs) were added to alcoholic products at the only liquor store in Whitehorse, Yukon. The study was planned to run for eight months. Alcohol industry lobbyists stopped the study after four weeks. The Association of Canadian Distillers, Beer Canada and the Canadian Vintners Association alleged that the Yukon government had no legislative authority to add the labels, and would be liable for defamation, defacement, damages (including damage to brands), and packaging trademark and copyright infringement, because the labels had been added without their consent. They also claimed that the labels violated their freedom of expression. Partly because cigarette-package warning labels had already been ruled legal, these claims were not considered to have merit. Lobby groups denied threatening legal action.

John Streicker, the Yukon Minister Responsible for the Yukon Liquor Corporation, stopped the study just before Christmas. He did not believe lobbyists' claims about the medical facts and instead believed his chief medical officer of health that the labels were truthful. He stopped the study because he did not wish Yukon to risk a long and expensive lawsuit and thought leadership should be taken by the federal government after the COVID-19 pandemic. Initially, the Yukon Liquor Corporation declined to identify the lobbyists who had contacted them, but an access to information request later published e-mails between lobbyists and the Liquor Corporation .

Study design

Background

The study was started by university researchers from the Canadian Institute for Substance Use Research, with support from Health Canada, Public Health Ontario, the Chief Medical Officer of Health of the Yukon Brendan Hanley, and the Yukon Liquor Corporation. In the Yukon as in most of Canada, there is an alcohol monopoly, where only the Yukon Liquor Corporation, controlled by the government, can sell alcohol. The Yukon Liquor Corporation was the only liquor retailer in Canada willing to take part in the study.

Erin Hobin of Public Health Ontario, a lead researcher on the study, praised the Yukon for its courage at the project launch. She said that the study's main aims were to find out whether the labels improved knowledge of health risks, or changed behaviour, and that this information could be used to develop better public health policy.

The cancer labels were a global first. At the time of the study, South Korea warned consumers specifically about liver cancer, and allowed manufacturers to choose between three labels, one of which did not mention cancer. No other country had alcohol-cancer warning labels. Ireland introduced mandatory cancer-risk labelling in 2018, after the study was launched. , no other countries had implemented cancer warning labels on alcohol.

, 47 countries mandate alcohol warning labels, mostly warnings against drinking while pregnant and driving while drunk. Eight required labelling of "standard drink" serving sizes, and none mandate information on drinking guidelines, although such knowledge has been shown to reduce drinking.

The NTAL study cost . Despite selling alcohol, governments in Canada lose $3.7 billion net per year in healthcare costs to it. Each year, alcohol kills 18,300 Canadians and causes 105,000 hospitalizations and 700,000 emergency room visits (). Adding government losses due to criminal justice and productivity costs raises the annual estimated loss to $16.6 billion.

Also as of 2017, Canadians spent $22.1 billion on alcohol per year: $9.2 billion on beer, $7 billion on wine, $5.1 billion on distilled spirits, and about $800 million on alcoholic ciders, coolers and other alcoholic drinks. This bought just over 229 bottles of beer, 24 bottles of wine, and 7 bottles of spirits for each Canadian who is over the legal drinking age. Over a third of drinking-age Canadians report not drinking at all in the past year (35.5% ).

Yukon is the region of Canada with the highest per-capita alcohol sales and one of the highest cancer rates. The Chief Medical Officer of Health said that, in the Yukon, alcohol use probably caused more harm than the use of any other substance, and it had comparatively high rates of alcohol-related violence. He called the NTAL study a major opportunity to fulfill the Yukon Liquor Corporation's social-responsibility mandate, because it would improve knowledge of the real-world effects of health warning labels on alcohol, making the Yukon a world leader in this research.

The intervention site (where the labels were changed) was Whitehorse, the capital of the Yukon, and the experimental control site (where nothing was supposed to change) was Yellowknife, the capital of the Northwest Territories, which similarly has a single liquor store. When interviewed in May 2017, Erin Hobin hoped to eventually expand the study to rural areas. The rural Yukon was also compared to Whitehorse.

Label design

The researchers thought that past alcohol warning labels had not been very well-designed. They designed the labels used in the study to have bright, attention-getting colours, clear messages, and a "large enough font size to be actually readable". All of these factors have been shown, in lab and online studies, to make labels more effective. Three labels were planned to rotate, as this has been found to make other warning labels more noticeable than always using the same label. The number of rotating labels was later reduced to two by industry intervention. The yellow central background and red borders were intended to make them stand out in contrast to any container. Label design work lasted four years, according to Tim Stockwell, a researcher working on the study.  Before the study started, consumers were surveyed, and strongly approved of putting more information on alcohol containers. Preparatory lab studies with local volunteers were used to choose the content for the labels, so that they would contain the information consumers wanted to know.

Yukon and the Northwest Territories (NWT) had both brought in mandatory small stick-on post-manufacturer labels in 1991, well before the study began (see images). Both warn against drinking during pregnancy; the NWT label also warned of impaired ability to operate machinery and unspecified health problems. No other Canadian jurisdiction had any mandated alcohol warning labels at the time.

The study's new experimental label designs were changed before the study began. The Yukon Liquor Corporation gave the researchers label-size limitations. So the fetal alcohol syndrome labels were removed when the other labels were put on, to keep the total label size down. Tim Stockwell said that the original study design had included a pregnancy warning on the experimental labels, "but the (Yukon) Liquor Corporation kept insisting that the labels should be smaller, smaller, smaller and then in two languages, and there was just no room". After the study had been cancelled, the Fetal Alcohol Syndrome Society Yukon expressed concern.

Five focus groups done in the Yukon, before the labelling phase of the study began, found strong support for warning labels, with participants focussing on consumer's right to know about health harms, including cancer and fetal alcohol syndrome. Participants also wanted standard drink (SD) information, national low-risk drinking guidelines presented as a chart with pictograms; they favoured large labels. Previous surveys generally found a majority of Canadians support alcohol warning labels, with one exception.

Existing labels

While there has been a lot of research on how people react after seeing alcohol labels in lab and online studies, and what they say about their future intentions, there is much less research on how people change their behaviour in response to real-world warnings. Most of the evidence on real-world warnings is based on the small text-based labels required by the 1988 US Alcoholic Beverage Labeling Act. These labels have been widely criticized. The text is long and hard to read. It warns only about not drinking under specific circumstances, with a message about impaired driving and fetal alcohol spectrum disorders. There is only one message (not multiple messages that rotate). The text is often printed in a colour that is similar to the background colour, and the warning is often placed on the back of the container. Tim Stockwell described this evidence as "pretty moot because the labels are so bad". Research suggests that the current American fetal warnings aren't very effective. Many people don't notice them.

The messages chosen by alcohol providers as part of voluntary warning label schemes tend to be unhelpful (they are thought to be unlikely to change knowledge, intentions, or behaviour). Some may even be counterproductive; adolescents become less opposed to drunkenness when exposed to "please drink responsibly" messages.

Strong evidence that alcohol labels change behaviour in real life, as well as in the lab, makes it easier for governments to require labels. The more evidence there is that the labels will improve awareness and public health, the less likely alcohol lobbyists are to win lawsuits against the labels.

Other awareness measures
Broader awareness campaigns were planned to run during the study: in-store signage and handouts, a website, a toll-free helpline, and radio spots to augment the label messages. Industry intervention meant that the in-store and radio messaging never happened.

News coverage of industry intervention to shut down the study may have had some similar effects, effectively acting as an awareness campaign. But the news coverage affected both sites: the intervention site (where the new warning labels were added, and a new awareness campaign was planned), and the control site (where nothing was supposed to change).

Lobbying

"Alcohol can cause cancer" label

Motives for cancer warnings
Learning that alcohol causes cancer causes most people to strongly support putting cancer warnings on alcohol containers. Knowing makes drinkers, including heavy drinkers, decide to consume less alcohol. They also become more likely to support other alcohol-related public health measures, like minimum unit pricing.

