The Other Hangover, an ad campaign created by students at the University of Minnesota – Twin Cities

Students from the University of Minnesota’s School of Journalism and Mass Communications has unveiled a new campaign called “The Other Hangover”. The campaign was originally created for the National Student Advertising Competition (NSAC). The U of MN team was one of the top competitors in the competition. The campaign aims to take a new spin on preventing binge drinking on the large college campus.

The team conducted research and found that 75% of college students believe when they over-consume alcohol, their behavior has negative social consequences. The “other” hangover, is a hangover other than the physical effects of a night of drinking – a headache, puffy eyes and feeling sick. The campaign drives home the fact that when you’re inebriated, the decisions you make (whether conscience or not) can have negative after-effects such as embarrassment, guilt or humiliation.

They are using may different types of media, from billboards and Facebook ads to window clings in the bathroom at TCF Bank Stadium. The ads have been viewed by local media as edgy and racy (see article by KSTP here: http://kstp.com/news/stories/s1742526.shtml?cat=1)

Some of the ads say, “Just because you were drunk doesn’t mean this didn’t happen” or “Your reputations aren’t drunk proof” or “Before you got drunk, you weren’t known as the Creep”.

A sidewalk cling

This will go in a bus shelter on campus or as a poster

The campaign is based on a survey that was done in 2007 by the U’s Health Services, showing that the high-risk drinking rate for students between the ages of 18-24 is 41.6%.

I think it’s great campaign and the students did a great job of creating an online presence {with the website, www.theotherhangover.com}, notifying local media, and having the various posters and billboards throughout campus. Unfortunately, I think that the targeted group would be more effectively convinced not to drink so much if they included harsh statistics about death, alcoholism and the drop-out rate.

What do you think of the campaign? Do you think students will be convinced not to drink so much for fear of ruining their reputation?

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