As with many college campuses, George Mason has had its share of issues in this area, so we decided to address the topic head on in hopes of impacting behavior. We had originally started with the usual scary, negative tactics, but quickly decided that strategy was too predictable, and possibly less effective. So with an extremely limited budget, we determined that in addition to campus posters, clings etc, we also wanted the students to get the message out. So, knowing that they love t-shirts and a positive message would be more likely to resonate, we went with this approach with great success.
Creative Director/Art Director
George Mason University