Surveys from the 2010s and early-2020s showed that most did not know that alcohol causes cancer. Results varied by location and form of question (true/false or open-ended questions), but showed awareness generally below 50%, and sometimes below 1-in-7 (12.9%) unprompted. Less than a quarter of Yukon alcohol purchasers believed that alcohol caused cancer, when surveyed before the intervention started.

The Northern Territories Alcohol Labels (NTAL) study was the first to look at the effects of cancer warning labels in the real world, but lab and online studies have previously tested their effects. Cancer warnings have been shown to be more effective than warnings about liver damage, diabetes, mental illness and heart disease.

People seem to already know that alcohol causes liver damage; but if they learn that alcohol causes cancer, they make a decision to drink less. Learning that alcohol causes diabetes and mental illness has a weaker but similar effect. Learning that alcohol causes heart disease may or may not change drinking intentions; the evidence is mixed.

Industry counterstrategies
Major industry strategies for fighting public knowledge of the link between alcohol and cancer have been categorized as deny, distort, and distract:
deny the link exists, or avoid mentioning it;
distort or misrepresent the link, by stating or implying that it is complex; and
distract: shift the discussion away from the effects on common cancers. Industry is especially keen to conceal the danger of colorectal and breast cancer.

It is common for alcohol industry spokespeople to assert that "alcohol causes cancer" statements are inaccurate, misleading, unproven, incomplete, and/or overreach. These assertions are often quoted in news media, sometimes without the context of the scientific evidence.

Industry-made public relations materials tend to have much more complex messages about alcohol and cancer. They stress that alcohol is not the only thing that causes cancer, and that there are many types of cancer which have not been linked to alcohol (also true of tobacco), and point out that it is not yet fully understood how alcohol causes cancers. These statements are true, but irrelevant. Industry materials also make or suggest untrue statements: for instance, the idea that alcohol only causes cancer in subgroups (like binge drinkers, heavy drinkers, smokers, people with nutritional deficiencies or taking HRT), or even that alcohol might protect smokers against cancer. They often incorrectly say that there is no cancer risk from light or moderate drinking. The evidence doesn't support these claims. Industry statements often mix correct and incorrect information.

Conflict over NTAL cancer warnings
In the lobbying against the NTAL study, the strongest industry objections were to the "Alcohol can cause cancer" labels. Minister John Streicker said that "I think the preference of the producers is to not have labels, period, and not to have a label study. I think I've heard that from them, but I think it's also fair to say that the thing they were most concerned about was the cancer label."

Industry representatives told media that cancer labels would hurt and disadvantage the alcohol industry, stigmatize it, and damage its reputation, often mentioning small/craft breweries and/or distilleries. The researchers acknowledged that the results of their research could be bad for alcohol sales. A few days after the labels came out, Tim Stockwell said an angry reaction from industry was only to be expected: "Nobody would want a product they make so much money from to suddenly have a label that says this can give you cancer." The modified study did find that people who had been exposed to the labels were more likely to know that alcohol causes cancer. People it surveyed also said they drank less alcohol because of the cancer warning label. Sales of products declined when the warning labels were added to them.

In this case, Beer Canada president Luke Harford wrote that "'Alcohol can cause cancer' is a false and misleading statement" and said that it was "way too complex an issue to be discussed on the label". Jan Westcott of the Association of Canadian Distillers called the cancer-risk labels "alarmist and misleading". Such claims were widely quoted in media coverage of the NTAL study, though not as widely as in media coverage of some other efforts to label alcohol.

Researchers, public health officials, and the Yukon government all strongly defended the truth of the statement. The researchers said that the fact that alcohol causes cancer has been well known to researchers since the 1990s, and would be well known to the public were it not for industry interference and obfuscation.

Alcohol industry representatives also repeatedly stated that the link between alcohol and cancer was too complex to tell the public about on a small label; this talking point has also been used in other cases. The NTAL study found that people who remembered the "Alcohol can cause cancer" label were more likely to think that alcohol could cause cancer. It did not report any evidence that people misunderstood the simple message.

Jan Westcott said that the cancer labels came off as scare messages, because people rightly "freak out" if you mention the word cancer. He said that the labels needed to mention some health benefits of alcohol. Erin Hobin disagreed, criticizing the evidence for such benefits.

Westcott later said that the Association of Canadian Distillers was not denying that "excessive" drinking could cause "certain types" of cancer, but "We're just not sure that putting the word 'cancer' on a label is the most effective way to convey that information". He suggested advertising, and retailers having conversations with consumers, instead. Typical industry-funded "public health" ads have been shown to be ineffective to counterproductive.

The BC Craft Brewers Guild wrote to the vice-president of research at the University of Victoria, saying the labels bore "false, misleading and potentially dangerous information". They asked if the study had received approval from a research ethics board (it had been approved by both the Research Ethics Board at Public Health Ontario (identification number: 2017-010.04) and the Human Research Ethics Board at the University of Victoria (Protocol 17–161), and had been given research licenses by both territorial governments).

Standard drink labels

The other two labels explained how many standard drinks the labelled alcohol container contained, and gave the pre-existing Canadian reduced-risk drinking limits (in terms of numbers of standard drinks). These Canadian Centre on Substance Use and Addiction limits have since been revised downwards. , the CCSA says 0 drinks is safest, ≤2 drinks per week is likely lower-risk, 3-6 is increased-risk, >6 signifiantly increases risk, and more than two drinks per occasion is also increased-risk. While there is no safe level of alcohol consumption, drinking more is more harmful (people who drink less are healthier than those who drink more, and people who don't drink at all are healthiest). In earlier online studies, exposure to similar labels made drinkers better at estimating how much they'd drunk and how much alcohol would exceed the reduced-risk limits.

The alcohol industry in Canada once approved a national alcohol strategy that recommended contains-[number]-standard-drinks labels, but later opposed such labels. Industry lobbyists did not object to the NTAL study standard-drink labels as strongly as they did to the cancer warning, but they wanted to redesign them.

Luke Harford of Beer Canada suggested that the reduced-risk drinking guidelines might be interpreted as a safe amount to drink and drive, asking if the Yukon Liquor Corporation took legal responsibility for that, or laid it on the supplier, who had not seen the label in advance.

The standard drink labels also encourage readers to plan two or more alcohol-free days per week.

Threats
The Association of Canadian Distillers, Beer Canada and the Canadian Vintners Association alleged that the Yukon government had no legislative authority to add the labels, and would be liable for defamation, defacement, damages (including damage to brands), and packaging trademark and copyright infringement, because the labels had been added without their consent.

In interviews with the New York Times, the lobby groups denied threatening legal action, while the minister said he had stopped the study because he feared legal action. The minister said that they had had conversations around legislative authority, label placement, trademark infringement, and defamation, and "those terms leave us thinking that litigation is a real risk". The Yukon Liquor Corporation put out a written statement saying that, "the liquor industry indicated a possibility and/or likelihood of legal action", and Matt King, its president, said that the cancer labels had been removed due to "the potential for protracted litigation".

The Yukon had a population of about 40,000 people at the time of the study, and a gross domestic product of about C$3 billion (about one-seventh of the gross revenues of the alcohol industry in Canada). Researchers initially hoped that a third party might offer funding (or just advice and confidence) to allow the Yukon to fight a legal challenge, as the Bloomberg Foundation did when Uruguay faced deeper-pocketed litigation over plain packaging for tobacco.

Legal opinions on threats
Robert Solomon, a Canadian law professor specializing in drug and alcohol policy, called the legal threats "without merit", and characterized them as an attempt to keep consumers unaware of the health costs of alcohol. He said it was clear that the Yukon government had the legal right to add the labels, because of the Supreme Court of Canada's past rulings on cigarette-package warning labels. As the warnings were neither untrue nor malicious, there was no case for defamation, and no case for forced speech. The statements were clearly attributed to the Chief Medical Officer of Health.

