PSA Worldwide wanted to expand its offering of positively-worded awareness products for the college and university market. The products also could not sound like a public service video catering to younger adults ("Not Cool!"), as these messages are often ignored by the target audience.
These designs steer clear from other public service graphics showing gory car crashes, red-eyed drinkers or other imagery that tries to scare and shame drinkers. Instead, bright color fields and interesting, retro-style illustration was key to grabbing attention. Design cues were taken from the craft beer industry to appeal to a beer-savy audience. Then, wordplay was used for the copywriting as a more gentle and personalized way to introduce some facts about alcohol abuse. The goal was to encourage college students to be savy and safe drinkers, rather than make them feel bad about drinking at all. The only exception was the minor drinkers banner, which focuses on the little-known Minor In Possession (MIP) crime.
Designs are copyright protected and may not be sold without express written permission from PSA Worldwide.