The Ad Council has been an important partner in our efforts to find new ways to effectively communicate with college students about the challenging issue of binge drinking on our nation’s college campuses. Through our joint collaboration with the American Advertising Federation’s National Student Advertising Competition in 2009 students were, for the first time in this competition, given the opportunity to address a social issue: the prevention of dangerous over consumption of alcohol among college students.
The Ad Council’s expertise in research and public service advertising were instrumental in the development of “Communication Strategies for College Binge Drinking Prevention: the Student’s Perspective” a comprehensive research project designed to learn more about the students’ perspective on dangerous over consumption of alcohol on campus which includes findings in:
- Motivation for binge drinking, attitudes towards that behavior among those who engage in it
- Messaging platforms which may be effective in reaching college binge drinkers
- Proper channels for message distribution
Congratulations to the Ad Council on 70 years of innovative initiatives and memorable campaigns!