Robert Solomon also said that since the Yukon Liquor Corporation sells alcoholic drinks, it has a legal duty of care to warn consumers of potential risks, and "it doesn't matter if the manufacturer isn't convinced by the evidence". He also said that anyone manufacturing or supplying alcohol in Canada (such as brewers and stores selling it) have a duty to inform consumers of these risks, and the duty is stronger if the risks are not widely known to the public, the product is mass-marketed to vulnerable consumers, the harms are more severe or probable, and the product is eaten or drunk. Jacob Shelley, director of the health ethics, law and policy lab at the University of Western Ontario, agreed, and pointed out that manufacturers can make money by increasing alcohol consumption, an interest that conflicts with their legal duty to warn of its dangers. Solomon said that the provinces could also sue alcohol manufacturers for not warning, as they had previously sued tobacco companies, and a large class-action lawsuit was only a matter of time.

Solomon later co-published a paper with the NTAL study's public-health researchers, comprehensively examining and rejecting the legal threats. It disputed the idea that there was any ground for legal action, and said that the government might be at more legal risk for not warning about known dangers, but said that "given that individuals are generally permitted to sue anyone for anything, the industry could sue the Yukon government", despite the lack of merit to its case. The researchers also thought the alcohol industry, having actively intervened to conceal the health harms of their products from consumers, were opening themselves up to litigation for both the human suffering and recovery of healthcare costs.

Complaints about lack of prior consultation with industry
Lobbyists complained that they had not been consulted on or consented to the study.

These criticisms were echoed by the Yukon Liquor Corporation. When cancelling the study, it said it was unfortunate that the study "did not have the consent of label owners". John Streicker, the minister responsible for the Yukon Liquor Corporation, appeared to blame the researchers for not consulting with industry, saying "One of the things to understand first and foremost is that this is a set of researchers that approached us to do a study here in the Yukon and the Northwest Territories and we agreed... We did encourage them to talk directly with the producers and largely I want to say, we left that in their hands".

Tim Stockwell, a lead author, argued that consulting with industry would have been pointless. "Our conversation would go something like this: 'We're thinking of a study putting labels on your alcohol containers about possible health effects' ...[and] they would say, 'no, you are not going to do that — we are going to stop you, and we will use all means at our disposal to stop that information getting out'". He thought that industry lobbyists would immediately have gone to all the relevant ministers, and threats would have been made, ending the study before it could get off the drawing board. He also argued that consultation would be unethical: "We don't want to compromise the accuracy of the information that is put out to consumers because the people who are making a profit from the product are concerned". He said it would be against research ethics guidelines to discuss warning label design with people who have vested commercial interests in increasing alcohol sales.

Lobbyist identities and statements

Initially, the Yukon Liquor Corporation declined to identify the lobbyists who had contacted them.

Investigative news program The National asked Beer Canada, the Association of Canadian Distillers, and the Canadian Vintners Association if they accepted the link between alcohol and cancer, and felt a responsibility to inform consumers of the risk. All three evaded the question, speaking instead of responsibility and moderation, and Spirits Canada said that drinking alcohol had health benefits.

An access to information request by freelance journalist James Wilt, later published e-mail correspondence  between the Liquor Corporation and some lobbyists (see sidebar).

Luke Harford of Beer Canada complained that beer manufacturer had not authorized the labels, and said that, "The researchers you are working with are not interested in testing their hypothesis from an objective and scientific starting point. They already know the conclusions they are going to present", citing the researchers' previous support for warning labels, and their opinions that its actions show that "the alcohol industry is itself a threat to public health". The researchers rejected these accusations; after the study had been cancelled, Tim Stockwell said, "We were accused of actually having decided what the results of our research would be in advance, which is impugning our reputation — utterly unfair. I've been put in print that at the present time there's no evidence that warning labels change behaviour. And if any study could have done this, this little study in the Yukon could have shown that in principle, there was a change in behaviour. We don't know. If we'd been able to complete the study, we'd have found out." Later, when the study results were analysed and published, Kate Vallance, another researcher, called them "a nice surprise".

Local alcohol producers also objected. The owner of the Yukon Shine Distillery, Karlo Krauzig, said he did not see why alcohol should have warning labels when other products that harm health do not, such as sugary beverages. The president of Yukon Brewing, Bob Baxter, did not think the Yukon government had the legal authority: "I mean, if I wandered down the aisle of a grocery store and started putting stickers on boxes of cereal at my own whim — I don't have the authority to do that".

John Streicker, the responsible minister, said he had spoken to national interest groups and local alcohol producers. E-mails released under an access to information request contain discussion by lobbyists of the changes to the study design that they considered necessary.

Modified study

After the cancellation just before Christmas 2017, it was not immediately clear if the study would restart. The Irish Cancer Society and the Australian Foundation for Alcohol Research and Education said the NTAL study's halt would not stop their governments' plans to bring in mandatory warning labels.

The study was restarted four months later with the "Alcohol can cause cancer" warning labels removed from the rotation, and some alcohol products exempted. The downscaled study was no longer allowed to add labels to products from small producers (including the local alcohol producers), or to smaller containers where the label might cover the product label or trademark, or to aluminum cans or beer bottles recycled locally (concerns were raised that the warning labels might hinder recycling in ways that the product labels did not).

At the time when the study had been "paused", Jan Westcott of the Association of Canadian Distillers wrote to the Yukon Liquor Corporation (YLC): "We also confirm that, without prejudice to our views on the affixing of any labels by the YLC on our Members' products without their express authority, we would take no action in this regard should the YLC decide to continue to affix its current FASD labels" (fetal alcohol spectrum disorder labels, the warnings against drinking while pregnant). He later wrote:

The Yukon's Chief Medical Officer of Health, Brendan Hanley, felt strongly about the issue, and expressed himself disappointed that the cancer warning had been removed.

When the resumption of a reduced version of the study was announced, Tim Stockwell said that the "Alcohol can cause cancer" label was the most effective of the three, and eliminating it "diluted" the experiment. He also noted that the study was now shorter than planned and fewer products would be labelled, though he expessed hope that at least 70-80% of products would be labelled. He thought it was unlikely that the modified study would be powerful enough to provide clear evidence that the warning labels reduced harmful behaviour, downgrading the study to an awareness-raising exercise.

The study researchers attributed several motives to the lobbyists; one was to avoid clear study results. The researcher's goal was to determine whether a well-designed public-health campaign, including well-designed warning labels, could change behaviour, and cause people to drink less, thus reducing the health harms of alcohol. This sort of evidence that warnings are effective was (and is) important in convincing governments to bring in warning labels on nicotine products. Governments bringing in alcohol warning labels face less expensive legal battles with industry if they have stronger evidence of public health benefits.

The researchers expected that any effects would be weakened by the shortening of the study, the loss of the simplest and most effective message, "Alcohol causes cancer", the reduction of the number of different warning labels in rotation, and the cancellation of all of the aspects of the public health campaign other than the labels. Media coverage also meant that people in the control site heard about the campaign. All this made it harder for the studies to reach a clear conclusion and inform public health policy.

Results

Researchers found that consumers of alcohol at the stores generally were supportive of more warning labelling. Implementing the labels was neither difficult nor expensive.

After the study, liquor store consumers were more aware that alcohol caused cancer. Those who knew alcohol caused cancer were more likely to support alcohol reduction policies. Erin Hobin said that the study showed that the cancer warning grabbed the attention of consumers. "They read the cancer warning very closely. They thought about that message. They talked to their neighbours and their friends about that message".

Behaviourally, sales of labelled products declined; sales of the small number of unlabelled products increased drastically, but as there were not many of those, overall sales still declined. Kate Vallance pointed to this difference as additional evidence that the labels were effective.

Results for increased awareness and knowledge of drinking guidelines had large confidence intervals, and at 95% confidence intervals were not statistically significant. The shortened study and small sample sizes weakened the study's ability to find effects.

The NTAL study researchers also concluded that "additional cancer label intervention studies are required that are not compromised by industry interference".

Reception
A medical review paper described the "numerous publications on the Yukon project" as "exemplary". The paper said that , the study provided the best evidence on the effects of alcohol warning labels (AWLs): "The most compelling research to date comes from the Yukon experiment, which found that respondents increased their awareness of cancer as a risk factor when recalling the AWLs, reported drinking less after being exposed to the AWLs, and that alcohol sales declined during the intervention." The study was praised for robust label design and study design; the design was cited as a model for how to evaluate alcohol labels. It has been cited worldwide by researchers, public-health activists, and governments.

