Our client, Century Council, came to us with with a budget of 10 million and asked us to, "decrease the current level of binge drinking among college students (40% as of 2006) during the period of September 2009 through August 2010." Using mostly creative non-traditional advertising and promotions, our media plan on average reached 95% of our target 9.9 million college students approximately 42 times during September - April, and we were able to stay under budget. Our media plan creates a total of 31,083 GRP's throughout the advertising year. Specific targeted DMA's were selected based on research which included target audience media consumption/type, top party school statistics, demographic/geographic/psychographics research, and our own primary research with local university students. Our research will be used by Texas State in the 2009 AAF National Student Advertising Competition. Go Texas State!