Format of Original
University of Southern California
Case Studies in Strategic Communication
Binge drinking is a serious health and safety issue that has continued to plague college campuses, despite decades of education campaigns promoting moderation towards alcohol. As part of a student advertising competition, undergraduates were asked to develop an integrated marketing campaign focused on reducing binge drinking among college students which would successfully capture attention and resonate with their peers. The campaign the students created, called “The Other Hangover,” takes a unique approach to the binge-drinking issue—focusing attention on the social consequences of overconsumption, such as damage to one’s reputation and the loss of friendships. This case study examines the strategic development and implementation of the campaign, a process which was largely managed by undergraduate students connected to the project. In addition results of the evaluation effort which was conducted to measure the campaign’s success are reported, along with discussion questions designed for students and educators to further explore the relevant issues related to the project.