Student team of anti-binge drinking campaign finds success

Sacred Heart University’s new anti-binge drinking campaign LessThanUThink (LTUT) kicked off Feb. 6, at the annual Pack the Pitt event, during which Sacred Heart students swarmed the LTUT table for free souvenirs, such as stress balls, sunglasses, bags and posters.

“The event was a success, and it was crazy how busy our table was,” said Caroline Bertram, a junior at Sacred Heart and member of the LTUT student team. “We were slammed the entire game.”

The LTUT campaign raises awareness of the negative social consequences of binge drinking. Its objective is to encourage students to make responsible decisions concerning alcohol consumption. The humorous messaging of LTUT is specifically designed for students by students, and the campaign has been well received at colleges across the country and in Argentina.

Word about LTUT traveled quickly across the Sacred Heart campus before the Pack the Pitt event with the help of posters and social media, so most students were already aware of the campaign. The posters and stress balls were a big hit, and the team ran out of sunglasses before the game even started.

Sacred Heart President John J. Petillo and Athletic Director Bobby Valentine both showed their support of the campaign at the recent event. Valentine even posed for a photo for the LTUT Instagram account (@LTUThink.)

Those who missed the kick-off at Pack the Pitt still have several opportunities to learn about LTUT and grab some free souvenirs. The next event, “Beach Party,” will be held outside of Outtakes on Wednesday, Feb. 12, from 11 a.m. to 3 p.m., and the student team will distribute more LTUT gifts in line with the campaign’s focus on humorous messaging.

To learn more about the progression of Sacred Heart’s campaign, follow LTUT on Twitter (@LTUThink and #LTUTSHU).

LessThanUThink was created by advertising and public relations students at the University of Alabama to address the national problem of college-age binge drinking for the 2009 National Student Advertising Competition, hosted by The Century Council and the American Advertising Federation (AAF). The campaign continues to expand to college campuses nationally and internationally due to the success of its creative messaging and student-generated material.

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