Pace University NYC
Brand Marketing Team
2009 - Century Council
Challenge: For over 10 years The Century Council (TCC) has assisted colleges and universities with innovative strategies to combat illegal underage drinking on campus communities across the nation and to promote responsible decision making about drinking or not drinking more generally. It is well understood that it is against the law in the United States for people under the age of 21 to drink alcohol. Nevertheless, overconsumption of alcohol remains a major health and safety issue affecting college students on campuses across the United States.
Business Goals and Objectives: In an effort to continue to contribute to the solution of alcohol abuse and related concerns on campus, The Century Council is engaging in the development of a national communications campaign that can, at the same time, be implemented on a single campus. THINK GLOBALLY COMMUNICATE LOCALLY! The American Council on Education and the Ad Council will provide their expertise and assistance to the Council in its efforts to develop this campaign. The campaign's goal is to develop an effective research-based communication strategy with a menu of creative tactics, at different budget levels, that can be presented to current and potential partners for implementation to combat dangerous overconsumption of alcohol on college campuses.