The NH Bureau of Drug and Alcohol Services (NH BDAS) has relaunched their public health awareness campaign Binge-Free 603: What’s Your Reason? The goal of this campaign is to lower young adult high-risk alcohol use. The campaign has created a brand that encompasses the values of the peer crowd identified to be most at-risk for binge drinking behavior, country-locals, a group of young adults mostly likely to engage in risky consumption of alcohol. The campaign concepts that depict healthy lifestyles, healthy activities, and personal reasons for avoiding excessive drinking and connects to the values consistent with this peer group. The campaign videos show young adults in NH doing activities such as hiking, ATV use, mountain biking, fishing, kayaking, skiing, or snowboarding, rather than showing people partying.

The following are links to the campaign elements: