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

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

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 judgement – 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."