‘Tis the season for holiday parties. Unfortunately happy occasions such as office parties and outings with friends can be ruined by those who overconsume.

The NY City Department of Health is taking an extra step this year to raise awareness of this issue and remind New Yorkers to be responsible with their alcohol consumption. The new campaign focuses on excessive drinking and features graphic ads that will be placed in subways to encourage adults to “Stop drinking while you’re still thinking.”

The NY City Department of Health’s campaign delivers messages similar to campaigns presented to The Foundation for Advancing Alcohol Responsibility at the National Student Advertising Competition in 2009. Students developed anti-binge drinking messaging targeting their peers; the campaigns were compelling in an effort to change behavior and stop the dangerous overconsumption of alcohol on our nation’s campuses.

Additional college binge drinking research conducted by The Foundation for Advancing Alcohol Responsibility and presented at the Higher Ed Conference in October demonstrated in addressing this topic the messages must be realistic and help individuals create a better understanding of their own capacity, limits and consequences to get them to rethink their behavior.

The Foundation for Advancing Alcohol Responsibility applauds the New York City Department of Health for making this call to action and wishes it great success on its holiday season campaign against dangerous overconsumption.