When the study results were published in 2020, John Streicker, the minister responsible for the Yukon Liquor Corporation, said the Yukon government had not yet made a decision on whether to re-introduce the cancer or reduced-risk warning labels, but that he'd read the studies, talk to the researchers, and use the results to raise the issue again with the federal government. He thought that alcohol warning labels, especially cancer labels, should be handled by the federal government. He said that the labels about low-risk drinking guidelines were of more interest to the Yukon government than the more controversial ones about cancer, implying that the guideline labels had the bigger potential for harm reduction, a view not shared by the researchers. He also argued that the effects of the labels might have been amplified by the media controversy. , there has not yet been action, at the federal or provincial level. Provincial liquor boards had also been slow to publicize an update to the national risk guidelines (which changed low-risk limits from 2-3 standard drinks per day, to 2 or fewer drinks per week, due to new evidence). All responsible provincial and territorial ministers were refusing to give interviews on these subjects.

In July 2020, the Canadian Centre on Substance Abuse and Addictions, with funding from Health Canada, began to revise Canada's Low-Risk Alcohol Drinking Guidelines (LRDGs), replacing them with Canada's Guidance on Alcohol and Health two and a half years later. They cited publications of the Yukon study for information on awareness of the LDGRs.

Spirits Canada remained opposed to alcohol warning labels, arguing that "warning labels have not been shown to be useful in altering consumer behaviour or reducing the amount people drink" in February 2021, months after the study results had been published.

, eight in ten Canadians supported adding warning labels to alcohol, according to a study led by the Canadian Cancer Society.

Publications

 Fulltext of published e-mails from lobbyists:
 obtained by FOI request
 sent to the University of Victoria by
 Study design (see Preregistration (science))

 Press releases
 List of all press releases on the NTAL study,  Contains links to media coverage.
  Contains media kit and sound recording of label-launch press conference at the Whitehorse liquor store.

 Study results
 University press release with links and infographics
 Paper summarizing a number of the papers produced by the study:

References

External links

Alcohol and health
Alcohol in Yukon
Canadian medical research


Though not a resident of Brighton I write to you as someone who is closely connected with the town and its theatres.
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When I did it before though they would email you with 20 offers in one email and it sucked.
yes I agree, these days, no matter how big the lists are, the results will be minimal, as at a threshhold, readers on these lists, are not buyers, they are conditioned to read, and close offers just so they can get their message or email offers out there. Its a vicious cycle, and would be very hard to make money this way.
I would rather pay good $ and get access to a solo ad, and blast that out to buyers list, and have done this with a few warriors and IM'ers around the traps. Doing this the results have been ok all the way through to insane!
At least this way you are getting access to people that buy, not a list like safe lists where people are only opening emails to get their clicks up, so they can post their offers to everyone else. That is not really a good habit to be getting yourself into.
There always seem to be people who are totally against safelists and those who had good experience using them. To me, this indicates that the person who is getting good results is doing something different and right than other people.
So, I believe if we can manage to learn how to use this source of traffic then we will have at our hand a huge resource of virtually untapped traffic as most other marketers either stay completely away from them or are not successful in earning profits through them.
If its not asking too much, would you mind sharing which clickbank product did you promote and how did you promote it - I mean did you link directly to the product page in your emails or did you sort of give some free information first and then directed them to the merchant site?
I link directly to the product page, I won't share the product as It would bring me alot of competition.
I keep the message body of the post very simple. Heres an example..
This site could drive thousands of visitors to your website.
Notice I only use 14 words In the example above.
I have tried several safelists and some of them are a complete waste of time.
I find that with safelists, that the product you promote should be In the IM niche, I have tried make money products with no success.
Members of safelists are wanting to get traffic to their website, by promoting a good product that will help them do this, you are Increasing your success rate.
I have never tried a squeeze page with MLFF.
The clicks I get to the clickbank product from MLFF are minimal, but the conversion rate Is good.
I also like to do my postings In between 12:00 noon to 4pm US Pacific Standard Time. I find that I have the best success at these times.
first of all, congrats on your sales.
Second of all, you are better off to do solo ads, than these messages, as they are just sort of marked as spam posts nowadays, as people like yourself are conditioned to read and then move on, so they can post their email.
You must have had excellent copy to get these results, I get much better results by buying solo ads, with readers who are interested in what is on offer. I spend more on solo ads in 2013 and its paying off big time. I do not really deal with safe lists, you could call this a thing a BLAST FROM THE PAST, but I doubt you will be able to repeat your efforts.
Just saying! As a veteran my advice to you would be better to spend you time else where I think to double or even triple your effort. Make sure you do your research and have a good funnel, and do solo ads, Even newbies like yourself would be surprised at the results.
I've never heard of such a site, but that's pretty cool. I'll definitely have to try it out. Thanks for the information and example!
Awesome!..I just registered with Million Leads For Free...Thank you very much for sharing Terry!
1 Million Leads For Free? .... Aweber would probably charge me $1,000 a month for this amount of leads. Lol i'm kidding. They'd probably charge me $950.
Very interesting post Terry, I appreciate the detail you've provided. I haven't tried safelists before but maybe I'll give this a try. Definitely will try your short and to the point message idea in a few other places as well.
This seems to be really interesting for me. For sure, beginners and average Joes may find some few gold nuggets here. Cheers!!
"This site could drive thousands of visitors to your website.
Wow, this is surely a very interesting email body. No wastage of time in writing long emails. Again, it goes on to show that don't restrict yourself to what the gurus say. You should experiment and test a lot. Sometimes going against the common practices can give you better results. Thanks for sharing your story with us.
It seems like I made a quick sale from posting a tiny ad on the site. (lol).
None of my other tracking metrics point to the sale, so it must be it.
If you look closely... Maybe you can find my ad?
PS: To those on the fence... It took me literally 30 seconds to setup.
If you appreciate this post then check out my legendary marketing blog (cool people only).
Ummm...seems legit ! i think it's a worth to try this one. Great share !!
Interesting. Being outside US, i never heard of safelist before. I checked on it based on your thread, but frankly speaking i am still confuse on everything. Anyhow, great thing u share. Hope other's take advantage from it.
Have You Join STIFORP yet? Click Here to get your free tour!
One of my affiliates uses Million Leads for Free and they're definitely driving sales to my site.
Also, safelists do work. I can't speak for everybody, but they work very well as a part-time income source for me.
I mail to them just about every day... I pulled in a little over $600 last month - and that was my worst month so far. (I assume a lot of people were on vacation.) An average month hovers between $1,100-$1,300. It's not a fortune, but it literally takes me a few minutes to send these ads out.
bt is right... short ads work significantly better than longer ads.
Also, teaser subject lines are good. You want people to be curious enough to open your email.
Once they open your email, they're going to click through to your site. Whether YOU can make the sale or not is the big question.
Remember, safelists are a sub-niche of internet marketers. The people on these lists are NOT your typical Warrior Forum member. You have to sell what they're buying - not necessarily whatever's converting well on Clickbank.
This means you need to be willing to test, test and possibly test some more. You also need to pay attention to what other people are consistently advertising. That's a huge clue as to what's selling to this audience.
I've had success with products priced as low as $4.95 up to $45. I sell my own products and I'm an affiliate for other peoples products. I also use safelists to build my own list and I've found my subscribers to be way more responsive than I anticipated.
You have to send out safelist ads every day (I don't even mess around with free memberships... I go premium all the time), and you have to send to many different lists to be effective. I may get 1 sale for every 500 click throughs to my site. They require extraordinary volume to be effective.
This is all safelist traffic from August. This will give you a general idea of the traffic you need to generate a decent sales volume.
At the end of the day, safelists are just like any other online marketing technique. Some people are good with AdWords, most people aren't. Some people are good with banner advertising, most people aren't. Some people are good with safelists, most people aren't. All you can do is test.
Hi 1KClicks, would you mind posting some of the safelists you use.
Here are my top 5 safelists for the previous month. (I base this list strictly on sales volume, not opt-ins.) Depending on the list, I can do anywhere from 1-6 mailings a day.
Free Safelist Mailer: They say they have 40K+ members, but don't let that large number get you all starry eyed. On average I get 60-100 click throughs per mailing. Regardless, it generates enough sales to keep me happy.
European Safelist: 15K+ members here. I get 40-50 clicks per mailing.
Lists Connect: I just started with this one. I've included it here because an affiliate of mine uses it and generated enough sales last month to push it into 3rd place on my site.
Max Mailer Pro: Goes out to 6K+ people and it's good for 120-200+ click throughs per mailing.
Puffin Mailer: Reaches 2K+ people and usually gets 60-80+ clicks per mailing.
I normally see the majority of clicks come through within 2 days, with a few stragglers coming in on Days 3 and 4.
Also, I've been planning on running a special allowing Warriors to test their ad on 17 different safelists and ad exchanges where I'm a member, if anyone is interested. It should be up in a couple of days.
This is getting more and more interesting. I am certainly considering trying my hand at safelist marketing. Normally how much time per day do you people spend on this and how often do you change the products you are promoting?
Also, Monique you mentioned that you only go for premium membership plans. I would like to know if free plans also can help us make some money so that we can test out before going for the pain plans?
One more thing I would like to ask is how do these safelist sites get their subscribers? Where do they advertise and catch the people looking to make money online? I mean, the people who subscribe on safelists are usually newbies and have a totally different mindset than those who are on Warriorforum.
I`ve had an WSO about it, it does work, safelists always did. They kinda have the conversion % of cold traffic but they do work.
anwar001... It's definitely not a full-time gig. Once you have your ads ready, it only takes a few minutes to upload them every day. In some cases, if you're a premium member, you can even schedule them in advance.
I change the ads whenever the conversion goes down. There's no set formula here.
You can definitely test with free plans.
2) You need credits in order to send your ad to a safelist. You get credits by viewing other members ads. The problem is freebie members get fewer credits for clicking ads than premium members.
So suppose you need 6,000 credits to send an email. As a premium member I might get 200 credits per email read. As a free member you might only get 50.
Now suppose you're a free member of 10 different safelists. There's no way you can keep up with the demand of clicking for credits.
You also asked where these safelists get their subscribers. They advertise on other safelists, text ad exchanges, traffic exchanges, classified ad sites, social networks, etc.
Years ago we did stuff just like this.
There was a real clever guy who rocked and roled with free safelists. He made a free online traffic book which he promoted using other people virally and he sold a lot of stuff on the side doin it, but he would get them to promote this book two ways 1. by insisting they could make sales on their own stuff doing it, he was telling them, "promote my book of free traffic and in your email list your items for sale". 2. He had a huge "other" incentive I can't remember what it was but the more people you brought to his online book the more you got of the incentive.
He would say "I am not kidding people! They WILL WILL WILL buy your products from within the emails but the free traffic subject line that will get them to open it in the first place.
LOL HE WAS RIGHT ABOUT PROMOTING FREE TRAFFIC! And he was right about selling on the sly.
other people I've followed around do the same thing. Barbie zabel always lists the sign up urls in her emails for the safelists and get more extra income on upgrades for example. I went and started using my own free traffic incentive after that and did make sales of my other items, but theres a hint for you how you can take this to the next level. Get subs, create some kind of viral incentive for people to promote your own free traffic site and sell your other stuff too.


