All colleges have a binge drinking problem to some degree. Chalk it up to the immaturity and perceived immortal self-image of youth. What we did for Clemson was to make the responsible drinking message less preachy and less institutional. We had to get the students attention. We did so using interesting placements across the campus like computer lab screensavers, dormroom door hangers, laptop vinyls, restroom graphics and of course film and posters. Before launch, the campaign was titled 'Control your Evil You' but was changed before launch due to a tragedy involving binge drinking that claimed the life of a young female student. Who happened to be a twin. I've often wished we would have published the campaign in time to possibly save her life, but hopefully we got a few more students to pause before having one too many. 

The radio spot named Tara won a prestigious Radio Mercury Award - given out by non other than Perez Hilton and Rick Dees at the Four Seasons in Beverly Hills.