to breast cancer societies may present the most harm to women, particularly when the amount of alcohol purchased is tied to the amount donated. Nonetheless, many alcohol companies have donated substantial amounts to various cancer charities, which undoubtedly supports important causes. Responsible drinking campaigns "Drink responsibly" messaging began in the 1970s, and is still widely used by the alcohol industry. It is almost never used by anyone else. It has been shown to be ineffective to counterproductive; for instance, adolescents become less opposed to drunkenness when exposed to “please drink responsibly” messages. "Drink responsibly" messages are criticized by independent public-health advocates, who argue that they are designed to increase sales and avoid regulation using corporate social responsibility messaging. It has also been argued that "drink responsibly" messages shift blame for the social costs of alcohol onto individual people the industry designates as "problem drinkers" (often in poor and racialized communities, in which alcohol is disproportionately marketed), thus shifting responsibility away from the much more powerful industry promoting drinking. There are calls to replace these messages with mandatory, independently-designed and independently-tested alcohol warning labels. "Drink reponsibly" messages are very common in alcohol ads. They were found in nine in ten alcohol ads from U.S. magazines from 2008 to 2010 (where it was voluntary). Of these ads, none defined what responsible drinking was, or identified any time or circumstance when drinking alcohol would be inappropriate.Most "responsibly" messages were simply used to promote the product. Sometimes they were used in ads that showed behaviours like binge drinking. In all media, "drink responsibly" ads do not define any level of drinking as "responsible", and there is rarely any reference to national reduced-risk drinking guidelines. There have also been various campaigns to help prevent alcoholism, under-age drinking and drunk driving. These include designated drivers and proof of age cards. The industry-funded Drink Aware campaign for example, tells people to avoid binge drinking. The web site address is displayed as part of all of the adverts for products made by members of the group. The Century Council, financially supported by a group of alcoholic beverage distillers in the United States, says it promotes responsible decision-making regarding drinking or non-drinking and works to reduce all forms of irresponsible consumption. Since its founding in 1991, it has invested over 175 million dollars in its programs. A controversial anti-drunk-driving advertisement in South Africa has threatened the public with rape