After the reunion we travelled to Divundu and stayed at Nunda River Lodge for 2 nights camping.Thererafter to Katima Mulilo but on the way visited the Bwabwata National Park. What a surprise - plenty kudu, impala, lechwe, elephants, etc.Was about 16km to the horseshoe but it took us at least 3 hours in the sand and stopping for game viewing to get out again.
After 2 night camping in Katima, Caprivi Mutoya Lodge, we left for Botswana.I tried my hand at tigerfishing, but it was too cold to catch anything.I took the long road from Kasana via Nata to Maun, only because I was warned that I will not get through Savuti/ chobe in one day.(What a pitty as I would have liked to travel that road)In Maun we stayed now at the Old Bridge Backpackers, also an eye opener, almost like a squatter camp. Although the safari tent was quite comfortable, with ensuite open shower.We also dug deep into the savings account and took a flight over the delta.
and then the trek back home via Kubu Island - so we hopedWhat a disappointment - - The Ntwetwe pan was flooded and we could not get through from the Qweta side.It took us another 6 hours drive to Nata - all sand - and eventually we luckily got accommodation at Woodlands Stopover in Francistown.The last day was another 745km home, by which time I was [email protected] driving.I have now explored the "broad area" of Caprivi and Botswana and will go again to specific areas for my holiday.


Stockland are always looking for new ways to create reasons for customers to visit and stay longer at our centres, we recently attended the Shopping Centre News Marketing Awards and witnessed some outstanding industry campaigns that showcased Innovation in technology, customer, community and sales promotion.
We were privileged to be recognised for our National Brand Repositioning campaign and Stockland Harrisdale campaign in the Redevelopment Mini Little Gun category and just last week Stockland Baldivis won an Excellence in Marketing: Community property award from Property Council of Australia, WA.
The Stockland Harrisdale, WA launch campaign 'It's all here. And it's all yours' was created to help connect the community with the new centre, food and home. There were a wide range of ways the community could participate, the favorite being food and family centric appearances from Eamon Sullivan, local culinary icon who cooked up a storm at the centre-stage kitchen. The redevelopment opening which took place in June 2016 far exceeded everyone's expectations, customer engagement through social channels was extremely strong with comments such as "Awesome shopping complex. Very convenient. Enjoyed the various eating places". Our retailers commented "This shopping centre is really important to the area. They've needed it for quite some time and once the doors opened it was amazing" said Angelina Crozier from the Butchers Corner and Glen Fowler from Woolworths "fantastic growing area of western Australia and we're looking forward to a fantastic day of sales on opening and growing sales as we go forward." Congratulations to all our Retailers for making the opening such a success.
Stockland's brand refresh campaign used the four pillars of community, experience, inspiration, and convenience, to create an inspiring and emotive new brand message – 'Stockland - It's Your Place' - making people feel special by celebrating them, the retailers and the community, and creating reasons to visit and stay longer at a Stockland centre. The message was amplified through a comprehensive digital and media campaign, which brought to life experiences to connect customers at every touch point. The campaign created a unifying brand positioning, a new visual and verbal identity, and successfully increased brand reputation by 12.6% among the community.


Flowers by the Dozen is family owned and operated, proud to offer the largest Selection of Fresh Cut Flowers and Plants in the Burlington and throughout the Gta. Offering only the finest flowers backed by service that is friendly and prompt.
Customers at Flowers by the Dozen receive prompt, efficient and appreciative service. Hand tied bouquets, posies and Euro Style flower arrangements are a specialty here. You will also find orchids & blooming plants.
A local delivery fee of $11.95 to $17.95 depending on the destination will be added to each order, for each address.
If your flower delivery needs to be delivered by a certain time just call us and we will try to accommodate your delivery.
3 Daily deliveries everyday from Monday to Saturday are offered for the following cities & towns. Sunday deliveries are available upon request and during holidays.
Ancaster, Burlington, Oakville, Hamilton, Stoney Creek, Dundas, Waterdown, Winona. Orders must be received before 2:00 p.m. in the recipient's time zone to assure same-day delivery. Orders received after that time will be delivered the following day.
Daily delivery must be ordered by 10:30 am for same day delivery for the following cities & towns.
Toronto, Mississauga, Aurora, Ajax, Beamsville, Binbrook, Bolton, Bowmanville, Brantford, Brampton, Bramalea, Caledonia, Campbelville, Carlisle, Caistorville, Clarkston, Concord, Copetown, Erin Mills, Etobicoke, Flamborough, Flamboro, Freelton, Grimsby, Greensville, Georgetown, Jerseyville, King City, Killbride, Lowville, Lynden, Maple, Markham, Milton, Millgrove, Mount Hope, Mt Hope, New Market, Nobleton, North York, Richmond Hill, Oak Ridges, Oshawa, Pickering, Puslinch, Rockton, Scarborough, Smithville, Stouffville, St. George, Streetsville, Thorn Hill, Unionville, Vaughan, Westover, Whitby, Woodbridge.
Complete addresses and phone numbers help deliveries arrive on time. Please provide a valid e-mail address, cell or home phone number in case we need to contact you. Place holiday orders early for the best selection... and your peace of mind.
If your flowers are not received to your satisfaction, please call us at 888-560-1112. If for some reason the flowers that you ordered are not available for delivery then we will notify you immediately. We can also issue a credit for flowers to be delivered at a later date.
We may ask for a second choice regarding specific items to assure a timely delivery of your flowers. We will make every effort to fill your order as close as possible to your original selection. Seasonal and regional conditions affect the supply of flowers and plants. Specific varieties of colors may not always be available or meet our quality standards. Substitutions may be necessary to fulfill your floral and container requirements.
We may ask for a second choice regarding specific items to assure a timely delivery of your gift. We will make every effort to fill your order as close as possible to your original selection. Seasonal and regional conditions affect the supply of flowers and plants. Specific varieties of colors may not always be available or meet our quality standards. Substitutions may be necessary to fulfill your floral and container requirements.
Occasionally, substitutions may be necessary to create your bouquet due to the availability of certain flowers. Care is taken to maintain the style, theme and color scheme of the arrangements, using flowers of equal value. In single-flower arrangements, such as an all rose bouquet, or orchids, we will make every attempt to match the flower type, but may substitute with another color.


