A DECADE OF LTUT
The Century Council, now the Foundation for Advancing Alcohol Responsibility (FAAR), challenged student teams competing in the 2009 American Advertising Federation's National Student Advertising Competition to create an integrated communications campaign to combat binge drinking on college campuses.
OUR FIRST CAMPUS
LTUT launched its first campaign in fall 2010 after receiving $75,000 from FAAR to implement a campaign at The University of Alabama. The six-week campaign utilized social media, local media outlets and promotional events to spread the LTUT message. On top of this, it featured exciting promotional events like flash mobs, tailgates and local bar initiatives.
BRING SHAQ TO UA
In 2011, Shaquille O'Neal (Shaq) partnered with The Century Council to fight college-age binge drinking. The LTUT team at Alabama launched a social media campaign "#GetShaqToUA."
After 16 days, Shaq tweeted, "@LTUT --- I'm coming to 'Bama to tape the spot re:binge drinking but not until 2012. Will u wait 4 me?" The answer was "Yes!" Shaq visited UA on April 6, 2012.
The PSA was featured inside the stadium for the Men's 2013 SEC BCS National Championship and was sponsored by Bacardi U.S.A., a donor to the Foundation for Advancing Alcohol Responsibility.
After 16 days, Shaq tweeted, "@LTUT --- I'm coming to 'Bama to tape the spot re:binge drinking but not until 2012. Will u wait 4 me?
LTUT Campaigns have been implemented on 11+ college campuses, including 2 in Argentina. We have received 100% positive media feedback from partner campuses.
LTUT has received 100+ awards from regional and national Advertising and Public Relations competitions, including The American Advertising Federation (AAF) and The Public Relations Council of Alabama (PRCA).