Officials at Pennsylvania State University (PSU) designed a national advertising campaign to increase public awareness of binge drinking on college campuses.
They did his work on behalf of the National Association of State Universities and Land-Grant Colleges.
The campaign featured a full-page newspaper advertisement depicting a bottle of "Binge Beer" beneath the headline, "Hitting College Campuses This Fall."
- The advertisement appeared in September 1999 in 17 major newspapers and more than 100 college newspapers.
- More than 100 member schools mounted related activities on their respective campuses.
The Robert Wood Johnson Foundation (RWJF) provided $350,000 from August 1999 to January 2000 in partial funding for the campaign.