The race for college places has always been tough, and it shows no signs of getting any easier. At Sylvan, we appreciate that you want your child to succeed — and getting high test scores is a key component. Our personalized, interactive test prep in San Ramon will help your teen lower stress, build confidence and navigate the big test day with ease. You can feel good knowing our program delivers real results, which means better scores on tests!
For a limited time only, you can arrange a full-length practice exam for FREE* at your local Sylvan in San Ramon! It means your teen can get familiar with the test format and understand which areas need work in order to attain maximum results. Make today a great day: get in touch with us now to get started!


A cornerstone of the Ecumenical Community Center, Chuck served our organization in many remarkable ways. He has been called our Board Member Extraordinaire. He was everything from our book keeper to our custodian, and many things in between. His diligence, tirelessness, and unmitigated commitment to good works will not be forgotten.
Because he believed everyone should be treated with dignity and respect, Chuck helped others everywhere he turned without any need for accolades. He had high expectations of our efforts. Chuck was good at many things and was learning throughout his life. His highest expectations were of his own work.
Charles Scott served in the U.S. Marine Corps, and was a Systems Analyst at Rockwell Collins for many years. He was also very active at Margaret Bock Housing, Salem United Methodist Church, United Methodist Men, Symphony Cedar Rapids, and Emmaus and Chrysalis. His dear wife Evelyn supported his activities and busy schedule graciously, accomplishing many good works as well. Chuck received the 2011 Governor's Volunteer award and, in 2010, received the Hero award in Cedar Rapids.
We celebrate his full life, and thank the Scott family for sharing him with us. We hope they can find comfort in faith and in the love of family and friends.


Proclamations are issued by the Office of the Mayor to provide an opportunity for the Mayor to recognize exceptional people, groups or events in Springfield. The goal of a proclamation is to distinguish and celebrate the extraordinary achievements of our residents and not-for-profit organizations, to honor occasions of importance and significance to their work in our community and to increase public awareness of issues with the hope of improving the well‐being of the citizens of Springfield. Proclamations recognize a day, week, in some cases the month and other times they provide commendation on behalf of the city.
Any document request must be in writing, preferably in electronic format.
Due to the importance of a proclamation, only a limited number are issued by the City each year. All proclamation requests are reviewed and approved by the mayor. Not all proclamation requests are granted.
Requests need to be made at least two weeks prior to the due date. Due date is the date the completed document is required for pick up, mail out or presentation.
Language sent by the requester may be edited or revised without notice at the discretion of the Mayor's Office.
The event must have a direct impact on the City of Springfield.
The type of document prepared by the Mayor's Office will be selected by the Mayor for appropriateness and in some cases may be different from the request.


text:
Coming into the week we had a decent idea of what we wanted to accomplish with our map, but had a lot of questions about it. To answer these, we set up a meeting with our sponsors to agree on the map's details to ensure that it would be made in a way that Sizakuyenza wanted and that it would be useful for them. We also wanted to check in with our co-researchers to see how they thought things were going at around the halfway point of our time with them.
Vuyiswa
Nontembiso
SettingWe had decided to attempt to "divide and conquer" as a group. This meant Brendan and Marguerite would meet with Gershwin, Nontembiso, and Vuyiswa in the one of the outside counseling rooms to discuss the map, while Jenn and Emily would stay in the container with the ladies to evaluate how the project was going and develop the email we would be sending to organizations in the area.
Planning Questions
Questions for Gershwin, Nontembiso, and Vuyiswa
What does Sizakuyenza expect out of the map?
What will they use it for?
Will they want to update the map?
What form should the map be in (Physical/Online/Database)?
How will the map look (Satellite vs Streetview)?
What will make our map different from the multitude of maps that seem like they serve the same purpose of our map but are not in use?
Does Sizakuyenza have a good way of getting maps?
Questions for Thandi, Sylvia, Dube, and Sbu
How can we improve our teaching? (example: we think we still go too fast sometimes, especially in the big groups)
How are they feeling about their teaching abilities?
How do they feel about the mapping?
What skills do they want to practice more?
Meeting with Gershwin
As the project was progressing we found ourselves giving increasing amounts of time to mapping. With this time, we researched the current maps available to the community and more and more maps similar to the one we were planning seemed to be popping up. This left us questioning whether or not these maps were actually being used. With the thought of usefulness running through our heads, we set up the meeting with our liaisons to ask them the many questions we had gathered to really break down why current maps aren't being used and what they're looking to get out of it. Up until the meeting, we believed the map would include large and small service organizations found with the help of our co-researchers and the Internet.
Our very first question, "What does Sizakuyenza expect to get out of the map?" launched Gershwin into a detailed explanation of the map that answered all the questions we had planned on asking. As the discussion of the map began, Gershwin informed us he is not looking for a map of service organizations because so many of these already exist or are in development, but rather a rudimentary database and map of the Community-Based Organizations (CBOs) in the surrounding area. These types of organizations include things like civic organizations and neighbourhood watches.
This initial news made it seem as though we would simply be shifting gears, but as the conversation continued it became clear that our two main goals were becoming distinct entities. The only real way to learn about these organizations is through conversations with community members. This meant that all the google searching, website work, and emailing we had been working on with our co-researchers would not play much of a role in the map.
What we believed the map would be used for was also changed during our meeting. Gershwin had described that this map would create a pulling effect, so instead of setting up a referral system it would be pulling the community together, and helping Sizakuyenza to understand what is going on in the communities. The map was becoming more like something that could be used to serve Sizakuyenza's agenda for next year, as Sizakuyenza wants to begin making connections with these small CBOs, and the first thing they need to know is where they are and what they do; this is something a map would do quite well.
The feelings upon leaving this meeting were a mixture of relief and stress. At last we finally knew what and why we were mapping, but we knew our plans had to change significantly.
Now that we got some direction, it was time to print a base map
Meeting with the Peer Teachers and Sbu
While the meeting with Gershwin was happening, the ladies had a short refresher on Microsoft Word, after which we quickly moved into drafting an email to send to organization representatives for the asset map. This, of course, was before we learned of the outcome of the meeting mentioned before. While it was a little bit of a slow start to the drafting process, in the end, there was a lot of creative brainstorming done, which eased the transition into our next topic.
Thandi, Sylvia, and Dube working with Jenn on the Computer
As with most weeks, we wanted to have a chat about what improvements the women would like to see from us. We asked our core group to really emphasize what is going wrong, as well as anything that we could do to make things more understandable. In the past we had been getting a lot of praise, but this week we really wanted to hear their honest opinions. Sbu translated everything in an attempt to really make sure we could get the best feedback possible and to make sure Dube, Thandi, and Sylvia understood exactly what we were asking and why.
Once the question was posed, there was silence as the women digested the request. Quickly, the women and Sbu began a lively discussion in Xhosa that lasted 5 minutes. After the discussion died down, Sbu and Sylvia articulated two main points: as a group, the women want to teach more, and they want everything that will be printed out for the next day's session on our small group days, so they can review it that night and prepare. These were points that were great to hear and aligned with increasing the core group's responsibility with the teaching, so that they would be able to without the WPI team. Overall, the chat yielded two very helpful insights into the way the group sessions were going and the core group's visions for future sessions.
Reflections and Discussion
This day was not only the halfway point, but also a turning point for our project. Up until that moment we had been making all possible attempts to bridge the two tasks of creating an asset map and empowerment through IT learning, but after finding out that technology would play a very small role in the methods of this asset map, we felt stuck. It was hard news to swallow, but we realized that after working steadily for so long it was important for us to realize that it all can't go as planned.
Despite the news, our team was still determined to do all parts of the project we had set out to do. As we re-evaluated, we realized it would make more sense to slow down, so that the women could learn a few programs fully instead of only parts of some. We also determined it would be nearly impossible to map the majority of CBOs, as we once thought we could, so we changed our mapping goals to simply leaving behind what we think will be an effective method to continue the map.
With the many new tasks our team got, we lost sight of our role in determining the theme of our project.
A week or so after this turning point our map changed again, but this time it became something that would actively benefit our co-researchers. The CBO map made a lot of sense for Sizakuyenza as an organization, but for our project and the women we were working with it would be of little benefit. Instead we proposed creating a map of computer and Internet access points, melding our two projects into one and creating a valuable resource for the continuation of this program. We had to realize that we were allowed to propose changes to our project based on what we thought was best, and didn't have to just listen to what our sponsor and advisros asked for. We wanted to do what would help our co-researchers the most, and we saw the access point map as a way to do this while bridging our given goals of creating a map and creating a technology teaching program.

