WASHINGTON, DC—Syracuse University was victorious over more than 140 universities and other institutions of higher education in the nation’s premier student advertising competition. Administered by the American Advertising Federation (AAF), the National Student Advertising Competition is an annual event bringing together some of the best and brightest student advertising minds from across the country to create a case study for the competition’s sponsor. Students presented their campaigns to The Century Council, a national not-for-profit organization funded by distillers dedicated to fighting drunk driving and underage drinking and the sponsor of this year’s competition. This year’s competition is unique in that it is the first time contestants were asked to address a social issue to promote a positive behavioral change: the prevention of dangerous overconsumption of alcohol among college students – also known as “binge drinking.”
Syracuse University advanced from AAF District 2. They were one of 18 teams that made it to this week’s final round of competition where they presented their campaigns to executives representing The Century Council, the Advertising Council, a nonprofit organization that marshals the pro bono resources of the advertising and media industries to create public service campaigns, and the American Council on Education (ACE), the major coordinating body for all the nation's institutions of higher education. Both the Ad Council and ACE assisted The Century Council in developing the case study.
Additionally, Chapman University was announced as the Getty Images Best Imagery Award winner.
“My congratulations go out to Syracuse University,” said Ralph Blackman, President & CEO of The Century Council. “We were consistently impressed by the enthusiasm and creativity that all of the competitors brought to the competition. Because The Century Council stands firm on its commitment to the 21 year old drinking law, we remain committed to providing students, parents, administrators and the entire campus community with the educational resources they need to fight alcohol abuse on campus. The NSAC enabled us to see what some of the best students in academic marketing programs believe will be an effective communications campaign to persuade their peers to stop engaging in the dangerous overconsumption of alcohol. We appreciate the strong support of the Ad Council and ACE, and we will continue to combat this critical social problem using the creative tools and the lessons we have learned in this competition.”
“Students have worked on this project for the past eight months, and over the last two days we have seen them present dynamic, innovative ideas,” said James Edmund Datri, President and CEO of the of the AAF. “I look forward to working with The Century Council to help implement these ideas on college campuses across the country.
“Congratulations to Syracuse University and all of the students who gave us there time, energy and ideas, which resulted in such outstanding creative,” said Peggy Conlon, President & CEO of the Ad Council. “We’re thrilled with what the students created as we know that developing public service communications that is engaging and motivating is an incredibly challenging assignment. These talented students showed us that they were up to the task and produced some remarkable ideas and creative concepts to battle binge drinking.”
“I am happy to add my congratulations to those of our partners, the Ad Council and The Century Council, to the students who dedicated many months of work to creating compelling and creative messages about the dangers of overconsumption of alcohol,” said ACE President Molly Corbett Broad. “Their work on this project will not only serve them well as they pursue their careers in advertising but will also serve to educate their peers and make their campus communities safer. I applaud all the participants, the finalists, and the winning team.”
The Century Council
Launched in 1991, The Century Council is a leader in the fight against drunk driving and underage drinking and promotes responsible decision making regarding beverage alcohol. For more information about The Century Council and its initiatives, visit www.centurycouncil.org.
About the American Advertising Federation:
The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 214 college chapters, the AAF provides 7,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at www.aaf.org.
The Ad Council
The Ad Council is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families. For more information, visit www.adcouncil.org.
The American Council on Education
Founded in 1918, The American Council on Education (ACE) is the major coordinating body for all the nation's higher education institutions, representing more than 1,600 college and university presidents, and more than 200 related associations, nationwide. It seeks to provide leadership and a unifying voice on key higher education issues and influence public policy through advocacy, research, and program initiatives. For more information, visit www.acenet.edu.
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