1.  To increase awareness of the definition of binge drinking: Four to five standard drinks in a two-hour period.

  2. To increase awareness of the undesired results, situations and consequences associated with the over-consumption of alcohol among students.

  3. To increase the number of students at universities who associate the over-consumption of alcohol with negative consequences and consider monitoring their drinking habits .


We use polished, attractive design to deglamorize college-age binge drinking.

We aim to share the definition of binge-drinking as a guideline, not a judgment – we create conversations without preaching.

We give people the space to wrestle with what the campaign says to them.

We avoid scare-tactics because research shows our approach works.