Background:  In the early aughts, as part of the third wave of feminism, university campuses began to see an alarming rise in binge drinking among young women, especially during rush season when students feel a sense on unbridled freedom.  Young women were attempting to drink like men which often resulted in dangerous consequences. Two universities, Michigan and Harvard, voluntarily took part in a national test case to try to curb the excessive drinking. The University of Michigan sought a campaign that would address the topic head on and encourage women to take responsibility for their drinking. Michigan specifically did not want to appear in a parental role, but rather wanted to appeal to the intelligence of its student body and encourage debate on campus about this national trend. This campaign worked beyond the University’s expectations.