U. of Minnesota exposes 'The Other Hangover'
There's the physical hangover that comes after a crazy night out. And then there's what University of Minnesota undergrads call "The Other Hangover" -- embarrassing reputations, strained friendships and consequences of dumb decisions that linger even after Facebook photos have been de-tagged.
Plus, there's a billboard over one of the most popular student bars that shows a guy holding a pitcher of beer and putting his arm around a girl with the message: "Before you got wasted, you weren't known as 'The Creep.'"
The idea came from a group of advertising students who had to create a responsible-drinking campaign for a national competition last year. The students surveyed their peers, who reported that the threat of DUIs, alcohol poisoning, assault, jail time or death did not scare them enough to drink responsibly, said Nathan Gilkerson, a doctoral student who helps run the campaign.
"College students, as you might guess, consider themselves invincible," Gilkerson told me. "What they really care about is their reputation and their relationships with their friends."
This summer Gilkerson taught an internship course for eight undergrads, who came up with a plan for promoting the campaign on campus and through social media. They also explained the idea it to administrators and got approval. The campaign was funded with a $75,000 grant from The Century Council, an organization supported by the distilled spirits industry that seeks to reduce under-age drinking and drunk driving.
"It's a new approach. It's through the eyes of a college student," Gilkerson said. "It's not a coming-down-from-above initiative... Students think it's really edgy and honest and real."
You can see all of the ads and read about the campaign on the Web site theotherhangover.com. You can read more about the campaign in a Minneapolis Star-Tribune article written by Jenna Ross, one of my favorite people on Twitter, @byJenna.
Images used with permission from The Other Hangover.
| September 21, 2010; 1:48 PM ET
Categories: News Overload | Tags: University of Minnesota
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