redpajama_set_name: RedPajamaCommonCrawl


text:
Le portrait du maréchal de Villars, maréchal de France (1653-1734) a été exécuté en 1704 par le peintre français Hyacinthe Rigaud pour répondre à la sollicitation du modèle.

La commande
Le duc Claude Louis Hector, duc de Villars, maréchal de France (1653-1734) venait tout juste d'épouser, le 2 février 1702, Jeanne-Angélique Roque de Varangeville (v.1683-1763), dame des Menuls, dame du Palais de la Reine, fille de Pierre Roque, seigneur de Varengeville, ambassadeur de Venise et de Charlotte Angélique Courtin. Il avait également été fait maréchal de France la même année et venait tout juste de remporter la bataille d'Höchstädt ; autant de raisons de se faire portraiturer par celui qui eut le privilège de figurer son roi Louis XIV.

« Villars ne manque pas d'esprit et c'est un homme fort courageux, mais il a quand même l'air braque, il fait d'horribles grimaces. Cet homme, c'est un roman vivant, outre qu'il est affreusement intéressé. » S'exprimait, quant à elle, la princesse Palatine dans une lettre à la duchesse de Hanovre (28 juillet 1707) lorsqu'elle décrit Claude-Louis-Hector de Villars (1653-1734), duc de Villars.

Description
Le tableau est noté dans les livres de comptes du peintre à la date de 1704 contre 530 livres livres  ; prix qui correspond bien à une mise en scène jusqu'aux genoux. L'habillement et la posture semblent avoir été inventés pour l'occasion et servira durant les quarante années à venir comme « modèle » à bien d'autres effigies. Parmi celles-ci on peut noter le portrait de Louis Antoine de Pardaillan de Gondrin, duc d'Antin (v. 1708-1719), celui de Charles-Jérôme de Cisternay du Fay, capitaine aux gardes françaises (1712), avec quelques variantes dans les mains de Karl-Heinrich von Hyom, ambassadeur de Saxe (1715) et enfin de Joseph Wenzel, prince de Liechtenstein (1740). Mais il ne s'agit que des plus connues. D'autres militaires de haut rang souhaiteront que Rigaud s'inspire de la posture mais en y introduisant des changements pour éviter trop de ressemblances.
Villars est représenté à mi-corps, jusqu'aux genoux, la main gauche appuyée sur l'une de ses hanches et l'autre posée sur un bâton de commandement (ici fleurdelisé), lui-même posé sur un rocher. Dans le fond, en arrière-plan, se déroule un choc de cavalerie, probablement la bataille d'Höchstädt. Le modèle est vêtu de l'armure classique des militaires à cette époque. Le haut degré de finition et la précision des détails ne sont pas étonnant chez Rigaud. En effet, on connaît deux études de pièces d'armurerie exécutées par l'artiste et actuellement conservées en mains privées. L'inventaire après décès de Rigaud mentionne également, au numéro 325, et comme légué à Hyacinthe Collin de Vermont, son filleul, « une Cuirasse de fer battu a froid avec ses brassards et son casque servant aussy à l'usage de la peinture, prisée la somme de vingt livres ». On retrouve ces accessoires dans la vente après décès dudit filleul, en 1771, sous le n° 20 du chapitre des modèles et figures : « Cinq pièces d'Armures de fer battu avec boutons & attaches de cuivre, savoir deux morceaux de Cuirasses devant & derrière, un Casque ou Heaume à charnière, & deux Epaulettes, aussi à charnière ». Le même catalogue atteste également, sous les numéros 106 à 113, « Huit toiles de 20. qui sont, Études de cuirasses, armures & draperies, peintes par Monsieur Rigaud ».

L'habillement du maréchal est agrémenté du large manteau bleu de pair de France, à doublure d'hermine, et sur lequel est brodée la grande croix de l'ordre du Saint-Esprit. On sait que Villars est nommé chevalier de l'ordre à la promotion du 2 février 1705. Or toutes les versions actuellement connues de la toile montrent cette distinction ce qui tendrait à prouver que le tableau ne fut achevé qu'après ; l'année 1704 témoignant peut-être de la commande ou du paiement. Plus probablement a-t-on rajouté par la suite la croix, comme il était de coutume à chaque nouvelle distinction, de même que le cordon bleu ceinturant le buste. Il en va de même pour l'écharpe rouge de l'ordre de la toison d'or d'Espagne, obtenue en 1713 « sans qu'on ait jamais su par où, et sans avoir eu aucun rapport de guerre ni d'affaires avec l'Espagne. […] La surprise de cette Toison fut universelle ». Le cordon est ici porté par Villars autour du cou, sur les versions tardives et sur la gravure de Pierre Drevet, en 1714.
En effet, un dessin, dans le même sens que la toile, mais sans toison d'or, pourrait correspondre à la feuille de Monmorency, réalisée dès 1707, et probablement destinée à la gravure réalisée plus tard. Les traces de mise au carreau plaident à cette faveur. La petite version léguée à l'ambassade de France à Stockholm par Lundberg pourrait constituer, quant à elle, un riccordo de la même composition, et qui aurait pu également aider le graveur.

C'est en 1714 que l'estampe de Pierre Drevet est réalisée, figurant la composition initiale de Rigaud, prise dans un cadre de pierre cintré dans sa partie supérieure, « chargé de trophées et d'inscriptions, etc. ajouté par le graveur sur un dessin d'une main étrangère, » selon Hulst.

Copies et travaux
 « 1 de  le maréchal de Villars pour [la ville de] Lion » pour 75 livres (1705).
 « 1 tête de  le maréchal de Villars » par Adrien Le Prieur pour 12 livres (1705).
 « Autre du même » par Prieur pour 12 livres (1705).
 « 1 teste du maréchal de Villars » par Bailleul pour 10 livres (1706).
 « 1 habit du Marl de Vilars [sic] » par Bailleul pour 9 livres (1706).
 « L'habit d'un buste de  de Villars » par Monmorency pour 15 livres (1706).
 « 1 [copie] de  le maréchal de Villars pour [la ville de] Strasbourg » pour 75 livres (1707).
 « 1 dessein de  de Villars » par Monmorency pour 6 livres (1707).
 « 1 [copie] de  le maréchal de Villars par son secrétaire » pour 250 livres (1708).
 « 1 [copie] de  de Villars en grand » par Adrien Le Prieur pour 70 livres (1708).
 « L'ordre de la Toison d'or au portrait du Marl de Villars » par Charles Sevin de La Penaye pour 3 livres (1715).

