Anti Drinking Campaign - Essay Example

The purpose of the college is to develop all round persons through following the college’s core values such as excellence and efficiency, responsiveness, positive collaborations, hard work, teamwork, diversity as well as honesty and adherence to ethical practices. This paper presents an anti-drinking campaign proposal for Kings College board of directors regarding the college’s reputation for being a party college notorious for underage drinking for so long. Underage drinking remains a leading problem in Kings College as well as a public health problem in America.

About five thousand young people under twenty one years of age die each year as a result of underage drinking from alcohol related poisoning, car crushes, suicides, injuries and homicides. Besides being illegal, underage drinking remains widespread with youths within age 12-20 reported to undertake binge drinking in a 2009 underage drinking statistics representing 10.4 million youths in the United States. It could be attributed to, but not limited to, peer pressure, stress and the desire for or increased independence.

The observed signs of underage drinking in Kings College encompass behavioral and academic problems in school, less care in physical appearance and/or interest in college activities, coordination problems and varying groups of friends. In addition, college students have problems relating to slurred speech, memory and concentration, mood swipes, little energy levels as well as getting a scent of alcohol on their breath and finding alcohol in their belongings. The dangers of underage drinking include impaired judgment, serious injuries, increased risks of sexual and physical assault, interference with brain development, increased risks of future alcohol related problems, the use of other drugs and trouble with the law and in school (NIAAA, 2012; Hanes, 2012).

This ant-drinking campaign hailed as ‘Underage Drinking!!! Think Again’ remains an impactful advertisement which intends to stimulate personal review of drinking conduct and resilient condemnation of public drunkenness that could cause both emotional and physical harm, especially of innocent persons. The ‘Underage Drinking!!! Think Again’ campaign became well-versed by extensive consultation and research about how underage students feel about the deep-rooted cultural insights existing in America regarding alcohol consumption, public drunkenness and excessive drinking.

The campaign builds on the positive comebacks to the successful drinking awareness campaigns. It would establish an innovative thought and meaning in relation to a certain aspects of alcohol consumption among underage college students, that is, to emphasize the disadvantage of losing control of one’s sense of self, a widely held drinking myth in contemporary American society. The advertisement campaign features taped laughter, reflecting the point that lots of underage college students do regard certain drunken tricks as being rather funny.

Then it progresses to a dramatic end where the laughter discontinues, and the viewer becomes challenged through a question: “Are you honest with yourself?”. The ‘Underage Drinking!!! Think Again’ campaign would go on for the next one year. The CCTV based advertisement would run on the college’