The "Less Than U Think" campaign was developed by a team of Communications students at The University of Alabama and implemented under the leadership of their Capstone Agency, a student-run public relations firm on campus.
Based on a strategy geared towards empowering student drinkers to change their behavior, the team developed a series of tactics to reach them on campus, at home and at the point of consumption. "Less Than U Think" was implemented during the fall semester 2010. For a complete overview of the campaign and its evaluation please refer to the "Less Than U Think" Final Report.
In the next few weeks, The University of Alabama will be submitting their proposal with next steps for "Less Than U Think".
In the News
April 16, 2012: Roland Park grad promotes responsible spring break fun
April 9, 2012: Shaq helps UA students film PSA on consequences of binge drinking
April 9, 2012: Shaq visits UA to direct anti-alcohol video, says Twitter campaign sold him on Ala. visit
March 30, 2012: Shaquille O'Neal to direct PSA in Tuscaloosa
March 29, 2012: Shaquille O'Neal to film PSA with University of Alabama students
March 29, 2012: Shaq to star in, help direct LessThanUThink PSA
March 29, 2012: Shaq to film anti-binge drinking PSA with UA students
March 12, 2012: University of Alabama students design anti-drinking campaign
November 3, 2011: Alabama students hoping to ‘Get Shaq’
November 1, 2011: LessThanUThink sheds light on binge-drinking
October 25, 2011: UA anti-binge drinking campaign wants to bring Shaq to campus
October 25, 2011: Get Shaq 2 UA
January 1, 2011: College kids educate each other about the perils of overdrinking
September 15, 2010: University of Alabama Students Pilot Full-scale Campaign: For Exceptional Students, Success Means More than Earning an "A"
September 2, 2010: University of Alabama Flash Mob
August 26, 2010: UA students want to deter binge drinking with special campaign
August 19, 2010: Students plan alcohol awareness campaign
August 12, 2010: Binge drinking requires LessThanUThink
41% of students surveyed agreed that "Less Than U Think help educate them to recognize when others are engaged in binge drinking"
41.6% of students indicated that they were more likely to think about the negative social consequences of binge drinking as a result of the "Less Than U Think" campaign