Œuvres en rapport

 Huile sur toile. H. 147 ; L. 129. Marseille, musée des Beaux-arts. Inv. BA. 217. Version donnée comme copie d'après l'original conservé dans la collection du marquis de Sinéty. Les Sinety étaient devenus héritiers des Céreste-Brancas, et auparavant des Brancas, premiers ducs de Villars puisque la fille d'Honoré-Armand de Villars, mourut religieuse sans descendant mâle. Cat. Auquier (n° 498) ; cat. Dassy (n° 27) ; cat. Bouillon-Landais (n° 185) ; premiers fonds des objets recueillis après 1789 ; en dépôt depuis 1963 à la Préfecture.
 Huile sur toile, collection du marquis de Vogüé (l'original selon Roman).
 Huile sur toile (d'après Rigaud). H. 120 ; L. 98. Château de Paulhac.
 Huile sur toile en buste d'après Rigaud. H. 63 ; L. 52. Versailles, musée national du château. Inv. 7555, MV2958, LP 4033. Avec inscription : C. L. H. Ml. Duc de Villars. 1714 (don de l'Académie française ; en dépôt à Paris, Institut de France).
 Huile sur toile en buste d'après Rigaud. H. 89 ; L. 71. Versailles, musée national du château. Inv. 7554, MV 3671, LP 1714. Achat de M. Guitton pour Versailles en 1835).
 Huile sur toile. H. 145 ; L. 113. Ancienne collection du vicomte René des Courtis au château de la Valette (Vienne). Exposé à l'exposition Internationale de Bruxelles en 1935 (n° 970) avec son pendant féminin attribué à Rigaud également (assise de face, le bras gauche accoudé, son bras droit s'appuie sur l'épaule de son fils aîné). Huile sur toile. H. 145 ; L. 113 (peint vers 1712). Le portrait a appartenu à la sœur du maréchal, Thérèse de Villars, qui épousa Jean-Baptiste de Fretat (mort le 7 novembre 1709, marquis de Boissieux ; passé par testament, en 1748, à Vital de Combres, seigneur de Bressoles de Chaminades, dont la fille, Jeanne-Marie-Dorothée de Combres de Bressoles, épousa, en 1756, Charles-Paul-Nicolas de Barentin de Montchal (1737-1824), ancêtre du possesseur actuel. Ces deux tableaux sont passés en vente Paris, Hôtel Drouot, 15 décembre 1942, lots 65 et 66 ; Paris, Galerie Charpentier, 8 décembre 1954, lots 83 et 84.
 Huile sur toile d'après Rigaud. H. 132,1 ; L. 101,6. Vente Londres, Christie's, 22 juin 1999, lot. 634. Parmi les bonnes répétitions de l'original.
 Huile sur toile d'après Rigaud (en buste). H. 81 ; L. 70. Leipzig, Kunstsammlungen der Universität. Inv. n° 1951-246.
 Huile sur toile ovale d'après Rigaud (buste). Collection privée AS de Ginestel H.73,5 ; L.59. Vente Versailles Enchères (Perrin-Royère-Lajeunesse), 28 novembre 2004, lot. 59.
 Huile sur toile d'après Rigaud. Denain, musée.
 Huile sur toile en buste d'après Rigaud. H. 82 ; L. 65. Ancienne collection du Comte Josserand de Saint Priest d'Urgel et provenant de l'hôtel de Monnery à Avignon. Sa vente, hôtel des ventes d'Avignon (M Armengau), 29 novembre 2008, lot. 51 (vendu contre ).
 Huile sur toile d'après Rigaud. Possible riccordo. Paris, ministère de l'intérieur. Anciennement à l'ambassade de France à Stockholm. Légué par Gunnar W. Lundberg à une date inconnue selon un document manuscrit qui nous a été signalé par l'ambassade.
 Huile sur toile d'après et dérivée de Rigaud par Jean-Pierre Franque. H. 214 ; L. 140. Versailles, musée national du château. Inv. 4572, MV1057, LP 703. Commandé pour Versailles en 1833. En dépôt à l'hôtel du gouvernement militaire de Strasbourg.
 Huile sur toile d'après Rigaud par Jean-Pierre Franque, diamètre , agrandi de motifs décoratifs peints par Jean Alaux. Versailles, musée national du château. Inv. 4614 1, MV8248 B, LP 4219. H. 48 ; L. 57,8. Commandé pour Versailles en 1839.
 Portrait présumé du maréchal de Villars. Huile sur toile. H. 81 ; L. 65. Collection Charles Maniez. Sa vente, Paris, 2 décembre 1918.
 Roman signalait une version réduite à la tête chez le comte de Nugent au château des Mesnuls ; demeure ayant appartenu au maréchal de 1731 à 1739, par héritage de sa femme.

 Pierre noire, rehauts de blanc sur papier bleu, traces de mise au carreau. H. 36 ; L. 27,5. Non localisé. Vente, Paris, Hôtel Drouot (Tajan), 3 avril 1998, lot 189, repr.
 Gravé par Jean Langlois en 1708.
 Gravé par Rochefort en 1712.
 Gravé par Pierre Drevet en 1714 selon Huslt, à l'identique de la toile et dans le même sens. H. 52,6 ; L. 36. Villars est représenté jusqu'aux genoux, devant un fond de bataille, tenant le bâton de maréchal de France. L'ensemble de la composition est prise dans un cadre de pierre cintré dans sa partie supérieure, « chargé de trophées et d'inscriptions, etc. ajouté par le graveur sur un dessin d'une main étrangère. » Dans le trophée, en haut, à gauche : De bellatis / ad Fredelingam // caesarianis ger – maniagallis / patefacta. / MDCCII / Germanis / ad Hocstetum /deletis ister gal - lis adsertus / MDCCIII. Dans celui de droite : Perrupto / dononiensi vallo Landreci / um liberatum dua / cum querectum [sic] Bu / chemium cum trigen / ta millia hostium in / fidem victoris deditis / MDCCXII. / Landavia & / Friburgo expu / gnatis hostes ad / pacem adacti pax / que victricibus / d'extris obsignata. MCCXIII. En bas, de part et d'autre d'une composition aux armes : LOUIS HECTOR - DUC DE VILLARS / Pair et maréchal de France, prince de - Martigues, vicomte de Meulun, comman= / deur des ordres du Roy, chevalier de - La Toyson d'or, gouverneur des villes, / fort et château de Fribourg et du - Briskau, gouverneur général des Eves= / ché et pays Messin, gouverneur géné - ral de Provence, Marseille, Arles et / terres adjascentes, Généralissime des - armées du roi, son plénipotentiaire / et ambassadeur extraor-dinaire, pour - les traités de paix à Raustau, et chef / de l'ambassade pour la signature - de la paix généralle à Baden en / Suisse, président du conseil de - guerre du Conseil de Régence. Au-dessous, dans la gravure : à gauche : Peint par Hya. Rigaud ; à droite : gravé par P. Dr.evet. Quatre états connus.
 Gravé par Étienne Jehandier Desrochers sans date.
 Gravé par Andréas Reinhard vers 1720, en buste dans une composition cintrée. H. 28,5 ; L. 18,7. Avec la lettre suivante : Hyacint Rigaud pinx. – A. Reinard sc.
 Gravé par Johann Georg Friedrich Schmidt en buste à droite, après 1734 et pour le fond Odieuvre. Sur le socle, de part et d'autre de l'ovale : ""Hte Rigaud pinx. – G. F. Schmidt sculp.. Dans le socle : LOUIS HECTOR DUC DE VILLARS / Maréchal  des Camps et Armées / du Roi''.
 Gravé par Marcenay, en buste, en 1773.
 Buste en moulage plâtre d'Antoine Coysevox (1640-1720) présenté au Château-fort de sedan.

Notes

Références

Bibliographie

Liens externes

Tableau de Hyacinthe Rigaud
Villars
Tableau des années 1700

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