Basic information about the grant, students and campaign. Used to inform media of the basic information surrounding the campaign

1. FACT SHEET
FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT:
July 1, 2010 Amanda Coppock
Media Relations Coordinator
LessThanUThink Campaign
205/527-5067
alcoppock@crimson.ua.edu
The People: A group of exceptional public relations and advertising students at The
University of Alabama was selected to implement the LessThanUThink
Campaign, which was developed in 2009 by 16 advertising students
as an entry for the American Advertising Federation’s National Student
Advertising Competition. The campaign was the national second place winner.
The 2010 implementation team consists of 18 self-motivated students who hail
from both Alabama and across the nation.
The Campaign: The University of Alabama was selected as one of four schools nationwide to
implement its award-winning campaign as a local test for a possible national
launch. The LessThanUThink Campaign is based upon the idea that no change
in consumption of alcohol can happen until students are aware of what
constitutes overconsumption of alcohol, or binge-drinking. The campaign aims
to increase awareness of the undesired results, situations and consequences
associated with the overconsumption of alcohol as well as to increase the
number of students who will consider moderating their drinking patterns. The
LessThanUThink Campaign uses multiple approaches to messaging, including
using humor and relating positive protective behaviors to students’ experiences.
This is the first time an advertising campaigns Capstone class and a public
relations Capstone class have been formally linked to provide a fully integrated
campaign implementation. The campaign will take place during the Fall 2010
semester.
The Sponsor: The Century Council was founded in 1991 and is funded by a group of distillers.
It is a leader in the fight against drunk driving and underage drinking. It
promotes responsible decision-making regarding the consumption of alcoholic
beverages. The Century Council has been the force behind popular safe
drinking campaigns such as the We Don’t Serve Teens campaign that began in
2006.
The Grant: The University of Alabama received a $75,000 grant from The Century Council
to implement the LessThanUThink Campaign. The grant covers costs for
implementation of all aspects of the campaign, including advertising, on-campus
initiatives, bar initiatives, personnel costs, testing costs and evaluation costs.
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